Audemars Piguet's Latest Collab? Making Music With Mark Ronson
When the watchmaker Audemars Piguet announced its new brand ambassador "British-American DJ, songwriter and record producer" Mark Ronson in January this year, you might have had no reason to think it was anything other than business as usual.
Luxury brands are always teaming up with celebrity brand ambassadors, and it's not hard to see why those relationships work.
The brands get some celebrity gold dust sprinkled on them. And the brand ambassadors gets paid.
Happily, Audemars Piguet, a company known for its innovative approach to everything from design to materials, PR to retail spaces, architecture to conservation, has always shown loftier ambitions.
The first fruits of what promises to be a longterm relationship between AP and Ronson are released this week and go beyond a photo opportunity or a paid post.
'Syncing Sounds' is a new series deigned to show off the 'creative alchemy' of the collaborative process. An attempt to capture that 'lightning-in-a-bottle' moment that happens as creatives create. As anyone who has seen even a bit of Peter Jackson's The Beatles: Get Back series will know, the journey can be as interesting as the destination.
For the first of these, Ronson has teamed up with New Orleans R&B singer-songwriter Lucky Daye to write a new song from scratch.
The result, the throwback summer track 'Too Much', together with the work that went into composing and creating it, have been turned into a series of short films.
You can see all parts of the series on AP's website. The single is also on Spotify.
Taken together the series offers a glimpse into the writing and recording process that outsiders seldom get to see.
The filming takes place at Ronson's studio, nestled discreetly upstairs in a building of lofts in New York's Soho, where many of his hit records were made, including Amy Winehouse's imperial 2006 Back To Black and Ronson's own 2007 blockbuster Version.
"The only rule that always applies as far as being a producer is just being open to any sort of creative instinct that could happen at any moment," Ronson says. "Each time I get in [the studio] with somebody for the first time, we're both starting on the same level and it's a blank canvas. The idea with creating music is that you're going to surprise both of yourselves. That's really the most exciting [part] to me."
Daye, who won a Grammy last month for his second album, Table For Two, has described the process as "surreal". But, he says, the experience was a true collaboration. "We vibe like it's nothing. It's just easy flowing."
The project reinforces Audemars Piguet's commitment to music. As well as sponsoring the annual Montreaux Jazz Festival, it has run its APXMusic program since 2019. It's a scheme that sees the brand supporting rising music talents through collaboration, in a way that directly benefits those artists.
The opposite, in other words, of your usual brand ambassador hook-ups.
From: Esquire UK