MassiveMusic Gets Its Wiggle on in New Campaign for Cycling Retailer

Worldwide music agency MassiveMusic has created a cycle-centric soundtrack for Wiggle, the UK’s biggest online cycling and tri-sports retailer. The track has been created for the retailer’s new marketing campaign ‘This is how we ROLL’, created by Soho agency BBD Perfect Storm.

Multi-instrumentalist George Barnett, an emerging new artist from Herefordshire, is signed to MassiveTalent, MassiveMusic’s talent-scout division which connects independent musical talent to global brands, commercials, games, films and series.

Through MassiveMusic London, George Barnett composed, produced and performed ‘This is how we ROLL’, a tongue-in-cheek feel-good celebration of the relationship between man and his bike. The track has been made available as a single through Wiggle’s SoundCloud and Spotify account.

The campaign launched this month in the UK and Australia, supported by press, outdoor and digital channels. The campaign aims to increase Wiggle’s penetration amongst cycle enthusiasts.

Immersed in the project, Barnett even makes a starring role in the music video version of the film which was shot at MassiveMusic London’s Shoreditch HQ.

Barnett comments: “MassiveMusic were very helpful in ironing out details in the song, understanding exactly what Wiggle wanted and were able to relay that to me in a way that a songwriter could work with. They really understand the creative process and they’re really looking after you as a writer. Working with a brand was very different. The process is a lot quicker and it’s easier for me to write to a brief because there are limits in place.

“I’m happy with the outcome, it sounds good! At first I was working to a script so I had a good idea of how it would work with the ad, but it was when I saw the finished clip with the music set to it that it really worked and made sense.”

Managing Director of MassiveMusic London, Paul Reynolds adds: “We were so pleased to have been able to work with George on this campaign. Not only is he an extraordinary talent, he’s also from a new breed of musicians who manage to work so easily with bespoke compositions, and therefore he really understands how to work with a brand. We’re really looking forward to working with George again soon!”

Alongside the original composition for Wiggle, Barnett has enjoyed successful syncs as a member of the MassiveTalent roster. He has two tracks signed with MassiveTalent – ‘Light a Fire’ and ’17 Days’ – and has most notably provided Axe with the soundtrack to a commercial for the South American region.

Barnett says: “I was originally introduced to this process through MassiveTalent, who I’ve been working with for a couple of years. Most of the time, sync is about matching songs to brands and you don’t get a sense of what really goes on as the writer, but this was different. It was nice to be involved from the start, working alongside MassiveMusic in bringing in what the client wanted.”