First work is an exclusive track by Tiësto and Tate McRae for Atlantis The Royal
NEW YORK, Nov. 9, 2022 /PRNewswire/ – Global experiential advertising agency Momentum Worldwide has launched the Talent Collective, a center of excellence in the music, entertainment and gaming industries that combines over 25 years of experience working with renowned artists, celebrities, influencers, and global brands, such as Walmart and Coca-Cola.
The Talent Collective launches with its first piece of work, a brokered partnership between Atlantic Records, global superstar Tiësto, pop sensation Tate McRae and Dubai’s newest ultra-luxury resort, Atlantis The Royal. The Talent Collective worked closely with the artists and Atlantis to craft a bespoke song that best represents the unique duality of the property—the luxurious experience of daytime and the limitless possibility of the evening. They then brought the artists to Dubai to film the music video for “10:35” at the yet-to-be-opened location. The result is a stunning art piece that will be leveraged by the brand in their launch campaign and by the artists to engage their fans.
The Talent Collective worked closely with the artists and Atlantis to make this unique project come to life. The music video can be found here.
Headed up by Glenn Minerley, SVP, Head of Music, Entertainment & Esports, The Talent Collective is focused on a strategic, unbiased approach to talent buying that enables brands to work with the right talent to best meet their creative and business objectives.
Commenting on the launch, Glenn Minerley, SVP, Head of Music, Entertainment & Esports said, “We’ve seen demand from clients looking to integrate celebrities into their brand campaigns increase over the last few years, so we want to formalize The Talent Collective as a center of excellence for our global clients and offices to access. Momentum has 25 plus years of experience at the intersection of talent, culture and brands, and wants to continue making groundbreaking work possible.”
Layan Al Hafi, Marketing Director at Atlantis Resorts, added, “We are beyond excited that music icon Tiësto and one of today’s hottest stars, Tate McRae, have collaborated to create this incredible track to celebrate the essence and energy of Atlantis the Royal, which officially opens in January. The Talent Collective made this amazing experience possible through collaboration, and I can’t thank Glenn and the team enough for being a key driver in managing this project.”
ABOUT MOMENTUM WORLDWIDE:
Momentum Worldwide is the world’s first global experiential advertising agency. Built on the simple truth that it’s not what brands say, it’s what they do that matters. Momentum delivers total brand experiences by blending creativity, technology, strategy, insights and flawless execution. The agency has concurrently been named Best Sports Marketing Agency, Best Experiential Agency, Best Place to Work, Agency of the Year and Most Honored Marketing Agency by multiple outlets and award shows around the world, including the Industry Craft Grand Prix at Cannes and Best Approach to D&I at The Drum Agency Business Awards. Momentum Worldwide has been awarded two of the world’s leading certifications for sustainability, ISO 14001 and ISO 20121, and are the first global agency to use TRACE, a real-time carbon impact tool for physical and virtual experiences.
ABOUT ATLANTIS THE ROYAL:
The new iconic landmark of Dubai, Atlantis The Royal welcomes guests to an experience that will completely redefine their perspective of luxury. Crafted by the world’s leading designers, architects and artists, this is a destination where everything has been designed to challenge the boundaries of imagination. Atlantis The Royal ignites the horizon with a collection of 795 elegant rooms, suites and signature penthouses. Featuring stunning views of the Dubai skyline and the Arabian Sea, 44 rooms have private infinity pools. The resort delivers a curated array of awe-inspiring experiences, inviting guests to swim among the clouds in sky pools, be dazzled by fountains that breathe fire or dine at more celebrity chef restaurants than anywhere else in the world. Guests are taken on a journey of the impossible, with artful masterpieces, iconic entertainment and beautiful craftsmanship at every turn, where the highest level of service will set a new standard in excellence.
Atlantis The Royal is the place where something incredible happens at every moment. https://www.atlantis.com/atlantis-the-royal
SOURCE Momentum Worldwide
