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SPOT REVISITED II - Jack was back..!

I samarbejde med Knowtheirname Music Branding, præsenterede Promus en hyggelig og inspirerende lille - men fuldt besat - master class ("stop calling it master class") med Jack Horner fra FRUKT Communications i London.. V har samlet noter fra seancen ..

Under overskriften - Brands & Music: The next wave - var der fuldt besat i Promus' fælleskontor da Jack Horner - sekunderet af Rasmus Hamann fra Knowtheirname Music Branding - lavede et nedslag i tendenser og udvikling indenfor brand partnerskabs området - og selvfølgelig især med fokus på musikken.

Sara Porskrog fra Knowtheirname Music Branding, har taget nedenstående noter, der forhåbentligvis giver et indtryk af "seancen"...

Jack: ”Stop calling it a master class”


Rasmus prestents the program. Presenting, workshop, Jack shows international cases and Rasmus danish. Introducing the iPad mag.

Questions?
Jesper Bay: how do you aproach brands? They work from brands and down.

Jack’s story: Warner Music Digital music, knows stuff from being musician. Idea: a company outside the traditional music industry. Technology and consumer brands  FRUKT. Way beyond music. Building brand relationships.

We are experts in music and brands. Understand audience. Create brand strategies. Opens them up to a wide audience.

We work with: Coca cola. 12 years.

The landscape of brand and music – it’s hard to get through. It must be something useful to every brand. Spots: glamour, merchandise, OL – very investible. Music only do Eurovision Song contest. Ex: Madonna as a big “platform”. Not many artists appeal globally. There are not big programs that brand can be a part of. We come up with an idea: no one owns premieres in music. Premierering music! The brand needs a perspective.
Premiere events!
FRUKT philosophy: Brands can make people happy by entertaining them. “If I make you happy, you are more like to listen and share my brand and what I tell you” We sell happiness.
We don’t only do music. Deconstruct the elements that make up the sports fans – we are mapping this to music entertaining. Match the brand with the audience. Create and deliver smart entertainment for brands. It’s a balanced relationship.

The model we use: 5 steps to developing a smart idea:
1. Tell brand story, creating a narrative around the brand. What do people want and how do we tell the story in immersive and entertaining ways. Ex: curtain-spray fragrance. Blindfolding people, put them in a dirty room with the spray. And people thought they were in a garden or forest.
2. Live through channels over time. If they keep coming back it’s good. Ideas that aren’t channel specific.
3. Harness people’s passion
4. Give your brand a meaningful role – what is there perspective on the music? It’s great if they have a role in the music.
5. Provide value for money (and value exchange).

Questions: Are your clients always brands?
Consumer brands, yes. Work from the consumer brands and work down.

Do you ever sell an idea for brands?
Not really.

What are the brands asking of you?
The brand comes to us with a problem, and then we find a solution.

Jack gives examples of their work:

TOPMAN: known artist choose two or three artist. In the end the artist came to them. FRUKT was delivering value. This changes the dynamics for TOPMAN.

Diesel U music: Fans not bands. “You are now a part of our world”. Idea: change the battle of the bands, to battle of fans. The music was chosen through the fans activity. Highly engaging.

Play Stay: transforming hotels into music hubs. Idea: a contest online, award was to come and stay at the hotel. Recording and stay.

Coke – 24-hour session – make the music with Maroon 5: Series of sessions. Recording 24 hour, influence by tweets all over the world. Bloggers onboard, it became a big thing on twitter.

Progress through creativity. Doing something useful for the world. Investing in culture. Want to work with brands that change the game! We are in it for the long call! Revenue is what drives it.

Transactions! Be good at research.

Examples on bad match? When we are choosing artist and clients, you have to protect the clients. The quality of the artist must fit well with the brand. Learn how the brand talks and about the value.

How will the artist evaluate what they get out of the brand match? How do Timberlake see the match between him and Mastercard? New opportunities. The artists tap into a costumer club. Tapping in to them and getting music out on new platforms. Pr-effect.
User data from the brands audience can fit the information about the artist. Ex: alcohol brand you can only give the artist value to people overage. Data is going both ways.

Artists choose brands from their personal lifestyle reasons.


Rasmus is telling about some Danish cases:
1. Artist interaction – consumer relations. Eks: Ida Corr + TDC: cover, remix, koegrafi. Personal aspect with family pic.
2. Co-releasing – the brand is a part of releasing an album. They help marketing the album. They get content for there consumers.
3. Content subscription – Tab into the subscribtion.

Tjek mere om Jack og FRUKT her!

- og selvfølgelig mere om Knowtheirname og deres nyligt udsendte iPad magasin her!