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Music 4.5 is
organised by
#m4pt5
Sync’ing music & sports
Alex Kennedy, Head of Music Licensing, Sky
Syncing Music & Sports
Inextricably Linked
3
SPORT + MUSIC,
NOT ALWAYS THE PERFECT
MATCH …
4
5
MUSIC + SPORT,
THAT’S BETTER THOUGH…RIGHT?
6
7
YOU CAN’T JUST THROW THEM TOGETHER
BUT GET IT RIGHT, AND IT’S WIN-WIN
TWO HIGHLY VALUED TYPES OF CONTENT
AUGMENTING AND ...
8
BENEFITS
FOR ARTISTS:
- Great revenue at time when Download sales are falling & Streaming is not yet filling gap (via
bo...
9
10
11
OTHER AREAS
1) LIVE SPORT
– Stadiums – performing live and also over P.A
- Shoot PR – great strides in play-listing sta...
12
KEY IS BRIDGING THE GAP BETWEEN VIEWING AND
ACCESS
13
SUMMARY
The marriage of Music and Sport is a truly happy one
Both sides gain great value from the partnership
The next ...
THANKS FOR LISTENING
Alex Kennedy – Sky Music - April 29th 2014
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Music 4.5: Music & Sport - Alex Kennedy, Sky

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Sync’ing music & sports
Music and sports are inherently linked, and are often used in conjunction to reinforce the emotive experience or to develop specific sonic branding. Music amplifies sports, and sports markets new music to the mass-market. The two forms of emotive entertainment are closely intertwined, yet offer differing ways and results of marketing and monetising one another.
Alex Kennedy, Head of Music Licensing, SKY

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Transcript of "Music 4.5: Music & Sport - Alex Kennedy, Sky"

  1. 1. Music 4.5 is organised by #m4pt5 Sync’ing music & sports Alex Kennedy, Head of Music Licensing, Sky
  2. 2. Syncing Music & Sports Inextricably Linked
  3. 3. 3 SPORT + MUSIC, NOT ALWAYS THE PERFECT MATCH …
  4. 4. 4
  5. 5. 5 MUSIC + SPORT, THAT’S BETTER THOUGH…RIGHT?
  6. 6. 6
  7. 7. 7 YOU CAN’T JUST THROW THEM TOGETHER BUT GET IT RIGHT, AND IT’S WIN-WIN TWO HIGHLY VALUED TYPES OF CONTENT AUGMENTING AND AMPLIFYING EACH OTHER’S IMPACT
  8. 8. 8 BENEFITS FOR ARTISTS: - Great revenue at time when Download sales are falling & Streaming is not yet filling gap (via both direct and blanket licensing) - Excellent exposure - to massive audiences, on recurring basis - Association with quality content (e.g. Premier League Football/Olympics) - Important part of the marketing/promotional mix FOR SPORTS: - Enhancing emotional connection between the viewer and the content - Building excitement and helping to cement impulse to watch - Helping drive habituation, catalyst for regular watching - Appealing to majority of people who are both Sports & Music fans– The “Best of Both Worlds” Idea - Helps build a “Sonic Brand”
  9. 9. 9
  10. 10. 10
  11. 11. 11 OTHER AREAS 1) LIVE SPORT – Stadiums – performing live and also over P.A - Shoot PR – great strides in play-listing stadium soundtracks 2) INNOVATIVE BRAND PARTNERSHIPS – Sony/ Daft Punk / F1 – LOTUS @ Grand Prix - F1 Channel Coverage – Sky F1 – Get Lucky + Others 3) BRAND AMBASSADORS/PRODUCT PLACEMENT - Spotify use Sports Stars to great effect to get people listening to music - Beats by Dre – Headphones to Sports Stars
  12. 12. 12 KEY IS BRIDGING THE GAP BETWEEN VIEWING AND ACCESS
  13. 13. 13 SUMMARY The marriage of Music and Sport is a truly happy one Both sides gain great value from the partnership The next stage will be increasing the levels of integration, new & innovative creative ideas and bridging the gap between screen and stream (or download)
  14. 14. THANKS FOR LISTENING Alex Kennedy – Sky Music - April 29th 2014

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