LONDON, UK (Top40 Charts/ Brand-e Official Website) It's time to look beyond mere sync deals and artist endorsements, because brands are ready to take onboard digital music technology to power up consumer comms. Think Converse's Canvas Experiment with that shoe-based graphic equaliser. Or The Give In To Gu campaign featuring a drum-activated billboard. Not to mention Starbucks' QR-code hunt with Lady Gaga... and 1001 different branded music apps.
But it's not simply a question of a brand badging any piece of digital music wizardry and running with it. There has to be very good fit between what that particular piece of kit can actually do, and the marketing message the brand wants to deliver.
Which is why brand-e has joined forces with Music 4.5 to put on the Brand Discovery event in London on 7th July.
Schedule
14.00 Registration
14.30 Introduction - 2Pears + brand-e
And handing over to the chair of the day, Cliff Fluet, Lewis Silkin
14.40 The music-tech pitch - why are music-tech companies keen to get in touch with brands, what do they want and what can they offer?
Clare Crean, AudioFuel
15.00 New technologies and digital communication solutions for promotion and marketing - overview + Lynx augmented reality case study
Susan Stone, Tonic
15.20 Shifting balance of power: a new relationship developing between brands, majors, artists and music-tech companies, e.g. Reebok, Adidas...
Daniel Cross, Record-Play
15.40 From the label's perspective - the labels negotiating in-between artists, brands and music-tech startups.
Discussion / interview with indie label and major label to bring out the different perspectives
Kevin Bacon, AWAL
16.00 Coffee break
16.20 From the brand's perspective: The Burberry Acoustic case study
Richard Kirstein, Resilient Music
Burberry Acoustic - facts: Almost 6.3m Likes on Facebook, with some of the films having over 400K views, over 25 artists participating whereof more than half of them unsigned, all British artists. The artist Misty (AWAL) launched to great success on back of the platform.
16.40 From the brand's perspective: The challenge: an open brief
17.00 Leveraging the social media relationship via mobile social commerce tools
Taking the fan-artist social media relationship further from the "follow" or "like", and driving engagement, downloads and revenue through mobile social commerce tools Case studies: Integrated in the world's largest trance radio show, and Flowd with the biggest fan of Britney Spears
Wilhelm That, Flowd
17.20 Case study: Samsung and Take That via mobileroadie
Stephen O'Reilly, Sales & Marketing Manager, mobileroadie
17.40 Panel discussion - how to get these deals away and where they fall over ... an alarming number of them are falling over and/or floundering
presented and moderated by Cliff Fluet, Lewis Silkin
Panellists
Natasha Kizzie, Arnold KLP
Ross Dines, Pizza Express
18.00 Show case - music tech startups pitching their ideas/uses to brands and agencies
Topspin - Shamal Ramasinghe
Synchtank - Rory Bernard
18.30 Drinks and networking
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