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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2007
OFMUSIC world h ave d isappeared: “That whole Indie spirit of not doing any- thing f or c ommercials h as t otally gone, t he f irst o pportunity t hey have to get involved, they will. I t’s not just as far as a band licensing a track, i t’ s e ven t hem s inging i n commercials – something that used to be hard to g et them to do, but now yo u ca n normally fi nd mu si- cians who will. There are still some holding back - for ex ample, it would be v ery hard t o g et Daniel Johns f rom Silverchair t o s ing on something,” says May. Agencies are also seeing the bene - Ian Lew (Song Zu) Dan Higson (Noise International) fits o f g etting c loser t o t he musi- cians. At Cannes this y ear, Havas, which has Warner Music as a client, f lew J ames Blunt out for a concert at the Havas Café, with key clients an d media inv ited t o h ear the musician playing songs from his new album from th e fir st t ime. As well as being a great PR exercise for the a gency, i t was a way of intro- ducing Blunt’s music to their clients in the hope someone would hear a song and want to use it in a commercial. The benefit o f being a ble to ta p Charlton Hill (Supersonic) into a huge talent base of musicians is s omething l ong r ecognised b y BBH London, which is a joint ven- ture partner wi th Richard Ki rstein in Leap Music. Launched in 2003, it w as th e f irst music p ublish er inside a UK a gency a nd p rovides music publishing and music consul- tancy s ervices to brands and their agencies g lobally. Ba ck in 2005, i t added the Leap Masters’ divisio n which acquires the master rights in sound r ecordings, mirroring t radi- tional music company models. However, ra ther tha n releasing physical r ecordings i t re leases t he recordi ngs a s d igital d ownloads through si tes such as iTunes an d Sony Connect and as M obile Realtones, giving unsigned talent a legitimate retail route. But Ian Lew, managing director of Peter Miller (Beamo Music) JU L Y /AUGUST 2 007 Barry Stewart (Sound Reservoir) Sydney -based m usic a nd so und design company Song Zu, doesn’t see ad agencies getting involved in the development of artists and own- ership o f p ublishing a nd re cord companies as something that will CAM PA IGN B R I E F ( 57
September October 2007
May June 2007