Why being silly matters
Find your probes in our music
At Bridge, we're quite a fan of being transparent. You'll often find in our blogs that we dive deeply into what we're up to; not just in order to show off, but often to dig down into the bones of things - exploring not just the what, but the how, and perhaps more importantly, the why. In previous posts we've talked about market positioning, we've given an inside view of our daily operations and the stir-crazy nature of being in the office alone, talked about our recruitment strategies, and philosophized on our wider role in the industry and the responsibilities we all hold towards one another. In this month's blog, we thought we'd explore the idea of marketing a little bit more.
Musical Marketing
Talking about marketing is kind of taboo - it's a little bit like the magician pulling a bunny out of the hat and then telling you exactly how she did it. In theory, if you're conscious that you're being marketed to, the game is already lost.
But our approach to marketing is not exactly conventional. And as a case in point, the best example has to be our most recent endeavor: our musical extravaganza of the month, in which our very own Tim Langridge entreats you to spread probes every-freakin-where' . Now, creating music videos that rival that of Eurovision Song Contest entries circa the mid-90s (but with 2021 production values, of course) is not exactly a conventional marketing strategy: and yet, here we are.
The thing is, we're not really sure this masterpiece actually constitutes marketing' per se (and if it does, we want it signed up to win awards, post haste). Sure, it's another piece in the puzzle of making sure that our name is present and forward in the minds of many. But the reality is that unlike Pizza Hut, where an earworm of a jingle will probably result in you ordering pizza by the end of the week, our catchy little number is not necessarily going to inspire you to populate your network with probes (no matter how compellingly Tim might implore you to do so).
The fact is, B2B marketing works very differently. Awareness in the industry needs to stem from something that's akin to word-of-mouth (even if it isn't necessarily communicated mouth-to-mouth in these socially-distanced times). We like to think our reputation precedes us (and we're pleased to see it does), and it's this that does much of the heavy lifting in terms of ensuring that the market knows our name. The odd bit of razzle dazzle just helps it along.
And then when it comes to sales - well, like we said above, if only it could be easy as showing you a glistening slice of pizza and letting your appetite do the rest. A technology purchase as sophisticated and integral as our monitoring systems doesn't get to jump the customer gate straight from seeing to spending; a long process is (generally) involved in building a relationship; one of trust and mutual understanding, focused on the needs of each individual client rather than generic in nature.
So why bother?
If the technology B2B market - and thereby us as a company - doesn't draw any immediate or apparent benefit from weird and wacky marketing strategies, then why in the world did we devote all that time to making such a fantastically involved mega music production?
Would you believe us if we said: for fun?
Really, truly, that's the main reason. Core to our company culture', or ethos', or whatever buzz word you want to use for it is the idea that the work we do should enrich us; it should allow each member of our team to feel that they are doing something fulfilling, something of value, and something where they have the ability to make use of their skills and creativity.
That's not to say we live in a company where our work defines us. Your required levels of passion for all things 2110 may vary! We're lucky to be based in Norway, where home/life balance is understood on a level that's almost unrivalled anywhere else in the world. It's just our hope that rather than thinking of work and life as oppositional, the things we do in the Bridge office can form a part of both.
Getting involved
And the result of this is things like our most recent musical production. It's this idea of fun and a holistic approach to the workplace that we wanted to communicate, which is why the hit song is - at least loosely - based around the idea of recruitment. Having everybody involved - from the planning stages through to implementation - creates a buzz in the offices that cannot be rivalled. Those that you see on screen are only half the story (the slightly more extroverted members of the offices ), but even behind the scenes everybody gets carried up in the energy. We loved hamming up the cheese factor, whilst also actually delivering something kinda slick - our usual levels of tongue-in-cheek, technology-driven style.
Of course, as well as our office regulars, you'll also recognise a couple of special guest-stars; Gudny Aspaas, lead singer of prog rock band Ruphus', and our go-to crazy man, Aksel Kolstad. It's this kind of creative talent that we love to fuse with the technological talent that lurks deep in the underbelly of our Akerselva offices.
But really, why!?
So yes, if you ask us: why do we keep continue to invest in the Bridge Show, in blogging, in creating music videos and advent calendars and goodness knows what else, all we can tell you is: just because. Because honestly, just because' is kind of the best answer. Just because' is why we landed man on the moon, why athletes push feats of human endurance every day, why scientists study esoteric and unheard of species of moths for all their lives. Just because' represents what is truly human; passion, collaboration, cur
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
02/05/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
01/04/2026
January 4 2026, 18:00 (PST) DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION
Douyin Users Can Now Create And Share Videos With Stun...
02/03/2026
NBC Sports selected Imaginary Forces to create the main title sequence for the M...
02/03/2026
The NFL announces the launch of the NFL Draft Innovation Challenge, a new crowds...
02/03/2026
The World Teleport Association (WTA) has named Skyline Communications' DataMiner SatOps solution as a finalist for the 2026 Teleport Technology of the Year ...
02/03/2026
Ventum Tech announces a strategic partnership with Pixotope, a real-time graphic...
02/03/2026
Victory , a free, ad-supported sports streaming service, announces the launch of...
02/03/2026
Global powerhouse Delta Goodrem to represent Australia at this year's Eurovi...
