Sony Music Entertainment announces launch of Asia Pacific Brand Solutions Hu


Staff member

Sony Music Entertainment Asia Pacific, officially launched Brand Solutions Hub, the first-ever music brand consultancy under Sony Music, in Singapore today.

Operating from Singapore, the new hub is set up with a focus on providing music branding solutions to regional marketing campaigns in Asia Pacific. Sharing the vision of growing the regional music industry with Singapore Economic Development Board (“EDB”), the new setup will continue to offer innovative music-oriented solutions for the unique needs of business clients in Asia Pacific while developing exciting new talent in local and international music markets under the Artiste & Repertoire arm of Sony Music Asia Pacific.

Sony Music has already been successful with brand campaigns across the Asia Pacific region, while offering services such as creative consulting, rights brokerage, consumer research, reward programs, branded content and bespoke song writing projects. Brand Solutions Hub is one of the first brand consultancies to offer expertise in concise consumer data and in-depth insights.

These include the formulation of psychographic segmentation models and an exhaustive demographic analysis* that reveals the key co-relation of music consumptions habits to trends, preferences and lifestyle choices. These data can be leveraged by marketers, brand owners and media agencies to better understand the rapidly evolving consumer behaviour today.

In 2014, Sony Music consulted and implemented a music based sales promotion for Cornetto across South East Asia for the Singapore based Unilever, further illustrating the important role that music plays in consumer patterns. Sony Music hopes to deepen the capability development of music consultancy, in order to foster interest amongst international brands for branded partnerships opportunities.

Recognising the importance of developing talent here, Sony Music has recently signed The Sam Willows, Sezairi, Trick and is planning for more to come. More initiatives are in the pipeline, to provide an avenue to elevate these local Singaporean talents and their work, together with regional music talent, to reach an international audience. This can be carried out through leveraging the global influence and connectivity of major international brands present in Singapore.

Denis Handlin AM, Chairman & CEO, Australia & New Zealand and President Asia Sony Music Entertainment said: “Brand Solutions Hub builds on Sony Music’s leadership and success in identifying and developing local talent across the region. We appreciate the vision and commitment of the Singapore Economic Development Board towards the growth and innovation of the music industry in both Singapore and export markets. Singapore has a strong presence of leading brands and agencies providing an excellent environment for the hub to cater to its clients in the Asia Pacific region.

“We are delighted by Sony Music’s decision to establish its brand solutions hub in Singapore to serve the Asia Pacific region. The hub will leverage Singapore’s base of international brand owners, professional service companies and digital distribution companies to conceptualise and produce branded partnership content from Singapore for export. This will drive innovation and value creation for the music industry, bolstering Singapore’s position as an attractive and vibrant music and lifestyle hub in Asia”, said Ms Thien Kwee Eng, Assistant Managing Director of the Singapore Economic Development Board.

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