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A Collab with… A Sport Page?

June 13, 20203 min read

It’s unbelievable that few people discussed about it, as Tiesto has just released a collaboration with 433, leaving me absolutely surprised. I’ve already discussed before how, in my opinion, the Dutch legend is slothfully capitalizing on current trends without any signs of effort, but this case is different.

433 is a citable Soccer Digital Agency, that bases its power on the massive amount of followers on its social media, especially Instagram. 24 Millions on the main account of @433, and 38+ when including other subpages. Colossal numbers, which means insane engagement and marketing importance.

Tiesto initially worked with them for a playlist “Stadium Anthems”, and in this case I think that it was a great idea: the pair mixed Soccer and EDM in an interesting and effective marketing concept. It made sense, in short.

But a collaboration?

I hate being the critic that always points out to “ethics” and “honesty” in EDM, but “Tomorrow” is such a weird song. Enjoyable, it slightly reminds me of “WOW” and its dirty Electro sound, but for the life of me, I cannot discern what 433 did in this commercial synergy. It’s a digital agency with 30 members, and maybe someone worked on the melody, but considering their vague replies under the comments on their Instagram, I have high doubts that they materially did anything. Prove me wrong, and I’ll be happy to edit this without hesitation. And, since I like being transparent, the “co-producers” involved are SWACQ and John Christian, who should be congratulated for this catchy production.

I have no problems with non-EDM partnerships, but treating them as “collaboration”, while in reality, 433 just slapped their branding there just because they have lots of Instagram followers is… certainly dubious and not transparent. It could have been easily done differently, but they preferred to use this approach.

In “genuine” collaborations, both parties should be concerned on the song and it should show the hallmarks of their styles, giving the fan a hybrid result that explores a new combination. Nowadays, it’s mostly just a way to gain “hype” by putting together two names, and hence we have reached a point where it’s not even necessary to be an artist for having a joint-effort along with an EDM legend. You just need some followers.

 

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