Redline's website attracts new client, agency set to 'run with the pack'

A fledgling power-trio featuring Charlie Murder on vocals and guitar, and brothers Morgan and Redge O'Kennedy on drums and bass, Jackal+Wolf exploded on to the local rock scene with music influenced by the classic sounds of Led Zeppelin and Black Sabbath, the metal power of groups like Metallica, and the informed vitriol of Rage Against the Machine.

Interestingly, they have elected to remain independent and not sign with a major music label, preferring to embrace the free music philosophy. Their debut album, The Cathedral and the Bazaar, is not only a tribute to the free music philosophy that inspires them, but available for free download on their website, www.jackalandwolf.com. The band has also pressed 1 000 discs to give away at their upcoming performances.

Commenting on the new business, Redline managing director, Dave McCullough, said the consultancy was thrilled to be ‘running with the pack'.

“To say we've been inspired by Charlie, Morgan and Redge is an understatement,” he said. “We really like what they're doing, and the way in which they're going about it. In fact, the title of their debut album is from a book by open-source software exponent, Eric Raymond. It refers to the concept of the cathedral representing commercial and corporate interests while the bazaar represents complete creative freedom.

“Further more, proof of the synergies that are going to spark between us is the fact that they found us through a medium in which we truly believe, and had spent a great deal of time ensuring reflected our personality - our website.

“Developed by a young lady who joined Draftfcb's digital interactive division as a trainee, excelled during her internship and is now a full-time employee, it features the face of a Redline intern who worked with us in the office as part of the practical component of her PR course. She is now a full time account executive.

“It's just so apt that Jackal+Wolf came across the website, which really does burst with the pride we take in watching our trainees grow into ‘magic' people capable of making a very positive contribution to our business, because I'm sure they felt that we would take the same amount of pride in them,” he said.

In addition to exposing the band to the music media and all those involved in the music scene be they participants or consumers, one of Redline's key tasks will be to gain the attention of the advertising and marketing industries who may be interested in working with Jackal+Wolf on their ad campaigns.

“As we all know, music is an integral part of marketing communication, particularly television and radio work, and increasingly on digital platforms such as the internet and mobile phones. The sheer energy and power, as well as social commentary, of Jackal+Wolf's performance are certain to enhance any ad, and give it particular resonance with those who embrace the band's philosophy,” he said.

In you'd like to know more about the band or listen to some of its tunes, visit their den on www.jackalandwolf.com, or go to www.fcbredline.co.za to contact Dave McCullough.