02/03/2026
SBS brings together prominent voices to discuss rising social division and seek ...
02/03/2026
NITV Unveils Wednesday Night Sport Night
Media releases
A Midweek Hub for Blak Sport
Flagship NRL program Over The Black Dot moves to Wednesdays at 9:30pm
...
02/03/2026
Rohde & Schwarz demonstrates FR1-FR3 carrier aggregation, advancing 6G readiness Rohde & Schwarz and Qualcomm Technologies, Inc. have reached another pivotal ...
02/03/2026
MELBOURNE, Fla., March 2, 2026 - L3Harris Technologies (NYSE: LHX) today announc...
02/03/2026
Harvey Norman tops New Zealand's biggest ad spenders as retail leads and telcos and beverages sure Auckland March 3, 2026 - Nielsen's New Zealand'...
02/03/2026
aconnic AG (ISIN: DE000A0LBKW6), Munich, and Arqit Quantum Inc. (Nasdaq: ARQQ, A...
02/03/2026
Advanced Systems Group, LLC (ASG), a technology and services provider for media creatives and content owners, has appointed Jody Boatwright as Chief Strategy Of...
02/03/2026
Lightware, an industry leader in signal management, is reinforcing its commitment to simplifying complex AV environments with the continued evolution of its TPN...
02/03/2026
ZEISS Cinema opens its doors to an exclusive screening, filmmakers Q&A and hands-on showcase of the new ZEISS Aatma lens family on Tuesday, March 10, 6:00-9:00 ...
02/03/2026
To expand the creative potential of the compact Astera QuikBeam, DoPchoice introduces the SNAPBAG Round. The new light-shaping accessory transforms the powerfu...
02/03/2026
Douglas Dubler
On a rooftop in New York City, veteran photographer Douglas Dubler watched the sun's angle shift across the urban landscape, his internal cl...
02/03/2026
ZEISS is expanding its Otus ML lens family with the introduction of the new ZEISS Otus ML 1.4/35. This manual-focus lens is designed for photographers who live ...
02/03/2026
Matthews Studio Equipment now offers the new Dinkum Systems White FlexiMount and Phone Mount Kit, a compact, highly adaptable setup for mobile content creation...
02/03/2026
Luxembourg, February 26, 2026 - SES and Africa Mobile Network (AMN) have expande...
02/03/2026
02 03 2026 - Media release Ausfilm and Screen Australia launch joint UK market initiative
Ausfilm and Screen Australia have announced Partner with Australia (...
02/03/2026
Monday 2 March 2026
Saturday Night Live UK announces writing team
L-R: Jonno Johnson; Charlie Skelton; Celya AB; Omar Badawy; Gr inne Maguire; Laura Claxton; ...
02/03/2026
Back to All News
Netflix Unveils the Trailer for 53 Sundays, the New Film by Cesc Gay
Entertainment
02 March 2026
GlobalSpain
Link copied to clipboard
Dis...
28/02/2026
With two features seen in Formula 1 coverage, the broadcaster aims to bring view...
28/02/2026
Secretary of War Pete Hegseth addresses a crowd of approximately 1,500 L3Harris employees in Camden, Arkansas, as part of his Arsenal of Freedom tour....
28/02/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
28/02/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
28/02/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
28/02/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
28/02/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
28/02/2026
Berklee Presents Mambo Mania: Eguie Castrillo and the Berklee All-Stars Big Band...
28/02/2026
Berklee Announces Two New Summer Programs in Los Angeles The Berklee Music Business Program and Electronic Music Production and Sound Design Workshop bring imme...
28/02/2026
AI-RAN is moving from lab to field, showing that a software-defined approach is ...
28/02/2026
Autonomous networks - intelligent, self-managing telecommunications operations -...
28/02/2026
Back to All News
Final Trailer for BEASTARS Final Season Part 2' Roars Tow...
28/02/2026
New way to intentionally discover molecular glues could expand drug discovery Scripps Research scientists and colleagues show how drugs that eliminate certain d...
27/02/2026
The E.W. Scripps Company names Oliver Gray as Vice President, Network Sports and...
27/02/2026
The Gotham Sports App, the exclusive direct-to-consumer streaming home of MSG Networks and the YES Network, is now available for purchase through Prime Video fo...
27/02/2026
ESPN and the Horizon League announce a new multi-year, multi-platform media rights agreement, continuing a 38-year collaboration that began with the 1988 Midwes...
27/02/2026
At the 2026 NAB Show in Las Vegas, NETGEAR will highlight its new switch models and major updates to its Engage Controller software. The company's network d...
27/02/2026
Riedel Communications announces that Fondazione Teatro alla Scala has deployed a...
27/02/2026
Lyuno specializes in media localization, including translation, dubbing, subtitling, and voice-over services for a wide array of entertainment content. The comp...
27/02/2026
Chyron Weather 2.3, the latest edition of Chyron's weather visualization suite for broadcasters and meteorologists, recently launched.
The release includes...
27/02/2026
Telestream, which concentrates in media workflow technologies, announces expanded practical AI enhancements across its Vantage, Vantage Cloud, EDC, Stanza, and ...
Why being silly matters
