MassiveMusic is a comprehensive music service started by van Middelkoop in Amsterdam that then opened branches in New York, Los Angeles and Shanghai.
At the start of his talk, van Middelkoop demonstrated to the audience what happens when a soundtrack for a commercial is changed for another, with the result that the film and its message are subtly altered, and elicit a very different reaction. In his example for a Dutch commercial, the effect ranged from funny to sad to a change in perspective.
He then went into detail about aspects of music service: music composition tailored to a brand character, licensing, sonic branding and talent search.
While van Middelkoop is a passionate advocate for why music is, as he puts, “an incredibly powerful brand communications tool,” he is also quick to add this is only true if music is used in a way that’s meaningful and relevant to the brand. Questions hat should be asked include: Are the artist and their music a fit and as importantly, does the artist lend credibility to the brand and its communication efforts?
Hamilton, on the other hand, tackled youth marketing, events, artist management and selection.
He started his talk by presenting the old and new music models and the challenges they face. He shared research data that show the off-the-scale love for music by the Asian youth across the region and in China. Interestingly, only five western musicians were named versus a majority of local artists.
Hamilton presented his vast fund of knowledge on leverage points, celebrity endorsements, social amplification, music experience, content, mobile applications and retail.
Ultimately, the message van Middelkoop and Hamilton wanted to get across is, brands, bands and fans must mutually benefit.
Follow all the action of Spikes Asia on Twitter using hashtag #spikes09 - posts featuring that tag will appear onwww.media.asia.
Also, Media is opening up its online Spikes photo gallery to readers. Send your Spikes pictures [email protected] to include them.
Spikes Asia is organised in conjunction with Haymarket Media. The full programme can be found at www.spikes.asia.
At the start of his talk, van Middelkoop demonstrated to the audience what happens when a soundtrack for a commercial is changed for another, with the result that the film and its message are subtly altered, and elicit a very different reaction. In his example for a Dutch commercial, the effect ranged from funny to sad to a change in perspective.
He then went into detail about aspects of music service: music composition tailored to a brand character, licensing, sonic branding and talent search.
While van Middelkoop is a passionate advocate for why music is, as he puts, “an incredibly powerful brand communications tool,” he is also quick to add this is only true if music is used in a way that’s meaningful and relevant to the brand. Questions hat should be asked include: Are the artist and their music a fit and as importantly, does the artist lend credibility to the brand and its communication efforts?
Hamilton, on the other hand, tackled youth marketing, events, artist management and selection.
He started his talk by presenting the old and new music models and the challenges they face. He shared research data that show the off-the-scale love for music by the Asian youth across the region and in China. Interestingly, only five western musicians were named versus a majority of local artists.
Hamilton presented his vast fund of knowledge on leverage points, celebrity endorsements, social amplification, music experience, content, mobile applications and retail.
Ultimately, the message van Middelkoop and Hamilton wanted to get across is, brands, bands and fans must mutually benefit.
Follow all the action of Spikes Asia on Twitter using hashtag #spikes09 - posts featuring that tag will appear onwww.media.asia.
Also, Media is opening up its online Spikes photo gallery to readers. Send your Spikes pictures [email protected] to include them.
Spikes Asia is organised in conjunction with Haymarket Media. The full programme can be found at www.spikes.asia.
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