StorageBlue LLC, which operates five self-storage facilities in New Jersey, released a music video this week on various streaming platforms featuring recording artist and reality star Betty Idol. The original song and music is the first production from the company’s new Entertainment Division, StorageBlue Music, which it launched earlier this year.
“Too Much Junk” focuses on merging lifestyle and pop culture with the StorageBlue brand, with the goal of introducing an innovative way to promote the self-storage industry, according to the source. The project assembled a 40-member team to execute the vision from StorageBlue Founder Alan Mruvka, who produced the video with music industry veteran Debra Baum. The video was filmed in Miami and directed and choreographed by Cultura, who’s known for her work with Maluma, a singer, songwriter, rapper and actor.
“With the creation of ‘Too Much Junk’ for StorageBlue, we are taking the first step in disrupting advertising as we know it, simultaneously executing all these missions in a unique and excitable way,” Mruvka said. “This campaign is just the beginning of what’s to come under StorageBlue’s Entertainment Division.”
The video is also available for viewing on StorageBlue’s YouTube channel.
Mruvka founded E! Entertainment Television and has produced feature films and television series. He plans to produce additional entertainment content in Miami, where he has a residence.
StorageBlue operates facilities in Garfield, Hoboken, Jersey City, Newark and Union City. In addition to self-storage, it offers U-Haul truck rentals, moving supplies and a valet-style storage service called StorageBlue Now, which it launched in 2016.