A new, six-episode web series brings together the sounds of Italian musicians and the stories of their lives. It’s all part of a marketing campaign for the new Ducati Scrambler, a motorcycle that the manufacturer bills as having a “non-conformist nature”, the very same thing that many musicians are accused of.
Scrambler Ducati Live features six live sessions and interviews with emerging musicians in Italy. The project is carried out in collaboration with Fonoprint, the historic recording studio in Bologna which has hosted and contributed to the greatest hits of artists such as Zucchero, Vasco Rossi, Francesco Guccini, and Andrea Bocelli.
Sunday Morning records their live session as part of the Ducati series.Photo courtesy of Ducati
The bands featured in the series represent a variety of musical genres from rock and blues to folk and post-punk. The bands each sing in English. The list of featured talent includes Jennifer Gentle, Giungla, Bee Bee Sea, Black Snake Moan, and Sunday Morning.
The first episode of the web series is available on Scramblerducati.com, on the YouTube page and on the Scrambler Ducati social channels. It features Eugenia Post Meridiem who, in the setting of the recording and production facilities of Fonoprint’s Studio A and the Scrambler Ducati Food Factory restaurant, talk about themselves in music and words.
Ducati isn’t the only company incorporating music into the promotional rollout for its products. Singer Chris Stapleton recently covered a vintage song by legendary R&B singer Al Green for a new Ram Trucks campaign. DJ MK created a Spotify playlist as part of a multifaceted initiative surrounding the refreshed 2021 Jaguar F-Pace. Ford tapped DJ D-Nice for an F-150 commercial while Hyundai teamed up with singer/songwriter Ren Harvieu to create new music that celebrates the possibility of a zero emissions future.
Other automakers are getting straight into the headphones and speaker game. Bugatti and Tidal have co-created a new type of speaker system for high-end clients while Lamborghini and Master & Dynamic have launched a series of head- and earphones.