Recording giant Warner Music is setting up an entertainment marketing consultancy to exploit its stable of artists, which includes Madonna, the Corrs and the Red Hot Chili Peppers.
Warner says the client-led consultancy service will make it easier, simpler and faster for marketers and agencies to use the company’s music as a brand marketing tool.
In the past Warner has jealously guarded its music catalogue, rarely allowing its recordings to be used in third-party brand promotions.
But now the company says it will actively seek out marketing opportunities, as well as giving clients expert music advice. Warner has an extensive list, featuring about 1,000 music acts.
A spokesman for Warner Music says: “We are very protective of our artists, but this market is now so professional and sophisticated that we just can’t ignore it.
“We will supply music for all media, including films, ads and sales promotions.
“Clients will also be able to tap into our extensive experience in music marketing.”
The new consultancy will also have access to the AOL Time Warner network, which includes film companies Warner Brothers and New Line Cinema, publishing and media interests (Time and IPC Media) and AOL’s Internet distribution arm.
Dance music star Moby, who is signed to the rival V2 label, released all the music from his 1999 album Play to advertising agencies before it hit record stores.