Music & Brands with RA*W talent Ļubov Jefimova
In each episode, we feature a different talent (from the RA*W community), focusing on their musical influences and connection to brands. How do young talents in the creative industry perceive music and sound in advertising and branding? Which brands do they admire? And, of course, we want to know who their favorite artist is.
Who are you, and what do you do?
My name is Ļubov, but most of my friends and colleagues call me Love, the literal translation of my name. I’m from Latvia. I’m a master’s student at the Erasmus University in Rotterdam. I’m combining my studies with a role as a strategy intern at 180 Amsterdam. I also give guest lectures at the Prins Claus Conservatory in Groningen, helping young musicians to build their brands and expand their knowledge in branding and marketing. Last but not least, I’m a WE ARE RAW* ambassador, mingling in the exciting scenes of the creative industry.
Which brand do you admire and why?
When I think about brands that I admire, one brand really stands out. It is genuinely one of the only brands that I follow on socials in my personal time: Jacquemus, a French fashion designer. Even though I’m not into the fashion industry, this brand shows me something wonderful: a human side, in an otherwise harsh and competitive industry. With his fashion, Jacquemus portrays his life story. Jacquemus taught me that it is so beautiful to own your history and present it uniquely and lovingly. He makes his brand so desirable to each audience. He knows how to build recognition and desirability. Even though Jacquemus is an established player on the market, to me, the brand is unique because it’s still daring to be playful and silly. It is not scared to show its human side. For me, it is essential to feel that there is a human behind the brand. A human with a story, a unique voice. A brand that dares to be real. Someone who says: ‘I’m gonna create something that is 100% me, and I’m cool with that.’
When you think of your favorite brand – if it had a theme song, what would it be?
Which brand (national or international) distinguishes itself by embracing the use of music? Do you have an example of a campaign that demonstrates this?
There is a new Mercedes campaign, a very funny one actually, with Lewis Hamilton. They chose one very good and fitting song that matches the campaign’s concept and used a humorous approach to make it all come together. They use extra sounds to elevate the visuals. The music doesn’t directly start at the beginning of the video. First, there is a build-up, and the song is being played at the exact right time, the video’s climax. Every time I watch it, the song gets stuck in my head. Proving that it’s a good music fit and campaign execution.
What is your favorite artist/band? Can you explain why?
Jungle. I love it. Nothing gives me so much joy and energy as funky disco beats. Jungle’s groove is all about bringing you to a world of joy. The storytelling in their lyrics creates a lens that depicts in-depth storytelling with a positive point of view. Apart from their music, their video clips are pieces of art. Dancers perform choreography by Seun Latukolan, he makes it look so effortless, yet you can’t take your eyes off it. It translates the feeling of the song into a visual and physical masterpiece. The band members show their kindness and good energy in interviews, further attributing to the incredible energy in their songs. Lately, their newest album ‘Volcano’ received a lot of popularity since their hit ‘Back on 74’ went viral on TikTok. However, I think that their previous albums also deserve credit. Jungle is one of the only artists of whom I can listen to every album, front to back, without skipping anything.
If you compared that artist or band to a brand, what brand would that be?
I think Jungle would be a great fit with Nike. With their strong storytelling, Nike convinces their audience that anybody is an athlete. Empowering them to be positive and energetic – so does Jungle. Especially their song ‘Keep Moving’ – encouraging people to, you guessed it, keep moving. The amazing energy of the dancers in the video also screams Nike. Honestly, put them in some clothes, add a Nike logo, and the ad would be done.
Which song takes you back to a certain moment in your life? What moment is that, and why is that song so connected?
Loud Places, by Jamie XX and Romy. This song came during very uncertain times for me. I didn’t know about this song before the pandemic, and I found this song during an isolated period when I felt lonely, doubtful and uncertain. It was during the second year of my bachelor and I was looking forward to my next year because I would study abroad and have an exchange. But in no time, everything crashed due to COVID. I needed to sit down and adjust. I am a person of habits; building routines is something that helps me to keep moving (little wink to the previous song). So, I tried to create a morning routine to still be able to set an energy for the day. And then, this song came by. It changed everything. It gave me a feeling of euphoria in an otherwise rather stressful time. To this day, turning on this song brings me a moment of strength and happiness. It’s like a memory box that brings me new energy to be strong and enjoy life every time I open it.
“I see music in your eyes”
Client DirectorContact Maurice