Intone Creds

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Intone Creds

  1. 1. Music For Marketing
  2. 2. We Are Intone Intone are specialists in music strategy for brands. Established in 2008 by Michael White, Sav Remzi & Ben Batson. Part of the Itch Agency Group, an experiental marketing company.
  3. 3. What We Do We develop and implement music strategy for brands to help achieve their marketing objectives. We speak several languages: – Brand – Music – Agency – Marketing
  4. 4. Our Clients
  5. 5. Our Experience We have over 30 years combined experience within; Record Labels / Music Publishing / Artist Management / Recording / Venues / A&R / Radio Productions / Festivals / Brand Experience / Promotional Marketing / Sponsorship Activation / Event Production / Advertising //
  6. 6. In A Previous Life
  7. 7. So, Why Music? Music connects people to their environment. It has the ability to evoke and recall (branded) memories. Music can engage consumers & stimulate a desired response that no other form of brand communication can. ‘ Culture based creativity is a powerful means of overturning norms & conventions to stand out amid intense economic competition’ - Impact of Culture on Creativity study, KEA Consultancy 07/09
  8. 8. Did You Know….? <ul><li>Music consumption is growing 10% per year – BPI 09 </li></ul><ul><li>Record Company revenue from non-traditional streams (ie. Not CD/download sales) increased by 7% in 08 to account for 18% of total revenue – BPI 09 </li></ul><ul><li>Legal digital music sector growing 15% year-on-year twice the rate of illegal downloads – BPI 09 </li></ul><ul><li>- US brand spend on live music sponsorship in 09 </li></ul><ul><li>is $1 bn – IEG Report May 09 </li></ul><ul><li>- 73% music buyers still prefer CD’s </li></ul><ul><li>- FM Radio remains the most popular way music is consumed, accounting for 62% of music listeners – Rajar 09 </li></ul>
  9. 9. What’s The Opportunity? Quite simply, reciprocal marketing. The evolution of the music industry has presented a unique opportunity whereby brand and artist alike are searching for reciprocal marketing relationships to achieve their objectives. Intone are specialists in music strategy and implementation for brands.
  10. 10. What’s The Return? <ul><li>We understand ROI. </li></ul><ul><li>We work with you to understand and deliver against your brands marketing objectives… </li></ul><ul><ul><li>Acquisition </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Advocacy </li></ul></ul><ul><ul><li>Retention </li></ul></ul><ul><ul><li>Brand Building </li></ul></ul><ul><ul><li>Repositioning </li></ul></ul><ul><li>We ensure a ROI measurement programme is in place. </li></ul><ul><li>Yes… Music CAN deliver quantifiable results! </li></ul>
  11. 11. How can we help you? Market Research Campaign Development Programming <ul><li>Curation and delivery of </li></ul><ul><li>artists for brand activity </li></ul>Content Delivery - Audio / Visual - Content Creation - Rights Acquisition - Legal Negotiations Logistics <ul><li>- Project Management </li></ul><ul><li>Artist/Brand integration </li></ul><ul><li>On and off-site artist </li></ul><ul><li>liason </li></ul>CONSULTANCY ACTIVATION <ul><li>Profiling – a DNA analysis to establish brand/music synergies </li></ul><ul><li>Create the RIGHT music strategy for your brand </li></ul><ul><li>Create fully integrated, </li></ul><ul><li>music led concepts, </li></ul><ul><li>strategies, and campaigns </li></ul>
  12. 12. Case Studies
  13. 13. Jameson Live (2008) Client Pernod Ricard Observation / Insight – Exclusive and intimate gigs with established artists provide a good experience for music fans and strong PR angle Task In Hand – To deliver artists as part of a music based experience for Pernod Ricard’s ‘Jameson Live’ – Create high PR value to help Jameson ‘own’ St Patricks Day Delivery – 3 artists; The Coral (high profile artist/Mercury Music prize nominated/strong fanbase) and support acts; Florence & The Machine and The Aliens (buzz worthy artists/ high pr value) – 2 x Acoustic and stripped down performances in intimate club settings R.O.I. – High attendance; 400+ attendees, achieved maximum capacity – Strong PR hook – High media value
  14. 14. Road To V Client Virgin Media Observation / Insight – Proliferation of music media channels and immergence of user generated content driving ever increasing desire for new and fresh music content Task In Hand – Engaged on the 2008 edition of ‘Road To V’, an annual UK talent search broadcast on Channel 4 and Virgin networks showcased on main stage at V Festival – Increase propositions credibility – Increase V Mobile & V Media awareness – Find new target audience and drive traffic to virginmedia.com Delivery R.O.I. – Campaign Concept Development – Source and recruit Judging Panel of Industry Experts – A&R Guidance / Artist Selection Process – Source and Contract Established Artist Mentors – Legal Right Clearances – Artist Liaison – Project Guidance – Large TV Reach. Channel 4 – 2m (3% of TV Audience) – 2,500 attendees / 250,000 users, 2.1m Website page impressions – Achieved £500,000 media value
  15. 15. Second Fest Client Guardian and Intel Observation/Insight – Entertainment content delivery through new media channels attracts new generation of brand savvy consumers Task In Hand – Delivery and management of music content for first ever on-line weekend festival ‘Second Fest’, aired within the virtual environment of Second Life. Delivery – Content for a 3 day virtual music (artists including Pet Shop Boys/Groove Armada/Hot Chip) R.O.I. – Over 13,000 visitors across 3 days – Largest event in Secondlife history – 16,000 visitors to Guardian micro-site (target 6-10k) – Winners of Technology Award at Interactive Media Awards 2007 – Winners of Innovation award at Association of Online Publishers awards 07 ” A media first, delivering great branding for both publisher and advertiser in an innovative environment and delivering relevant content to a discerning audience.” (AOP Awards)
  16. 16. A&R – A Demonstration Florence And The Machine <ul><li>– Delivery of band to campaign in 2008 </li></ul><ul><li>– Identified before heavy media presence </li></ul><ul><ul><li>Debut album no2 chart placing opening week (w/c 6/7/09) </li></ul></ul><ul><ul><li>Would have been No1 if not for Michael Jackson current profile </li></ul></ul><ul><li>– Demonstration of industry knowledge </li></ul><ul><li>– Understanding of current tastes in the market </li></ul><ul><li>– ‘ Reduced’ artist costs due to early adoption </li></ul><ul><li>Level of success measured by; </li></ul><ul><li>– Fanbase size and profile </li></ul><ul><li>– Record/ ticket sales </li></ul><ul><li>– PR activity/ media plot/ online presence </li></ul><ul><li>– Brand suitability </li></ul>
  17. 17. Contact Us Intone Ground Floor 8 Marylebone Passage London W1W 8EX +44 (0)207 0792440 Tel +44 (0)207 6310824 Fax www.intone-music.com

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