NEW FRONTIERS: GAMES, BRANDS AND MERCHANDISING

“Our job is to match the right artist with the right brand for the right campaign.” Richard Story, chief operating officer of Sony Music Continental Europe “Games are an increasingly popular way for new acts to reach new audiences. As the games get more sophisticated, the opportunities for in-game advertising, product placement and personalisation of the experience will increase. The possibilities are endless.” Greg Turner, creative licensing manager, film and computer games, Universal Music UK “Many younger bands who have grown up in the games culture ask their label if their music can be played on games. They play interactive games themselves and a game console is an essential part of the tour bus.” Greg Turner, creative licensing manager, film and computer games, Universal Music UK “People consume music in different ways. Music fans love interactive experiences like Guitar Hero and Singstar and as people are more likely to stay at home in an economic downturn, the popularity of such platforms could grow. But there need to be a fair partnership that recognises that is music which makes people want to play these games in the first place” Francis Keeling, commercial director, digital, Universal Music Group International “We did extensive research into AC/DC’s customer base – not just their relationship with the band, but their jobs, their lifestyles, where they shop, what they read. We discovered that for the typical fan AC/DC’s music provides escapism from their daily grind. As a result, we came up with the ‘release the rock ‘n’ roll within’ campaign and produced our own TV advert focused around a day in the life of an AC/DC fan.” Mike Smith, managing director, Columbia Records