Tag Archives: DJ

Copywriter Aahana Pereira teams up with celebrity DJs for Motul Rhythm campaign

Despite always having a love for writing, Aahana Pereira never expected in her youth that her passion would translate into advertising. In junior college, she was studying science and math, but she hated it. She quickly switched to Mass Media, not because of an interest in communications, but simply because it would mean she no longer had to take math. However, those three years changed her life. The more she learned about advertising, the more she knew she would be happy in the field. She would watch old advertisements from all over the world, read long copy print ads and learned a great deal about famous copywriters. She wanted to be like them. Combining her interests in writing and advertising, Pereira decided to pursue a career in copywriting, and has never looked back.

“On most days as a copywriter I follow a brief and write copy with as many options I have time for. It is not every day that we get an exciting brief or a project, so day to day is, so to say, average. That being said, I still push to make average better. Most days we work on small budget campaigns, and I aim to make each and every campaign, whatever the size, achieve greatness and make something I am proud of. Then, once in a while, we do get a brief where we get to showcase our creativity at the highest level, and that is just plain fun,” said Pereira.

Throughout her esteemed career, Pereira has worked on many projects for prolific corporations known worldwide. She has travelled the world doing what she loves, and consistently finds unique approaches to promote a product. This is exemplified with her work on commercials for Palmolive, Colgate, IBN 7, and many more. The highlight of her career came when she was given the opportunity to work on the Drink Up campaign, an initiative by First Lady, Michelle Obama in partnership for a Healthier America that encourages people to drink more water. Most recently, she worked with Falcon Agency in Malaysia on several successful campaigns, impressing all she collaborated with.

“Aahana and I have worked on several projects since we first met in 2017 – Motul Rhythm, Meet the Sydneyporeans, just to name a few. I really enjoy working with Aahana as her ideas are strong and always on brief. I love the passion she has for her work,” said Liz Leow, Regional Account Director, Falcon Agency Malaysia.

Working on Motul Rhythm was a project that excited Pereira. It was one of the first projects she worked on at Falcon Agency as a solo copywriter. Motul, a company that produces high-performance motor oils and lubricants, is not typically associated with music, making the campaign extremely original. The idea was to hold an online contest across the Asia-Pacific area where anybody could submit their original music, made completely from the sounds of their motorcycles. They asked fans to create sounds and upload it to the Motul Rhythm website. The prize for the winners was a chance to co-produce their own music track with Asia’s most well-known DJs, such as Terence c, Idham and Flickswitch. The selected winners were also sent to the MOTO GP event held in Malaysia in 2017, and the music track mixed by the DJs was then launched at an event in Kuala Lumpur.

“I thought the idea was good. A brand like Motul, which is such a low involvement category, was getting its fans excited. The idea was true to the brand values that stands by performance. In this campaign, performance has dual application – performance of the lubricant and oils meets performance in music. It was a synergy,” said Pereira.

Although the idea of Motul Rhythm already existed before, Pereira and her team adapted it. The idea was to get audiences to participate in a competition, where they had to submit sounds from their bike and reputable DJs would take the best sounds and mix it into a music track especially for Motul. However, the challenge was to entice them in a way that would encourage motorbike fans. As a team, they concluded that the hook would be that participants would get a chance to co-produce the music track by submitting their audio clip. This was discussed over a period of discussions. However, Pereira had never worked on Motul before or even the oil and lubricant category, so this meant she had to do a lot of research to figure out just the right way to target consumers. She had a sense of the Asian market but wanted to find just the right way to reach bike enthusiasts. It was more than just making them aware of the competition, it was getting them to participate in it. With the help from the team in Singapore and support from the team in Malaysia, they managed to launch this campaign, and those lucky few consumers managed to have their dream come true by working with DJs to create a track.

Other than launching the Motul Rhythm microsite, Pereira’s team created Facebook advertisements and digital banners to get the word across. This was the first point of communication and a way to generate awareness. It was very important to write copy that would make people stop and click, not to mention character limits in digital ads. Pereira met the task with determination and commitment.

“This project was fun. It incorporated bikes and music. I loved working on it and it was amazing to hear what people could create with the sounds of their bikes,” she said.

