Agency sees opportunity for brand and music tie-ups

Brand New Music (BNM), a new marketing company specialising in music strategy for global brands, has launched headed by former Island Records director Nick McEwan.

BNM logo
BNM logo

Positioned under the line ’Amplify Your Brand’, BNM intends to work with bands and brands to create unique partnerships.

The six founding partners have music, marketing and digital backgrounds. Managing director McEwan was recently head of Island Records imprint Fallout Recordings and has worked with Santander on its ’Inspired Choice’ campaign.

Agencies and music companies have seen the opportunities for brands to develop a focus on music strategy accelerate in recent years. GroupM, the media investment arm of WPP, and Universal Music Group, the world’s leading music company, formed a joint venture in 2006 called BrandAmp while TBWA has its Stream division.

The BNM team includes Rob Gotlieb, former marketing manager for Napster, and Gareth Carter, previously Sony Ericsson’s global partner manager for music. alongside packaging and branding expert Adam Butler.

Between them, the team has worked with brands including Santander, MTV, NME, Samsung, Nokia, Sony Ericsson and Shell.

McEwen says: “People have become wise to existing advertising channels and brand messages are no longer being amplified. Music has a real resonance with the consumer – it is part of everyone’s life. Aligning brands with music is the most potent way of tapping into their consciousness – maximising brand awareness.”

The company intends to work on campaigns across all media channels and has extensive experience of 4G mobile, social media, SEO and digital marketing, as well as events marketing, gig promotions, artist sponsorship, festivals, tours, white label record labels and digital music stores.

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