The Hip Hop Producer, the Telecoms VP and the Event Strategist.
It kind of reminds me of the butcher, the baker and the candlestick maker!
Well, this particular story doesn't start in a bakery, It starts at the Kentucky Derby, one of America's biggest sporting occasions, where three people from completely different worlds came together and an idea was born.
First, we had Frank, a legendary West Coast hip hop executive producer and cousin of the "OG" Dr Dre, with connections across the LA music scene, including names such as Lil Wayne, Jay-Z and Eminem.
Then a Vice President of Digital Policy from the telecommunications industry, bringing a completely different perspective on technology, audiences and global markets as well as an amazing dress sense.
And finally, me, Howard. The event strategist and producer, the chap who likes to look at the bigger picture, connect the dots and work out how to turn a slightly crazy idea into something that actually works.
Now, put those three together and what do you get?, well, apparently, a hip hop track for Formula 1! Yes, you read that correctly!
Let's go back to 2025, when that rather unlikely combination of people led us to develop something a little outside the usual world of corporate events, an original track called "GOFAST", designed to take listeners through the experience of a Formula 1 race. It starts slowly, almost like you're walking through the paddock before the race. The anticipation builds, the atmosphere changes, the tempo picks up and then, with multiple lyricists bringing their own energy, you're right in the middle of the action. Engines roaring, adrenaline pumping, and a soundtrack that makes you want to put your foot down.
Disclaimer: Please drive responsibly when listening to legendary music!
We approached several automotive brands with the concept and let's just say getting the attention of a major car manufacturer can sometimes be harder than getting an F1 driver to stop talking about tyre strategy.
But here's the thing, I still own GOFAST, and more importantly, the experience opened up a much bigger creative opportunity. Through our agreement, HOWARD&Co can bring together genuine talent from the LA West Coast hip hop scene to create bespoke, original music for brands, sports teams, organisations and even individuals.
We are talking Real artists. Real lyricists. Real music and definitely not AI-generated.
And this is where I think things get really exciting, Imagine a racing team with its own original anthem, something supporters recognise instantly and want to share,
a football club creating a track that brings together its players, fans and local communities or an automotive brand using music to reach audiences who might never engage with a traditional advertising campaign.
Music can travel across borders, generations and communities in ways that conventional marketing sometimes struggles to achieve, It can create identity, build emotional connections, attract new supporters and introduce your brand to entirely different audiences.
And when you combine that with live events, launches, fan experiences, digital campaigns and the right storytelling, the possibilities become amazingly interesting.
At HOWARD&Co, this is the kind of creativity we love, we don't believe event design begins and ends with choosing a venue, booking a caterer and putting a few lights on a stage.
Sometimes it means bringing entirely different industries into the conversation and asking, what could we create together? And sometimes, as we discovered at the Kentucky Derby, the most unexpected conversations lead to the most interesting ideas.
So, to all the motorsport companies, race teams, football club owners and brand leaders out there, here's my question.
Could an original piece of music help grow your fan base, attract new members, reach different communities and ultimately increase the commercial value of your brand?
If you're curious, let's have a conversation and who knows, your next big marketing idea might not start in a boardroom, It might start in a recording studio in Los Angeles.
And as for GOFAST? Well, I still think it deserves to hear the roar of an engine!
So here's a little favour I'd like to ask my network, If you know a Head of Marketing, a motorsport executive or a passionate sports team owner who might see the potential in this idea, please share this story with them.
Sometimes all it takes is the right introduction to turn a creative idea into something extraordinary, and if that person is you, let's have a conversation. I'd love to play you GOFAST and explore how this would work for your company or what we could create together.
Who knows where the next chapter of this story might take us!
Howard
Founder, HOWARD&Co
Based in Switzerland - Working globally.
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