The Motul Rhythm campaign is just one example of Pereira’s creativity and determination. She took a unique idea and targeted just the right audience. Such talent is required to be a success in her industry, and for those looking to follow in her footsteps, she offers some important advice.

“One, be persistent. Keep aiming for good work even if they are not the big budget briefs.

Two, watch films, shows, read books that will expose you to different stories and styles of writing. You never know what will inspire you. Three, have a voice in your team. No matter what your title is, say something,” she advised.

 

Photo by Biel Calderon

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DJ Kiraz, Bringing Female DJs into the Spotlight

Despite electronic dance music’s quantum leap in popularity in recent years, success for female DJs in the male-dominated industry has been scarce. But Swedish-born DJ Elin Ekdahl, known to most of the world as DJ Kiraz, has successfully carved a niche for herself in the EDM “boys club.”

EDM DJ
DJ Kiraz shot by Andy Thien

DJ Kiraz has played some of the biggest venues in the world such as ageHa in Tokyo and Exchange LA in Los Angeles. Though she’s established herself in the business, the well-travelled DJ is not content with her male counterparts dominating the dance music scene.

“I love seeing other female DJs killing it on stage,” Kiraz said. “I think we need to stick together and support each other more. We need to show that we can, and that we want to, be a part of it, too.”

Music has been a part of DJ Kiraz’ life for as long as she can remember. EDM became her favorite style of music when she was 13-years-old; but it wasn’t until she saw a female DJ take the stage at Club Atom in Tokyo that she wanted to learn the craft and become a DJ as well.

“I was so excited, as it was the first female DJ I had seen there,” Kiraz said. “However, her music selection was completely different from the club format, and she seemed to have a guy helping her out in the DJ booth.”

The experience filled her with determination. She recalled, “That’s when I knew I wanted to prove that girls are equally capable of being great DJs.”

Kiraz went back to Europe to learn the art of the club DJ. She studied under some of the most successful European DJs such as Swedish DJs Mikey Mic and Havin Zagross, and U.K. DJs John Taylor and Graeme Lloyd. Two years later she was on stage at the biggest clubs in Japan including Warehouse702, Club Asia and ageHa.

The gig at ageHa, Japan’s largest nightclub, took Kiraz’ career to new heights. The club’s 2,500-people main stage had been previously played by world-renowned DJs such as Armin van Buuren and Paul van Dyk. DJ Kiraz stood in their footsteps and shined.

“It was nerve wracking, but so much fun,” Kiraz said.

Kiraz has played all kinds of EDM from deep house to hardstyle. But trance has been her true passion.

“Trance makes me happy,” Kiraz said. “It makes sad. It gives me goosebumps. It makes me feel something.”

The loyalty to her joy has clearly served Kiraz well since her move to the U.S. She’s played alongside internationally renowned DJs Simon Patterson, Sean Tyas and Headhunterz at Exchange LA in the heart of Downtown L.A.’s thriving club scene.

The similarities between L.A. and Tokyo took DJ Kiraz by surprise.

“I was told that it would be so different and that I would need to change my style of DJing,” Kiraz said. “But honestly, if we are talking electronic music crowds, I don’t think that they are all that different. They all dance, they all rage and they all have a true passion for the music.”

Kiraz’ ability to heat up the dance floor all over the world has earned her a loyal fan base, too.

“There aren’t enough female DJs out there that can play the way that Elin can,” fan Kelly Sandgren said. “She really knows how to bring great energy to a set and I haven’t seen many other DJs, male or female, who can do it as well as she can.”

But DJ Kiraz’ gender has been just a small part of her story. Her time in the genre as both a fan and DJ, and her love of and loyalty to trance has earned her spots at major league clubs on both sides of the Pacific.

“My style of music is unique, especially for a female DJ,” Kiraz said. “I have a lot of experience in the industry, and I have been able to closely observe the evolution of electronic music from three completely opposite sides of the world for the last decade.”

Outside the club, DJ Kiraz has hosted her bi-monthly podcast on SoundCloud since October, 2013 at www.soundcloud.com/kiraz-1.