BETC Pop & BETC Luxe accompanied Sofitel Hotels & Resorts to create the new brand song. “Rêverie” was written specifically for Sofitel, inspired by the brand’s ability to blend local culture with French art de vivre. A mix between French heritage and US culture defines the duo HAUTE who created this original track with bespoke lyrics.
“Rêverie” by HAUTE, is the new signature song for Sofitel Hotels & Resorts, created in collaboration with BETC. A new musical dimension that fits perfectly into the new experiential strategy wished by the brand. This consideration, exploring deeply and from a sensory point of view the Sofitel brand identity, allows the encounter of luxury brands and young talents, such as HAUTE.
Sofitel and HAUTE are brought together by their mutual passion for travel and the discovery of new cultures and environments. The group’s two members, Anna and Romain, have lived on both sides of the Atlantic and can relate to the wonders associated with travel and authentic luxury, which are embodied by Sofitel.
BETC Pop accompanied the production of each of the “Rêverie“ versions (instrumental and vocal) and created musical guidelines for the hotels, enabling them to deploy the song properly. This track will be used throughout all the Sofitel touch points and guest journey: openings, press events, conventions and speeches, on-hold music, advertising and promotional videos.
To reveal this new track and this collaboration, BETC Pop gathered young French talents. Arnaud Giacomini, music video and documentary director, and Nathaniel Aron, DOP also known for his work in fashion and his collaboration with Kanye West, produced a music video and an interview of the artists within one of the Sofitel hotels (Production: Soldats).
Clip : https://youtu.be/rOEKnlQdNyM
Interview : https://www.youtube.com/watch?v=0AGcLofa7yo
Christophe Caurret, Music Creative Director of the agency, says: “HAUTE is a French duo expatriated in Montreal. This broad-minded group cultivates diverse musical influences: hip-hop, electronic music, or pop. This is why it seemed relevant to us to associate them to a brand like Sofitel. Here, music strongly participates to enrich the Sofitel brand message and its cultural footprint.”
Ascending figures of the French scene, the duo HAUTE realized last year its first EP “Reciprocity“, and a second one this summer. Lovers of artistic collaborations, the duo already created mix tapes and special tracks for I-D, and appeared within Nova Tunes and Nowadays Records compilations. HAUTE is currently working on the release of its first album