Will.i.am, Tim McGraw, Blink-182 partner with Gillette for mini tour documentaries (Slideshow)

Tyson Ritter of the All-American Rejects appears in one of four mini tour documentaries by Gillette

Courtesy Gillette

January 30 - On Thursday, January 28, the world premiere screening of the Gillette UNCUT film series, four mini documentaries by music photographer and director, Danny Clinch, was held at the Grammy Museum in Los Angeles. The UNCUT documentaries feature musicians Will.i.am, Tim McGraw, Mark Hoppus from Blink-182 and Tyson Ritter from the All-American Rejects preparing for live performances and, in the process, revealing not only some of their pre-show rituals, but moments of introspection, self-doubt and re-assurance.

Clinch, who has filmed music documentaries and music videos for bands including Bruce Springsteen & the E Street Band, Pearl Jam and The Foo Fighters, presents the films in a sepia tone offering a stunning visual look. Each film shows a different perspective in how the artists get ready to take the stage in front of a live audience. For example, Mark Hoppus rides his bike around the seats inside Madison Square Garden, Tim McGraw goes jogging, the All-American Rejects play games at an arcade, and Will.i.am mixes new DJ beats for his next show. The preparation also includes a brief scene of each artist shaving, which offers the subtle tie-in with Gillette's shaving products.

As discussed in the question-and-answer session following the screening, Gillette may be paving the way for a brand new type of artist promotion in a world where traditional advertising campaigns aren't as effective as they used to be. Will.i.am, leader of the Black-Eyed Peas, explained that he was attracted to the project because "this is the first time a brand is doing something different besides traditional commercials." Will.i.am says he wouldn't necessarily pay attention to a Gillette ad on television, but he would be more likely to watch a mini-documentary on the internet.

Director Danny Clinch addressed the perception of musicians "selling out" when they partner with brands: "This is an opportunity to get your music out there. If [the project] has integrity, it's a win-win situation."

Mark Hoppus of Blink-182 had no reservations about participating in this project: "I honestly use Gillette everyday."

Targeting young men who shave, Gillette hopes to reach consumers by showing how shaving is an integral part of rock stars' lives. "The Gillette UNCUT films show that Gillette has long been a part of the pre-show preparation of these and other music artists, irrespective of genre," said Steve Fund, Gillette Global Marketing Director.

In addition to the Gillette UNCUT series, Gillette has launched "Shave Like a Rock Star," a series of tongue-in-cheek shaving tutorials featuring the likeness of each artist.

Will.i.am, who reveals in the film that his "biggest fear is losing touch", predicts that in the next five years, corporate brands, who have the most resources for advertising campaigns compared to struggling record labels, will spawn the next big artist. He's probably right -- TV shows used to help promote rock stars, now they create them (i.e. American Idol).

The Gillette UNCUT campaign is supported by a broadcast television partnership with Fuse TV, and the films will begin airing on Friday, January 29. To watch the four Gillette UNCUT films, visit http://www.shavelikearockstar.com/