By: Mark Fitzgerald
Detroit Media Partners, the business unit for the Detroit Free Press and The Detroit News, figures it has a hit on its hands with the song for its new branding campaign. So if the song “This Time” by Brian Vander Ark and his Michigan-based band The Verve Pipe doesn’t move you to buy a newspaper, Detroit Media hopes you’ll buy the single.
On April 21, in perhaps a newspaper first, Detroit Media released “This Time” as a single, available exclusively on iTunes. Singer Vander Ark noted that the song was the first he has recorded that he did not write, but felt he wanted to be part of the effort. The tune was originally written, arranged and recorded at Harvest Music + Sound Design in Lansing, Mich., and co-produced by Detroit Media.
“As far as I know, this is the first time a newspaper company has ever commissioned, published and is actively marketing an anthem for their community,” Rich Harshbarger, Detroit Media’s vice president of consumer marketing, said in a statement. “Music has the ability to emotionally transport people.”
Check out the song here.