Music Advertising and Brands Establish Keys to Partnership Success

MIDEM 2010

PARIS – For the first time, 17 international experts from music, brands and advertising have defined 10 ‘Commandments’ designed to optimize partnerships between the three sectors.

Brought together at MIDEM 2009 as part of the Music Marketing Forum, the 17 experts were drawn from music giants Sony, EMI and AEG, brands Hasbro, O2 and Coca-Cola and advertising agencies Havas Media, Euro RSCG KLP and M&C Saatchi. Together, the industry leaders drew up 10 conditions required to ensure success when working together.

Notable among these conditions are the necessity for the values of the brand to be aligned with those of the artist’s, that all partners agree on objectives from the outset and that an on-going assessment of the partnership results should take place.

Music and brands are working increasingly together to generate new revenue streams. To date, brands devote around 5%* of their advertising budgets to music and 41% of brand managers believe that music could be an effective way of building brand awareness.

Following the meeting at MIDEM 2009, “The 10 Commandments of Music and Brand Partnerships” report is now available on the MIDEM(NET) blog (www.midemnetblog.com.). Discussion on the report is now available on-line with several of the 17 experts taking part.

The 44th edition of MIDEM will take place January 24-27, 2010 in the Palais des Festivals, Cannes. For the first time since it was launched in 2000, MidemNet will be accessible, free of charge, to all MIDEM delegates and will run from January 23-27, 2010.

Find the latest news about MIDEM and MidemNet at: http://www.midem.com

* Figures from Variety, ‘Music talent, marketers not in sync’, April 20, 2009