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Agency Life

Putting the POP in Pop Culture

Putting the POP in Pop Culture

Michael Carnevale

Michael Carnevale

June 26, 2018

We can hear your foot tapping already.

"From a global point of view, we see this record label as a lab to develop a larger roster of talents in-house—hopefully."

It’s often difficult to cut through the noise and find the person or group who’ll become the next big music act. Christophe Caurret, Music Creative Director at GENERAL POP, sheds some light on why they launched a record label, what they hope to achieve, and how they landed POSTAAL as their first signed artist.

 

What led to the creation of POP RECORDS?

Well, we spend quite a lot of time in music studios with artists, which led me and some others to become artists’ managers. We thought it would be the right time for a new adventure and for BETC to develop our own artist roster. BETC has a strong reputation when it comes to advertising soundtracks, so creating a record label was a natural move. There’s also a real need for ad agencies to reinvent themselves in order to better face the future, so we thought it would be interesting to develop closer relationships with artists, especially considering the services we offer to our clients.

When building this team, did you mostly look for younger people, considering you’re creating cultural content and experiences for brands?

From the beginning, we wanted to develop up-and-coming artists rather than confirmed talents. Rémi Babinet told me at the beginning, “The way we work at BETC, should be reflected in the record label, therefore, we need to be strongly creative with our artists’ signatures.” It’s the first step in developing our credibility. Now, everything is opened for future signatures.

What’s the vision for the future of POP RECORDS?

For the label itself, we would like to have a female artist, and also develop more multi-artist selections and EP’s. From a global point of view, we see this record label as a lab to develop a larger roster of talents in-house—hopefully.

How does being part of BETC help you to realize these goals?

BETC is one of the most creative ad agencies in the world, and music has always been a central element in our creations. We recently built our own music studios inside the agency. We have started recording with the records label’s acts as well as guests coming in for features or single tracks.

"POSTAAL is super creative, with a rare mix of influences from the UK to France..."

So, how did you first hear about POSTAAL?

That’s a long story. Fabrice Brovelli, who cofounded POP RECORDS, worked with a French band called The Shoes, and Dennis from POSTAAL, was a friend of theirs. When Hervé and Dennis from POSTAAL shared their first demos with us, we were struck by the sounds, right from the beginning. It was only natural to invite them to sign with the label, for both of us.

What about their sound was most appealing to you? How do they fit into the GENERAL POP vision?

POSTAAL is super creative, with a rare mix of influences from the UK to France, from soul to electronic music, with a strong sense of what a pop song is. They are open to other talents, inviting confirmed or young artists as guests on their songs, and are passionate about image, working with short film directors for their music videos and live shows.

How has their music been received in France and beyond?

The band is playlisted on the main French radio stations (Radio Nova, Europe 1, etc), and getting great support from the local and international press (Pigeons and Planes, Interview, Les Inrockuptibles, etc).

We now have more than a million streams.

As being your first signing, how has POSTAAL grown as artists and what have you learned from this process?

Developing artists is a long-term project; it is also ever-evolving and requires strong digital strategies and skills.

"From a global point of view, we see this record label as a lab to develop a larger roster of talents in-house—hopefully."

It’s often difficult to cut through the noise and find the person or group who’ll become the next big music act. Christophe Caurret, Music Creative Director at GENERAL POP, sheds some light on why they launched a record label, what they hope to achieve, and how they landed POSTAAL as their first signed artist.

 

What led to the creation of POP RECORDS?

Well, we spend quite a lot of time in music studios with artists, which led me and some others to become artists’ managers. We thought it would be the right time for a new adventure and for BETC to develop our own artist roster. BETC has a strong reputation when it comes to advertising soundtracks, so creating a record label was a natural move. There’s also a real need for ad agencies to reinvent themselves in order to better face the future, so we thought it would be interesting to develop closer relationships with artists, especially considering the services we offer to our clients.

When building this team, did you mostly look for younger people, considering you’re creating cultural content and experiences for brands?

From the beginning, we wanted to develop up-and-coming artists rather than confirmed talents. Rémi Babinet told me at the beginning, “The way we work at BETC, should be reflected in the record label, therefore, we need to be strongly creative with our artists’ signatures.” It’s the first step in developing our credibility. Now, everything is opened for future signatures.

What’s the vision for the future of POP RECORDS?

For the label itself, we would like to have a female artist, and also develop more multi-artist selections and EP’s. From a global point of view, we see this record label as a lab to develop a larger roster of talents in-house—hopefully.

How does being part of BETC help you to realize these goals?

BETC is one of the most creative ad agencies in the world, and music has always been a central element in our creations. We recently built our own music studios inside the agency. We have started recording with the records label’s acts as well as guests coming in for features or single tracks.

"POSTAAL is super creative, with a rare mix of influences from the UK to France..."

So, how did you first hear about POSTAAL?

That’s a long story. Fabrice Brovelli, who cofounded POP RECORDS, worked with a French band called The Shoes, and Dennis from POSTAAL, was a friend of theirs. When Hervé and Dennis from POSTAAL shared their first demos with us, we were struck by the sounds, right from the beginning. It was only natural to invite them to sign with the label, for both of us.

What about their sound was most appealing to you? How do they fit into the GENERAL POP vision?

POSTAAL is super creative, with a rare mix of influences from the UK to France, from soul to electronic music, with a strong sense of what a pop song is. They are open to other talents, inviting confirmed or young artists as guests on their songs, and are passionate about image, working with short film directors for their music videos and live shows.

How has their music been received in France and beyond?

The band is playlisted on the main French radio stations (Radio Nova, Europe 1, etc), and getting great support from the local and international press (Pigeons and Planes, Interview, Les Inrockuptibles, etc).

We now have more than a million streams.

As being your first signing, how has POSTAAL grown as artists and what have you learned from this process?

Developing artists is a long-term project; it is also ever-evolving and requires strong digital strategies and skills.

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