The Hours is a music company, which includes a record label that distributes through Universal worldwide, as well as a creative music production and consultancy platform for brands. Euro RSCG has owned it since July 2008, when it took a 51% stake in the venture, creating a new business model.
Its artists roster includes Dan Black, Elbow, Dada Life, Cazals, AutoKratz and clients such as Kofi Annan’s Global Humanitarian Forum, Cartier, Michael Kors, Estee – Lauder, Tommy Hilfiger, DKNY, Lacoste, Ralph Lauren, Citroën and Heineken.
The Hours London will be part of the Euro RSCG UK Group’s EHS Brann 4D agency on Briset Street and will be led by Anouchka Bala, 4D’s managing director. It will also work closely with Euro RSCG’s luxury advertising agency, Euro RSCG Luxe.
David Jones, global chief executive of Havas Worldwide and Euro RSCG Worldwide, says: “The music and communications industries have both gone through dramatic revolutions as digital technology has made CDs and 30-second TV commercials less and less relevant. The success of The Hours is proof that this new decade will belong to those companies that understand both the world of music and the world of brands and that can leverage the power of digital content – the London launch is the next exciting phase in The Hours global expansion.”
Alexandre Sap, chief executive of The Hours, adds: “The Hours illustrates how the music and advertising industries are increasingly rubbing shoulders, seeking to develop new business models, along with new sources of revenue and exposure.”
According to research by rival music marketing agency Frukt, brands are increasingly becoming an “intrinsic part” of the music industry and their involvement is a driving factor in purchase decisions.
WPP’s Group M and Universal Music Group joint venture, BrandAmp, also operates from London, helping give client and agency marketing teams direct access to Universal Music’s expertise and resources. It recently teamed up with pop band The Saturdays to partner them with deodorant band Impulse .