01 Jul An Inside Look Into The PR World With Raphael Aflalo From My Love Affair
By: Melissa Mallin
How did you, David and Cathy Guetta meet and what made you decide to start your own PR agency?
David, Cathy and I happened to meet through common friends, as we were all on holiday on an island in the south of France back in 2011. We talked and came up with the idea of setting up My Love Affair. Back then, David was being solicited by more and more brands from around the world, but was lacking a real team effort to negotiate and capitalize on those opportunities. That was the ground reason for setting up My Love Affair.
Can you give us a little background and history of My Love Affair and why it’s important that brands and entertainers are brought together?
Our vision from the start has been that this expertise could be serviced to both brands and entertainers from anywhere and within any category of products. The rise in need for ‘entertaining’ their consumers was already skyrocketing then and is at an all-time high now.
Explain your vision for the company. What exactly do you think brands and artists have to offer each other and how do you go about meeting consumer expectations?
Our tagline is “Brands and Artists for Fans Entertainment.” The idea is that the connection between a brand and an artist, at all times, needs to remain imagined around the fans/consumers’ best interest. From content to experience, it’s all about how we can conceive and develop partnerships that will be in the fans’ best interest. Any campaign or project that keeps this at its core will guarantee visible results, both for the brand in terms of brand image, as well as a for the talent, who will as a consequence, keep being the entertainer that fans love him/her for.
What exactly do you think brands and artists have to offer each other and how do you go about meeting consumer expectations?
Both parties have a lot to offer each other and the amount of recent campaigns can prove that. From the brand’s perspective, a talent can give it clear access to a quantity and type of fans it would never be able to reach organically otherwise. The organic part is essential, as it allows the brand to subtly connect to these consumers, using content which such consumers would be attracted to, not just from an advertising perspective.
From the talent’s side, people often refer to the financial aspect, which is only one piece of the puzzle. A brand partnership can bring a lot of additional promotion and exposure to a talent, depending on the campaign. Additionally, it also allows a talent to produce content or events that it wouldn’t have been able to realize otherwise. The brand then becomes a new content or experience producer that powers special moments for consumers.
To read the full interview with Raphael Aflalo from My Love Affair and to get even more exclusive content, then check out the magazine now. This article can be found in Issue 11 of EDM World Magazine! Download the app for free. Apple users click for access on your iPhone or iPad. Android users click for access here.