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News |  07 Nov 2014 17:53 |  By RnMTeam

Maroon 5 to premiere new song 'Sugar' on Nissan ad

MUMBAI: At the Billboard and Hollywood Reporter Film & TV Music Conference on Thursday, November 7, Maroon 5's manager Jordan Feldstein revealed that the band’s song ‘Sugar’ is set to be featured in a new Nissan campaign scheduled for 18 November.

Maroon 5 has worked with three different car brands in the past 18 months including Honda on the Civic Tour last year, Kia on a campaign with the single ‘Animals’ that premiered during the MTV Video Music Awards earlier this year, and frontman Adam Levine is part of the Nissan activation through ‘The Voice’ and now will be featured in this new commercial.

"We just want to see Maroon in every car commercial," joked Feldstein, when asked whether fans would see Maroon 5 dancing like the computer-generated hamsters do in recent Kia commercials. "As long as that happens, we will dance any way they want," he further said.

Billboard senior correspondent Andrew Hampp, who was moderating the What Cars Mean to Music panel, asked Feldstein what value car brands have had for his band, and the manager said they rely on brands across the board for exposing the music, different streams of income and other promotional opportunities.

Feldstein also said that the key to the Kia campaign was that they took a song before it went to radio and offered support early that helped catapult the track that's now a "smash." Feldstein expects similar success for ‘Sugar,’ from the album V, which was released earlier this year.