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Awards and Events

Singapore Students Find Sonic Inspiration with Big Sync Music

Country Manager of Big Sync's Singapore office Angel Lee talks music in advertising at the Lee Kong Chian School of Business

Singapore Students Find Sonic Inspiration with Big Sync Music

Angel Lee, Country Manager of Big Sync Music’s Singapore office, was this week delighted to be be a guest lecturer at the Lee Kong Chian School of Business at Singapore Management University.  On Tuesday September 6, Lee met a group of students who are currently studying ‘The Communication and Digital Media Industries’ - a course that introduces students to the business models and strategies of game-changing communication and digital media firms.

Speaking about her experience meeting the students, Lee said:  “As sonic branding is still relatively new across Asia, the students were all really surprised at how much thought goes into crafting a music strategy for brands!  From licensing to creating mnemonics, students were intrigued about the process and also how the use of music greatly affects ad performance."

During the session, Lee explained the role of Big Sync Music within the marketing world and how it works both directly with brands on a global scale as well as creative agencies.  She also discussed the use of music in advertising, illustrating the discussion points with several case studies of some past Big Sync Music campaigns.  These included AXE - ‘Welcome to the Jungle’ for which Big Sync commissioned Novo Amor to record a strikingly different version of the iconic Guns N’ Roses rock anthem and a campaign from Fruttare ice cream for which Big Sync who worked closely with world class DJ and producer, Tiësto, who produced an uplifting remix of its signature soundtrack song ‘Stay A While’ by Mikey B.

Associate Professor of Corporate Communications at the University, Mark Chong said:  “Angel gave a truly inspiring and informative talk to my communication and digital media industries class. My students learned about Big Sync’s unique strategy and its distinctive positioning in the market. After her talk, some of my students immediately expressed interest in working for Big Sync!”

Big Sync, has been nominated for a CLIO Music award in the Commercials/Promos category for Lipton T.O. ‘The Revolution in Tea’ and last month won an International Music & Sound Award for Magnum ‘Be True to Your Pleasure’.   As well as working with global brands from Samsung to UNICEF, last year the company announced a global partnership with Unilever, making it the single supplier of music across all 400 plus brands in all territories covering music strategy, licensing, creative music search and amplification.  Big Sync, which has offices in London, Amsterdam, New York and Singapore, now has over 1,000 projects under its belt including other award winning campaigns from Persil to Samsung

Genre: Music & Sound Design , Music performance