This one has slipped through the net, as I posted this video seeing that I’m a fan of Beck, but also this video it’s brilliant – plus there’s some nice product placement with Charlotte Gainsbourg wearing a Lacoste tennis outfit

Charlotte Gainsbourg – Heaven Can Wait from Charlotte Gainsbourg on Vimeo.

Launching at the same time as the Gucci Icon Temporary project, Gucci’s iPhone app is refreshingly not just an e-commerce tool.

Offering content that includes bespoke music playlists, fashion shows (video), unique photography, product information, store listings and the ability to mix your own music, this app promotes frequency even when the user isn’t in the market for a handbag or a pair of lofas.

Creating an app that doesn’t just offer another e-commerce channel shows Gucci to be progressive in this area, producing a tool that allows consumers to get under the skin of the Gucci brand, to really identify with it and therefore appreciate why at quite a lean time Gucci should be a purchase consideration.

We quite often have ‘Mocky’ playing in the office, generally my doing, so this post may be a little biased but I love this mini documentary for the launch of Mocky’s second album Saskamodie.

The film’s direction is great, with a nice tongue in cheek approach, which limits the opportunity to alienate non fans of Mocky, creating potential viral collateral. Product placement is perfect, with a number of tracks being played throughout the film, supported by reviews from well known music artists.

I really like it, but as I said I might be slightly biased.

The BI Norwegian School of Management published research this week that has discovered that those that download music illegally are also 10 times more likely to buy music as well. Interestingly this research shows there to be not two groups of music downloaders, the pirates sailing across file sharing sites looking for free booty and a second group of honorable downloaders buying their music from iTunes and the like, but one group defined by high levels of music consumption.

The study’s sample was made up of 2,000 online music users, all over the age of 15. The most significant insight was that whether these users downloaded from lawful or seedy sources – they were 10 times more likely to pay for music – elevating these scoundrels of the music business to the industry’s largest audience for digital sales.

It would seem as with most passions that these interests have to be maintained as they define us, so rather than identifying someone as a pirate they are just keen music fans consuming what they love whether it be legally or illegally.