BETC POP, a lab-agency entirely dedicated to pop culture–and an entity within ad shop BETC–has teamed up with Polydor (Universal Music) to create POP Records.
BETC has a long history of relationships with different record labels, including Universal. Together, they have helped a line of edgy artists emerge on a wider scale through advertising collaborations with BETC clients: Disclosure for Lacoste, La Roux for Armani, The Drums for Peugeot, Crystal Fighters for Canal Sat, and The Chemical Brothers for Air France, just to name a few.
The founders of BETC POP–Isabelle Tardieu, Fabrice Brovelli and Christophe Caurret–have always been deeply involved with the music industry. They collectively have a background in artist management (Yuksek, Agoria, Naïve New Beaters), publishing (Amadou & Mariam, The Shoes), and experience from working for labels, as DJ’s, producers, music video directors, concert and party organizers (founders of the PANIK parties around the world: Paris, New York, Amman, Bamako). Additionally, the BETC POP partners are musicians themselves.
Rémi Babinet, BETC co-founder, said, “A modern ad agency should be able to offer a lot more than just consulting and traditional campaigns; it should be a media, a producer and an audience generator in itself. This will be central for BETC’s development over the coming years.” Reflecting this philosophy is BETC POP, which is designed to challenge the traditional models of the music industry.
“The teams at Polydor are constantly reinventing themselves to stay on top of a music industry in transformation. We are very proud to welcome BETC POP and this new pop-themed record label,” said Eric Lelièvre, general manager of Polydor.
