In March of 2008, PrimalScream Music cast a net in search of prospects for an all-girl band to appear in a national ad campaign. A veteran Creative Director/Executive Producer with a track record of crafting original, iPod-worthy ad music, PrimalScream’s Nicole Dionne was ideally suited to the task.
This time, however, the ante had been upped. Not only would Dionne have to bring together an ensemble to record original music, she would have to assemble a full-on, radio-ready, photo-friendly band that could rock the spot in live performances. Oh, and there might be some TV appearances too. And a website. And more original songs to be written and recorded. Oh, yeah, and the advertiser is a lingerie company, with the musicians showcasing the product line.
And so, 450 agents and managers later, on top of blanketing schools, music stores, and more to find talent, after four months of auditions, Dionne delivered not just a song, or a band, or even a brand band. She delivered the total package, "Advertising’s First and Hottest Bra Brand Band,"called The Vassarettes.
The band has since played to a sellout crowd at the Cutting Room in New York; appeared in Marie Clare and In Style ads, as well as the back covers of Us Weekly and Blackbook; and – 
in collaboration with Stuart Brawley, Joe Cocoran, and Steve Bertrand – Dionne and the band have created three more songs. The Vassarettes will make their TV debut on Style Network‘s "Running in Heels" on April 19, 2009.
"It is very gratifying to have found girls who have spent their lives being disciplined, who have worked so hard to learn to play instruments and to sing, and see them so quickly advance their careers and gain such invaluable experience," Dionne said. "I look forward to seeing all that they do with this lift-off in their lives." She also expressed her appreciation for the vision and support of the brand and agency. "We were presented with a great and unusual opportunity," she enthused, "and we’re extremely proud of the results."
PLEASE DIRECT ALL PRESS INQUIRIES TO:
Tiffany Genz
Manager- Marketing, Advertising and Communications
Tiffany_Genz@vfblp.com
718-473-6480
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