Redefining How Brands and Agencies Use Music
This week, Big Sync is at SXSW representing the UK, alongside 35 other British innovators in advertising at a trade mission in partnership with the Department for International Trade (DIT). All week we’ve been chatting to brands about how to get closer to their audiences by approaching music differently and looked at some of the trends affecting the music synchronisation industry.
In the past six years since Big Sync opened its London office, the marketing world has altered and continues to evolve. Finding ways to become more relevant to consumers in today’s fragmented media landscape has never been more timely. Music is playing an increasingly important role in achieving consumer engagement as brands produce more and more highly targeted, data-driven content. Harnessing the dual-power of the latest music tech solutions plus the creative touch of the skilled human music supervisor will be pivotal for the future of understanding and interpreting music tastes and trends. Using data, in the right way, will ultimately feed the creative process more efficiently for richer audio content with just the right emotion to support a visual narrative.
In addition, as music recognition technology becomes more advanced, we predict that it will become more important for brands to keep tabs on their global online and social digital content and to ensure they have an effective and diligent licensing process. We’re seeing expensive mistakes being made all the time because brands don’t always have a process in place for keeping a track of all of their digital video content. They may not be clear on what their license covers or even purchase the wrong kind of license. Mistakes can lead to fines and content being removed at the expense of media bought.
AXE Limited Edition Body Spray
Brands are beginning to adopt a more strategic and collaborative approach to using music within their communications, by entering the music conversation with their agencies far earlier on in the creative process - something we believe in strongly. By getting involved earlier on in the process of production, Big Sync has helped hundreds of clients to identify their brand’s music personality and audience profile. We’ve also helped meet their music needs from a cultural, creative and commercial perspective.
We work closely with our clients to help them validate music, avoid making expensive licensing errors and help to police their content long term. Last month Big Sync joined forces with Songtradr, the largest music licensing platform in the world, which has given us improved tech and music curation expertise, faster and more accurate audience listening data plus an even larger community of quality music talent.
SXSW gives Big Sync an unrivalled opportunity to come together with a global creative community and show them that there is a smarter way of investing in music. As a UK business with growing international recognition we’re immensely proud that the DIT believes in us and has offered us this platform and the resource to help us make connections with other creative innovators from North and South America, Asia Pacific and other regions we hope to grow into.
