MUMBAI: Brand engagement network, Havas Sports & Entertainment (HS&E), and Music Dealers, an international music licensing agency, have announced a global strategic partnership to provide an innovative music offering for brands interested in effectively integrating music into their communications. India will also be extended this offering.
This partnership forms part of HS&E’s strategy to strengthen its brand engagement and entertainment services by providing clients with unique music industry expertise and guidance as brands look to develop more unique and meaningful content.
Chicago-based, with offices in the US, Mexico City, and London, Music Dealers’ extensive knowledge of the global music industry, coupled with a roster of more than 20,000 emerging artists spanning 80 countries, complements HS&E’s global footprint of 35 offices in 20 markets. Music Dealers is helping provide HS&E’s extensive client portfolio with a wide range of specialised music-related communications services including content creation, strategic music programs with the freshest breakout artists, brand music partnerships and live music activations among others.
In addition, HS&E and Music Dealers are currently working together to engage fans around a number of large-scale events for mutual client, The Coca-Cola Company.
Through its experiential marketing arm ignition, HS&E is organising Coca-Cola’s sponsorship of the Olympic Torch Relay for the 2014 Sochi Winter Olympic Games to bring the Olympic flame to Russian fans in 2,900 towns and cities across 123 days. As the strategic music lead for Coca-Cola’s Olympic Torch relay, Music Dealers is supervising the creation of the official Coca-Cola Olympic Anthem, as well as live music performances throughout the relay.
For the 2014 FIFA World Cup, HS&E, through ignition, is also organising the FIFA World Cup Trophy Tour on behalf of Coca-Cola, which will travel to 95 destinations in 86 countries, while Music Dealers will be creating adapted versions of the official Coca-Cola World Cup anthem using local artists from select key markets.
HS&E president and global CEO Lucien Boyer comments, “We are delighted with this unique collaboration that will provide our mutual clients with an unprecedented global offering in the areas of sports, music and entertainment marketing. Brands are looking for content that creates conversations and connections with people. As such, we look forward to helping them leverage music in innovative and locally-relevant ways, thanks to Music Dealers’ unrivalled industry knowledge and our understanding of fan communities. Our common entrepreneurial spirit and global reach will help us expand the reach of music and create personalized experiences that meaningfully engage fans everywhere.”
Music Dealers CEO and co-founder Eric Sheinkop comments, “Music Dealers provides the most authentic music for today’s advertising and marketing, television, film and gaming industries, while breaking new bands across the globe. We’re honoured and excited to be working with such an experienced and trusted network as Havas Sports & Entertainment to provide brands with ways to maximise the power of music to engage their audiences across multiple communication platforms. From discovering and sourcing the best artists and music through our Discovery Tool to receiving bespoke creations via our professional crowdsourcing community, this partnership is one of many exciting new initiatives from Music Dealers which reinforces our vision of creating more value for brands through music.”