Audio Network Gets Creative with New Web Platform 'Workshop'
After six years of working with
the best advertisers, agencies and brands, Audio Network has introduced
another level to its advertising offering with a new portal – Workshop.
Offering a deeper look at the
artists and composers that Audio Network have partnered with, Workshop is a
rich interactive platform for advertisers to find out more about the origins,
catalogues and influences behind the music.
Glenn Paton, Head of Film at Grey
London comments: “In the past, Audio Network has always been useful for
a specific type of project. But the launch of Workshop brings creativity to the
front. The site helps us pitch tracks to our clients with an understanding of
the artists and producers creating the music.”
Nick Bennett, Audio Network’s Head
of Advertising for Europe, thinks this approach is long overdue: “Context and storytelling have always
been an integral part of the agency pitch, which traditionally production music
has overlooked. After six years of being involved in the advertising industry,
we have now developed a roster that we want to showcase on a
commercial level.”
The Workshop landing
page offers a glimpse at the broad range of talent showcased on the site.
A content rich, and visually engaging site, Nick
sees Workshop as the ideal platform for Audio Network to fulfil their goal as
trusted music advisors: “We view the artists/composers very much as part of our
business rather than a supplier and want to ensure the creative vision is
shared between everyone. Similarly, it's just as important that the agencies
and brands that we're working with understand the background and stories
behind our music and the journey we went on to make it. We see this as ‘music
liberated’.”
Behind each option is information on
the artist, together with back catalogue of audio files, videos and recent
work.
Audio Network have a long history of celebrating
talent; hosting two composer events each year that have led to dynamic
collaborations, like percussionist Paul Clarvis working on an album with producer
and MC Skripture. “From an industry perspective, we're looking to work more
creatively with agencies on their work, from consulting on an
existing track through to delivering an original composition” says Nick.
Users are able to
craft a personalised selection of artist based on their brief.
The platform is due to be officially launched in
the new year, but the reaction to the soft launch this summer has been
overwhelmingly positive: “Agencies see this as the answer to an essential
need,” says Nick, “and everyone has been excited by the demo. We already have a
number of jobs in progress where Workshop has been integral in the development
of the project.”
