FARGO - A downtown Fargo marketing firm is hoping some of pop star Bruno Mars’ 24K Magic rubs off.

Abovo has created the parody video “24/7 Branding” to the music of Mars’ hit song, with five of the company’s employees singing, dancing and performing to tout the firm’s marketing prowess.

Staff at Abovo put about 200 hours into creating the video in-house, including the singing, color correction and animation. It was released on the Abovo Facebook page on May 22, Creative Director Andrew Young said.

“We’re happy with it, I guess. It’s reached almost 10,000 people,” Young said Friday, May 24.

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Young said Abovo does so many things in the area of marketing, that it can be difficult to present. Phrases such as search engine optimization, web site design and social media make customers’ eyeballs roll, he said.

That’s when Abovo’s Bruno Mars fans decided to go all-in with the pop superstar's funky tune.

“Well, we like music, and we’re good at music, and we produce music, and we like to have a lot of fun. And so, as a team, we sat down and wrote a parody to 24K Magic,” Young said.

“For the song to resonate and set well, one of the lines of the chorus had to be similar to the actual song,” Young said.

The line “24/7 branding everywhere” matched up with “24 karat magic in the air,” he said.


Abovo didn’t approach Mars or Atlantic Records for permission to use the music.

Young said Abovo had gotten legal advice saying that they could use the song as a parody, and almost every word of the lyrics was changed.

“We had guidance on it, absolutely,” he said. “We’re not asking for a sale in it. That’s not our goal. We just want to inform people about what we do. And do so in a way that was unique and authentic to us.”

The video “was just generated to be fun,” he said.

“This type of project would be a dream for us to do for any of our clients,” Young said.

Young said it was important to take on such a challenge.

“For us, it’s just sort of walking the talk and talking the walk,” he said. “Sometimes the things created simply to motivate, to move and to entertain, can go a long way.”

Feedback has been good.

“Mostly people are saying they wish they worked here,” Young said. “People are just enjoying consuming it, is what I am reading.”

Visit www.TeamAbovo.com/24-7-branding/ to watch the video, hear the song and read the lyrics.