Alex Da Kid and Sir Martin Sorrell join forces to help brands reach Generation Y

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ONE IS the producer behind some of the biggest hits of recent years. The other is the most powerful adman in the world.

Now Alex Da Kid and Sir Martin Sorrell have joined forces to bring music to the forefront of marketing.

Mr Da Kid, who produced hop hop superstar Eminem’s biggest-ever selling single, Love The Way You Lie featuring Rihanna, is the chief executive and founder of KidinaKORNER, a fast-growing record label that has been successful at reaching and speaking to mass audiences, in particular Generation Y, the so-called Millennials born between 1980 and 2000.

The tie-up with global advertising giant WPP will provide KidinaKORNER with more resources and capabilities, the pair said in a joint statement from the Cannes Lions International Festival of Creativity.

Mr Da Kid said: “Music is extremely powerful and plays a very important role in people’s lives, connecting them to a moment that is uniquely personal.

“Unfortunately, it can often be the last thing to get attention when programs are being planned. KidinaKORNERCreate offers a new model, bringing music to the forefront of every level of the creative process; planning, strategy and execution.

“This approach will create more substantial and meaningful engagement with the audience.”

Sir Martin, founder and chief executive of WPP, said: “Alex is not only a hugely successful producer, but a genuine innovator. The ability to offer clients fresh approaches in the world of branding and content is becoming increasingly important, so we couldn’t be more pleased to announce this exciting new partnership.”

KidinaKORNERCreate will be based in Los Angeles and will work with brands and agencies.