The global music industry is in a well-documented period of radical flux and change. Dwindling profits on recorded music are set against a thriving digital market and a burgeoning live music industry characterised by new festivals and venues across the world. It is also a period of consolidation with considerable merger and acquisition activity. Labels are merging and acquiring old rivals, whilst valuable musical catalogues are being carved up until the remaining majors appear to hold all the power.
Pop will eat itself...?
However, the reality is increased fragmentation as new business models evolve. The power brokers are actually multiplying rather than diminishing. From artist management, agents and promoters to social networks selling content, there are more players in the field and the industry is becoming increasingly complex.
Octagon understands this because we are part of the fabric of the industry - whether advising blue chip clients and creating distinctive marketing campaigns or looking after global, multi-platinum selling artists such as Il Divo and Anastacia. Octagon’s broad and deep relationships are based on considerable industry experience with labels, management, agents, promoters, broadcasters, music media and the BPI.
Let us entertain you
Music is a global passion that transcends gender, age, socio-demographics and religion. We passionately believe that if brands truly understand people’s emotional connections with music, they can deliver more relevant and emotionally engaging marketing and sponsorship strategies.
Passion Drivers™ allows our clients to shape their marketing strategies more effectively by targeting and engaging the right consumers for their brand. Our four music typologies include the ‘Liams’ who love the live music scene and the ‘Madges’ who are cynical towards corporate involvement in music and need to be targeted sensitively.
We are specialists in music marketing and branded content. We are proud of our insight-led, innovative work across a number of brands. Our award-winning work includes Vodafone's Live Music Strategy, which won Hollis Brand Sponsorship of the Year 2007.
As part of this distinctive three year sponsorship strategy, we co-produced Vodafone TBA and the Vodafone Live Music Awards- securing iconic artist partnerships with talent including Razorlight, Kanye West, The Killers and Amy Winehouse.
In 2009 Samsung tasked Octagon to reposition them as cool alternative for UK youth and support their music handsets. Octagon recommended two partnerships – NME and Bebo. NME is the perfect partner for discovering and sharing new music while Bebo was Samsung’s largest ever social networking partnership. This strategy met every Samsung objective including significant brand equity, consideration and preference changes. This strategy is currently shortlisted for four industry awards so watch this space…
To find out more, contact us