Five Volvo spots created by MVBMS New York including "Safety Concept Car" (directed by Big TV) and "Moon" (directed by Lance Acord) are scored by "Polaris," a Mex-Tech track by Bostich, a member of Mexico's Nortec Collective. Robert Kaplan, MVBMS's music producer and a self-described electronic music head was familiar with the Nortec album, "The Tijuana Sessions" as was MVBMS exec producer Tom Meloth; they both saw the fit between the electronic fusion music and the Volvo brand.

"We try to get music that reflects the tonality of Volvo; it's the safest car, but also has a heavy emphasis on design and modernity, resulting in a great mix of style and humanity," says Kaplan. "We try to find music that reflects that; that is progressive and electronic, utilizing innovative beats, that at the same time has some sort of distinct humanity. Nortec is a collective of artists who put ambient sounds, beats and traditional norteño elements together."

With this in mind, Kaplan contacted Ryko Publishing, which in turn contacted Kim Buie, who is head of West Coast operations and co-head of A&R at Nortec's US label, Palm.

"Volvo has been the highest profile opportunity that Nortec has had so far. We've had about seven licences total but this is the most significant campaign," says Buie, who comments on the open-mindedness of the MVBMS peeps. "They flew down to Mexico City to see a show and meet the band and get more involved with who they would be working with. For us, it's one more great story that's been unfolding since the beginning of 2001."

For Kaplan, it's part of the ongoing musical strategy applied to Volvo, connecting the brand with the right tracks.

"We try and pick young, innovative and mostly electronic artists that make great records who don't have a lot of opportunities for mass market promotions. For example, we have another campaign on air using music from Uberzone," says Kaplan, who seems to have no trouble connecting with the right artists.

"I am suspicious of companies that represent hipness. The reason we used Nortec or Uberzone is that we liked it. They are good people with distinctive music that helps us get our message across. People who set themselves up as 'grooviness advisors' sicken me."

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