Synergy among advertisers, artists and brands?

Hong Kong - Is it possible to create a relationship with music that rocks the brand and keeps the artist and their fans happy? This was the topic discussed among Sony, Branded and agency directors in one of the sessions at the recent Music Matters Asia Pacific Music Forum 2007 held in Hong Kong.

Chris Kyme, managing partner for Eight Partnership was moderator for the music and brands advertising forum.

Speakers included Thierry Halbroth, senior creative director for McCann Erickson, Cathay Pacific Team, Worldwide; Sasidharan Chandran, business head for Mindshare Entertainment (Malaysia), Paula Erikson, senior vice president, music licensing for Sony BMG music entertainment and Michael Denmark, co-founder and executive director for Branded.

Chandran pointed out that brands, musicians and the industry lack ‘chemistry' particularly in the Asian countries. When it comes to brand sponsorships, sometimes the brands might overshadow the artists. The challenge is how to benefit both the clients and the brands without compromising music.

Erikson from Sony said that agencies can sometimes be a ‘breakwall' in getting access to brands while one of the speakers questioned the short lifespan of artists, which are usually only between three to four years and the need to educate musicians and artists that the music industry is serious business. Denmark from Branded also highlighted the importance of understanding rights management.  

At the end of the session, the panel concluded on two key points - working relationships need to be improved, between record labels and their artists, and brands and their agencies, and artist sponsorship packages need to be better put together, so it's clearer who is paying for what.