DIESEL / INTERACTIVE MUSIC VIDEO

Watch the video, produced by Stink Digital, here.

Intrigued? So were we. We caught up with Anomaly's Paul Graham to get the skinny on the skinny jeans.

Contagious / Tell us about your new music venture.

PG / Josep Xorto is the first artist to sign with the newly formed collective, Anomaly Music Group. It's intended to be part-label, part-management, part-publishing, but redesigning what each means and how they work together, by gathering instead a group of individuals (one from each discipline, including the artist) who then all jointly share the IP in any given artistic output, in return for their time and expertise in finding new ways to gain exposure and revenue for all the represented artists. This collective will handle all management, licensing, syncing, admin, publishing and promotion, using new business models and the power of the web, then distributing the proceeds. The track can be purchased at www.ahundredlovers.com.

Contagious / So how does this fit in with the Diesel project?

The first Anomaly Music project, for Diesel, combines a number of briefs into one. When asked for a number of ideas to help a) demonstrate a real brand behaviour that supported Anomaly's new Be Stupid philosophy, b) feed into a site redesign, c) invigorate its approach to social media, d) integrate Be Stupid with Diesel:U:Music and e) find a better way to handle product online, Anomaly returned with something designed to deliver all briefs in one: an online music video, which would star creative people who were real fans of the Be Stupid message and who had been recruited through social networks and diesel.com using an animated online manifesto for Be Stupid, offering them exposure to help them support their separate creative activities whilst at the same time supporting a new undiscovered artist (the singer Josep) all the while also promoting Diesel's new Spring/Summer catalogue.

This is all done via an interactive version of the video found on diesel.com which can paused, rewound and forwarded for use as a fully explorable browser of everyone's online profiles and the Diesel clothes they are wearing. Anomaly Music Group will then promote Josep and help him sell his work commercially.

Contagious / The Anomaly model, with its focus on intellectual property as well as advertising, is famous in the US. How are you playing it out in the UK market?

Anomaly is not just a name. When we're at our best, it defines everything we do: from the way we think; the organisations and individuals we work with; the deals we negotiate; the backgrounds and skills of the people we employ; the way in which we employ or collaborate with them, and where our people are in the world at any given moment. The name Anomaly gives us a mindset and a certain freedom to answer business questions in a creative and different way. Our business model is designed to enable both a very senior and a very diverse set of people to surround any business issue and, because we don't ever sell time and we only have one P&L, we have no financial incentive to recommend any one solution over another. And because we prefer to be remunerated through equity, share of sales or some serious form of payment by results, we genuinely search for the answer that will make the most commercial difference, as well as the most creative difference (which we thoroughly believe can be one and the same). We therefore start with a number of different angles based on some of the phenomena that commerce and marketing are currently facing, and rather than cut-and-paste an off the shelf answer based on what we've done before, or what we think we'd either like to do or might be able to do easily, we start with a blank page and an open mind. We spend most of our time exploring all sorts of strange and interesting possibilities (from time to time even arguing with ourselves the whole way through, always searching for the best possible solution). And a healthy dose of doubt, humility and light paranoia helps too.

http://www.diesel.com/ahundredlovers/