“Beyond Just Music Licensing In Advertising” http://schedule.sxsw.com/2012/events/event_MP12085 If advertising agencies are moving beyond the 30 second spot to produce “content” – why are we deaf to the aural component? We need to start thinking with our ears, not just our eyes.” Key insights Music speaks to the heart and has enormous potential to do the “heavy lifting” in communications and let brands connect with people in stronger ways that they currently do. We need to go beyond the current focus on ownership and licensing to produce genuine partnerships between brands and artists that are mutually advantageous. Transparency is key for both artists and brands when negotiating the deal. Beyond just playing a track over a commercial message, we need to be far more creative in the way that we blow music out. This is not about offering large amounts of money to artists, it’s a collaboration and brands have far more things that they can offer in exchange for using a track. While music does much of the heavy lifting when it comes to connecting brands and people in a meaningful way, it all too often gets the short end of the stick in terms of budget and timings. Music supervision needs to be as involved as possible at the beginning of the process – the briefing.

“Beyond Just Music Licensing In Advertising”

http://schedule.sxsw.com/2012/events/event_MP12085

If advertising agencies are moving beyond the 30 second spot to produce “content” – why are we deaf to the aural component? We need to start thinking with our ears, not just our eyes.”

Key insights

  • Music speaks to the heart and has enormous potential to do the “heavy lifting” in communications and let brands connect with people in stronger ways that they currently do.

  • We need to go beyond the current focus on ownership and licensing to produce genuine partnerships between brands and artists that are mutually advantageous.
  • Transparency is key for both artists and brands when negotiating the deal.

  • Beyond just playing a track over a commercial message, we need to be far more creative in the way that we blow music out.
  • This is not about offering large amounts of money to artists, it’s a collaboration and brands have far more things that they can offer in exchange for using a track.

  • While music does much of the heavy lifting when it comes to connecting brands and people in a meaningful way, it all too often gets the short end of the stick in terms of budget and timings. Music supervision needs to be as involved as possible at the beginning of the process – the briefing.