Sony’s Brand Solutions Hub promises to provide music branding solutions to regional marketing campaigns in Asia Pacific, while boosting the careers of Sony-signed acts.
Sony Music recently signed Singapore artists such as The Sam Willows, Sezairi and Trick. The major says that reaching an international audience with these acts can be helped by ‘leveraging the global influence and connectivity of major international brands present in Singapore.’.
Launched in tandem with the Singapore Economic Development Board (“EDB”), the Brand Solutions Hub will offer services to brand partners such as creative consulting, rights brokerage, consumer research, reward programmes, branded content and bespoke songwriting projects.
It also pledges to offer expertise in ‘concise consumer data and in-depth insights… including the formulation of psychographic segmentation models and an exhaustive demographic analysis that reveals the key co-relation of music consumptions habits to trends, preferences and lifestyle choices’.
Sony says this data can be leveraged by marketers, brand owners and media agencies to better understand consumers.
In 2014, Sony Music consulted and implemented a music-based sales promotion for Cornetto across South East Asia for the Singapore based Unilever.
Denis Handlin AM, Chairman & CEO, Australia & New Zealand and President Asia Sony Music Entertainment (pictured with Justin Timberlake) said:
“Brand Solutions Hub builds on Sony Music’s leadership and success in identifying and developing local talent across the region.
“We appreciate the vision and commitment of the Singapore Economic Development Board towards the growth and innovation of the music industry in both Singapore and export markets.
“Singapore has a strong presence of leading brands and agencies providing an excellent environment for the hub to cater to its clients in the Asia Pacific region.”
Ms Thien Kwee Eng, Assistant Managing Director of the Singapore Economic Development Board, said: “We are delighted by Sony Music’s decision to establish its brand solutions hub in Singapore to serve the Asia Pacific region.
The hub will leverage Singapore’s base of international brand owners, professional service companies and digital distribution companies to conceptualise and produce branded partnership content from Singapore for export.
“This will drive innovation and value creation for the music industry, bolstering Singapore’s position as an attractive and vibrant music and lifestyle hub in Asia.”Music Business Worldwide