•  
  •  
  •  
  •  
  •  
  •  

How do artists and managers need to address the current transformations in the music business brought about by growing partnership opportunities with brands? Four players came to Midem this morning for a panel discussion on the subject. Warner Music Germany’s brand partnership director Bettina Dorn gave the point of view of a music major, while Gerard Phillips represented UK SONGS Music Publishing; Henri Jamet from Believe Recordings and Assia Grazioli-Venier from brand and management agency Flypaper were present as well. Lewis Silkin’s Cliff Fluet moderated the panel.

The speakers first stressed the importance of relevant content for brands – especially in terms of commercials. Assia Grazioli-Venier mentioned Fiat & Chrysler’s Olivier François’ keynote: the CMO spoke yesterday about his brand’s successful strategy during a packed session at Midem. Other speakers underlined the need for customers to get entertained: emotion and relevant message have to be closely connected.

The conversation then moved on to the artists themselves, and how well managers need to know them in order to have good, personal stories to sell to brands. Furthermore, Henri Jamet said that partnerships need to be considered very early in the creative process, for it takes time to find the perfect brand to partner with.

The speakers then addressed some of the issues faced by artists when contacting a brand: what’s the best communication strategy? Henri Jamet praised social networks for their influence on fans, while Gerard Philips advised artists to be as resilient as possible to get in touch with the right person working for the brand – who may not be the Marketing Director, as Assia Grazioli-Venier pointed out! Bettina Dorn strongly advised artists to show their true emotions when communicating, and not to show off.

After Cliff Fluet reminded the audience that artists shouldn’t talk to brands the way they talk to their labels, the panel moved on to examples of music-brand partnerships, such as Warner Germany’s collaboration with Linkin Park, and Henri Jamet’s story of how Samsung partnered with French band The Do to promote connected TV.

Come back here for more liveblogging tomorrow and on Tuesday!


  •  
  •  
  •  
  •  
  •  
  •  

About Author

Leave A Reply


*