With a little less than a month to go, here’s another brief blurb from one of our speakers for A+M’s Spin & Spiel town hall conference.
Diederik Van Middelkoop wasn’t always in the limelight. After graduating from university studying sociology and organisational management, Diederik took on brief stints at various marketing organisations and agencies in Holland.
A lover of music, Diederik would often find himself composing songs for his own enjoyment and other artists. In 2000, he was finally able to marry his two loves—marketing and music—when he became the head of production and creative director of MassiveMusic Amsterdam, producing music for hundreds of commercials worldwide. Since then, Diederik has overseen the success of the New York and Los Angeles offices, with his most recent post in MassiveMusic Shanghai, which focuses on the Asia Pacific region.
Diederik shares that the issue many agencies and clients face when selecting music for their commercials and branding has a lot to do with the perceived subjectivity of music, and fickle music taste.
“Music is hard to talk about, opinions on music may vary widely, musical trends change all the time, and a client’s perception is often hard to gauge,” says Diederik.
Diederik will be speaking on the topic of perceived subjectivity being a minor obstacle and “in GUT, we can trust.” Be prepared for an interactive talk, as he has been known to involve the audience in discovering how music works at its best—for commercials, branding and communication purpose.
The event will take place on 27-28 November 2013 at the Pullman Bangsar Kuala Lumpur.