CANNES, France—Jason "Poo Bear" Boyd and Jared Gutstadt, president of Jingle Punks, are creating a new market for forging partnerships between brands and musicians. Their work has connected artists like Timbaland, Justin Bieber, Steven Tyler and Missy Elliot with brands such as History, Burger King, the NBA and Smirnoff.
"There is so much noise in the marketplace," Gutstadt explained. "People's attention spans are getting shorter and shorter."
He added, "It's always been my goal to create songs that are going to last a long time. I think Poo has already done that in the pop music lane. He's done that, slam dunk, slam dunk backwards. The bigger challenge is can you write the next 'I'd Like to Teach the World to Sing' or 'We've Only Just Begun' that Paul Williams wrote for Bank of America."
We got together with the pair at Cannes Lions, outside the Grand Hotel, to chat about their work and where they see advertising going.