Ozaydinli, speaking on the back of the Music Matters conference in Hong Kong, describes the ‘Open happiness’ music initiative as “a great way to extend the brand’s story beyond traditional advertising”. His comments follow the launch of ‘Open happiness’ singles in Hong Kong and Singapore. The initiative began in the US, where Coke recruited a series of big-name stars to record a single for it.
He adds that the scope for tie-ups between branding and music has broadened significantly. “The current changes in the industry are allowing us to form deeper partnerships and create more value. Brands can help music reach new audiences,” he says.
The Hong Kong version of the ‘Open happiness’, single, sung by local pop star Joey Young, can be viewed here.
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He adds that the scope for tie-ups between branding and music has broadened significantly. “The current changes in the industry are allowing us to form deeper partnerships and create more value. Brands can help music reach new audiences,” he says.
The Hong Kong version of the ‘Open happiness’, single, sung by local pop star Joey Young, can be viewed here.
To see previous Media TV interviews, click here.
To see Media TV interviews as soon as they come out, sign up for Media's email bulletins.
Produced by:
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