Sony and Exposure create SBX agency

Sony Music and marketing communications agency Exposure are launching an advertising agency that aims to create commercial partnerships between artists and brands.

The agency will be called SBX and will offer a broad range of services including artist endorsements, product placement in music videos, digital content, live events and music-oriented ad-funded programming.

SBX will be based in London, with local offices around Europe. It will oversee branded partnerships with Sony Music artists, such as Beyoncé, Kelly Rowland and Wyclef Jean, and will work with advertisers, such as PlayStation, Levi’s, Samsung, Intel and Tommy Hilfiger, which are already working with Sony Music artists.

While SBX will have preferred access to the Sony Music and Exposure network, it will act independently and work with third party agencies and content providers. It is expected to announce some commercial partnerships soon.

Richard Story, Sony Music Continental Europe chief operating officer, says: “SBX is a key pillar of our new business strategy. It delivers on our mission to transform Sony Music from a record label into a global music entertainment partner for our artists and brand clients.”

Exposure is a privately owned agency with offices in London, New York, Los Angeles and San Francisco. Its clients include Unilever, O2, Diageo, Levi’s, Coca-Cola, Red Bull, Sony PlayStation, Nike, Virgin and LG.

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