Simon Cowell’s Syco aims to turn artists into brands

Simon Cowell’s music label Syco is shifting the way it promotes its artists to be brand-led, with a series of multi-platform campaigns to make its acts as recognisable as household brands.

/v/a/e/sycocher160.jpg

Syco marketing director, Mark Hardy, who recently joined the label, is leading the new consistent multi-platform strategy that will liken its acts to his former company’s brand, Sony PlayStation.

A campaign to promote X Factor contestant Cher Lloyd’s upcoming single, Swagger Jagger, launches next month and is the first to be delivered entirely by one agency, rather than using separate creative houses for releases, live events and merchandising.

Typically, record labels co-ordinate campaigns for artists and then work with individual stylists, video directors and photographers, but Hardy plans to co-ordinate Syco’s artist campaigns with coherent creative in a similar way to his projects at Sony PlayStation.

Other Syco artists, including Susan Boyle and One Direction, are set to be promoted in a similar way in the coming months.

Creative agency Studio Output is leading the Cher Lloyd campaign and is understood to be involved with similar unannounced projects for other SyCo acts.

Studio Output was responsible for curating a range of partners to help develop Cher Lloyd’s single artwork, music video, posters and website under one consistent design.

Mark Hardy was appointed as Syco’s first marketing director in December and he reports directly to managing director Sonny Takhar.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here