BMG Bespoke Redefines a Rights Holders Approach to Commissioned Music

In this interview, we sit down with April Gigg and Rachel Menzies from the BMG Bespoke team to explore what sets it apart from other rights holder’s bespoke activities, dissect its role in shaping the future of media collaborations, and gain insight into the evolving intersection of music and visual storytelling. 

LBB> What inspired BMG to establish its bespoke music division and what sets it apart from traditional custom music houses? How would you explain BMG Bespoke to someone who knows nothing about it?

Rachel> BMG Bespoke is dedicated to creating custom music for various media projects such as TV shows, film, advertising and games. It serves as a specialist resource, catering to the diverse needs of media producers and supervisors while nurturing the talents and ambitions of BMG’s roster of artists and writers. We are all about leveraging cultural capital, fostering authenticity, and facilitating the creation of music that not only enhances visuals and brand identity, but also resonates with audiences on a deeper level. 

When we began building our business plan, we thought: ‘how does a rights holder do 'bespoke'? How do we fit into the wider sync/music for media ecosystem and offer something beneficial to our TV/film/advertising and gaming clients, and all of our friends/associates already existing in this space?’ 

When it comes to Bespoke, we know that the industry can often view working with talent signed to labels/publishers as a bit of a hindrance (both on client and artist/writer side). We wanted to challenge this narrative and offer a far more collaborative and elevated solution for all.

LBB> How does BMG Bespoke contribute to the wider sync/music supervision ecosystem and what benefits does it offer to existing industry associates?

April> Collaborating with artists for commissions goes beyond just creating content; it's about crafting cultural moments that leave a lasting impact. Brands are beginning to see value in embracing the bespoke movement to elevate their above-the-line advertising initiatives. 

Our focus is to procure and manage exciting opportunities for the BMG roster, acting as a bridge that links the creative aspirations of media content creators, and the artistic ambitions of our talented artists, songwriters and producers. We’re laser-focused on overseeing the entire commission, ensuring every project receives the attention it deserves, rather than shoehorning commissions into Sync processes/licensing frameworks.

Rachel> Over the past five or so years, rights holders and others within the music industry have incorrectly used the title ‘Sync’ to describe ANY kind of interface between music and media. ‘Sync’ is not what happens with specially commissioned/composed music in a TV show/advert/film game. BMG Bespoke is a department exclusively dedicated to the craft and management of music commissions for the media landscape. We are specialists in project management, and we have extensive experience working on both the client and rights holder side of the industry – so we get it.

LBB> Can you elaborate on the process of collaborating with BMG Records and publishing talent to procure opportunities for media content creators? How does it ensure a seamless experience for both customers and talent?

April> We work closely with our A&R teams at BMG, as well as artist/writer managers to develop these relationships. The aim is to understand our artists ambitions, skills, past project experience and musical tastes. We then connect them to our clients via pitches, showcases, playbacks, meetings, and songwriting camps.

Rachel> We essentially act as in-house supervisors, project managing the creative (either light touch or more hands on, flexing to suit project stakeholders and their needs), all the way from concept through to asset delivery, clearances, registrations and more.

LBB> Could you provide insights into the significance of cultural moments created through collaborations with artists for commissions? How does BMG Bespoke approach these moments?
 

April> Every brief we work on is an opportunity to create a cultural moment. The ‘WHAT’ and ‘WHY’ are very important. We don’t connect talent just because ‘they’ll make a good song’ or ‘’they’re easy to work with’. We work with our clients to look for deeper meaning within the collaboration. We ask: ‘what is the lasting impression we want to give? What does the audience want? Why does this artist fit this brand? Has this been done before?’. 

Rachel> BMG’s roster of artists/writers bring their unique creative vision and expertise to the table, pushing the boundaries of what's possible within the productions creative parameters. We strive for innovative collaborations, fresh perspectives, and creative synergies that elevate the overall quality and impact of the production.

LBB> In what ways does BMG Bespoke bridge the gap between music, visual storytelling, and emotional connection, as exemplified by the Burberry campaign ft. TSHA and ShyGirl?
 

Rachel> On all projects we firstly aim to understand the client’s needs – brand ethos/product/and their target audience (as well as getting a thorough understanding of the more practical elements of the project, budget/timeline/deliverables etc) which helps us bring the right talent to the table. Working with artists such as TSHA/Shygirl means they are bringing their established style, reputation, and fanbase to the campaign. Their involvement lends authenticity and credibility to the brand's message, as consumers are more likely to trust and engage with content featuring artists they already know and admire.

April>The ‘Goddess’ campaign represents a significant stride in the evolution of brand advertising. By seamlessly melding its core values with a captivating appeal to the gen z demographic, Burberry has reaffirmed its status as a brand that remains authentic to its prestige whilst staying attuned to modern tastes.

With this particular campaign, partnering with TSHA/Shygirl amplified reach and exposure, as they also promoted their involvement through their own social channels and via interviews. This involvement extended the campaign's visibility to a wider audience beyond the brand's usual reach.

LBB> How does BMG Bespoke help brands distinguish themselves in a competitive market through bespoke initiatives?

Rachel> If you’re a producer of moving image, opting for a Bespoke music route (rather than an existing track, known or not) allows for a crafting of music that aligns perfectly with the visual narrative of the story you’re trying to tell. 

April> It also cuts through the noise of overly-used copyrights. Leveraging a trending artist’s audience to market your brand or film can make it feel exclusive and elevate the piece instantly.

BMG Bespoke can also utilise BMG’s catalogue of legendary works, such as Bowie, Kinks and Blondie, working with clients to rework, remix or re-record recognisable iconic tracks to breathe new life into them.

LBB> Anything else you’d like to add?

Rachel> Looking back on the last couple of years, I'm so proud of what we achieved at BMG Bespoke and the values we stand for. I have loved working on projects that have not only pushed creative boundaries but also celebrated diversity and inclusivity in an industry ripe for change. In a world where authentic storytelling truly connects with audiences, commissioning diverse musical creators behind the scenes is so important. For us it's all about making sure the stories being told are genuine, perspectives are varied, and experiences are properly respected. 

April> Coming into BMG Bespoke at its early inception, I'm excited to help shape the way that we work and support those needs of both our clients and talent. It’s a privilege to be able to work with such an iconic Roster of household names and incredible up-and-coming talent alike.

You can also check out the roster here.