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www.musicweek.com

05.06.10 Music Week 3

usic at AIM’s July AGM

er keynote

Business & Politics focus on Musicweek.com) have been prioritised by AIM and are: ● lobby the BBC to encourage them to play a wider range of independent music on Radios 1 and 2; ● kill off the CD promo; and ● develop and keep updated a comprehensive UK music-related media industry database.

Wenham says AIM has been making great strides with these three goals in particular over the last year and discussions with Radio 1 bosses have ensured there is a “tangible improvement” in the number and range of independent companies having their music played on the station.

AIM has also been busily working on research to look at the CD promo, which will be unveiled shortly.

Wenham will be encouraged that some of the issues she highlighted on her own personal wishlist at last year’s AGM have also been addressed. For example, the Digital Economy Act took care of Wenham’s first ask “that the Government comes to the conclusion that the internet must be regulated”.

The AGM will also vote on four directors of the members of the council. Doug D’Arcy (Songlines), Peter Quicke (Ninja Tune), Nick Hartley (PIAS Group) and Harry Martin (Domino) are required to step down. This will be followed by the organisation’s legendary beer and chips party. robert@musicweek.com n albums game songs on them and what 3 Beat do well is create hit singles,” he says.

“We don’t go for acts that are cool, we go for artists who are in the mainstream and are liked by the general public and, as a result, we have enjoyed a lot of success with hit singles over the years. Because of this the move into releasing albums as well as singles just made sense – it was a natural progression of what we have been doing at the company.”

Inna

Major calls for research into music and brands partnerships

Sony sets its sights on better brands relations

Music and brands By Robert Ashton

SONY MUSIC IS CALLING ON EXTENSIVE NEW RESEARCH into consumer behaviour to target a host of UK brands that have so far resisted the music route for marketing.

The move follows expansion of the company’s strategic partnerships department, which wants to move beyond the sync route to create bespoke long-term marketing partnerships between musicians and their music and brands.

Sony VP strategic partnerships Mervyn Lyn says that, although well-known brand such as Levis and Coca-Cola, have used music extensively, there is a massive untapped well of companies that have been less keen to get into bed with the music industry.

Lyn explains that reticence to venture into the music space has partly been because of the industry’s inability to demonstrate the value of an artist’s association or how music can add to sales. And from a brand’s point of view, it has not always been easy for them to approach the industry with some even plain “scared”, he believes.

“A lot would use music, but they are scared of the rights, don’t understand what to do, haven’t got a single point of contact and believe the urban myths about the music industry,” adds Lyn, who concedes the music business has not always been the “best at understanding other commercial interests”.

That changed with the arrival of a massive piece of research from the major, which gave answers to what music means to consumers, the role of music in the marketing mix and how to connect different brands with different acts.

Using two key insight tools – the

Cone and Artist DNA – Sony is now able to map UK consumers depending on their passion for music and build pictures of an artist’s audience.

The Cone (see box) runs from various groupings of fanatics (“the trendanistas”, “youngstarz”) who have a deep-seated passion for music and make up 12% of the population, through to a range of traditionalists (they include “grumpy blokes” and “X Factor mums”), who are the biggest group of music consumers, but where music is not a significant part of their lives.

With these tools Sony is now better equipped to match artists

Lyn explains that with this level of detail and strong qualitative and quantitative research to back up its analysis, “We know what brands to go after because they are after the same consumers as us. We can deliver what we say we will deliver.”

Lyn says he and his enlarged team, now comprising former Mediacom head of music partnerships Tim Hull and Saatchi & Saatchi executive Katrina Chang, want to apply this tailoring of music and acts to more brands on a long-term basis. “We can ask them, ‘What do you want to achieve with your brand? Do you want loyalty or with brands that exhibit the same or similar characteristics.

Lyn gives the example of Kasabian, who started in the Living It Large bracket appealing to males between 20–29 within the “fanatics” category, but who are now bursting through into the larger audience of “enthusiasts” as White Collar Radicals and “casuals” as Rock and Roll Footballers – bringing in almost 5m people. That was a perfect fit between the band and the England football kit supplier Umbro, with Kasabian helping launch the new away strip at a gig in Paris.

to be cool or footfall?’ They tell us what it is and we tell them what artists speak to that.”

Lyn claims this is the first time a music company has been able to present detailed insight to back up presentations to brands.

It has also launched a website – The Music Marketing Gateway at www.sonymusicgateway.com – for brand and marketing managers to study the logic behind its research and tied up a deal with trade magazine Marketing Week to offer the title’s subscribers access to the site. robert@musicweek.com

Island keen on teen starlet Shaheen

ISLAND RECORDS HAS SIGNED SHAHEEN JAFARGHOLI (inset), the 13-year-old singer who came to the world’s attention on Britain’s Got Talent and subsequently sung at Michael Jackson’s memorial service last year in front of a global TV audience of more than 1bn.

Jafargholi has won praise from names including Stevie Wonder, Lionel Richie and Motown founder Berry Gordy and was scheduled to perform a duet with Michael Jackson at the late singer’s O2 arena London shows.

He has also appeared on several primetime TV shows in the US including Larry King Live, Ellen Degeneres and Oprah, as well as racking up YouTube views in the millions.

Island will release his debut album in November. In the lead-up to it, Jafargholi will star in his own online reality show Being Shaheen –

the first episode of which will air on June 14 through website www.shaheenofficial.com. The show will plot the singer’s movements as he records his debut album, through to its release.

Island says there was “a fierce label battle” to sign the singer. Copresident Darcus Beese adds, “Island Records has long been associated with great voices. Shaheen is one of these voices. This album will mark Shaheen out as a unique talent among his generation.”

IN THIS

ISSUE

THE BUSINESS OF MUSIC www.musicweek.com

NEWS JARVIS’ JOY OF 6 Keynote speech will defend under-threat 6 Music at AIM’s forthcoming AGM

DIGITAL VALUE COMES ON STREAM... SLOWLY Survey shows that cloud and subscription services are taking time to convince users

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FEATURES CUTTING EDGE Scissor Sisters have taken time out to hone their eagerly-awaited third album

Universal pulls out of F1 Rocks sponsorship while Formula One talks to interested parties

Goldsmith ponders role on the Rocks

Live By Gordon Masson

V E T E R A N PROMOTER H A R V E Y GOLDSMITH (left) has emerged in pole position to take the wheel of the prestigious F1 Rocks series of live concerts, after producer All The Worlds reversed out of the event.

With interested parties looking to take over the F1 Rocks rights, Formula One guru Bernie Ecclestone has given Goldsmith the go ahead as his adviser to help accelerate plans for the concert series, which last year pulled in a global TV audience of 30m.

Despite enjoying a successful debut event at the Singapore Grand Prix last year, it is understood All The Worlds’ parent company Universal Music applied the brakes because of dwindling sponsorship budgets, leaving Ecclestone needing new collaborators for the F1 Rocks programme.

“The F1 Rocks idea was

Winning formula: No Doubt performing at F1 Rocks in Singapore something that [Universal Music Group International chairman and CEO] Lucian Grainge came up with. They approached it in a very commercial way but I don’t think the event in Singapore worked out the way they thought it would,” Ecclestone tells Music Week.

With Universal relying on sponsors to make the event profitable, the recent tightening of belts among big brands and corporations is thought to have prompted the music group’s decision to exit.

Ecclestone has been talking to a number of parties interested in the F1 Rocks concept, but he admits he is not sure if there will be any specific events this season. Meanwhile, he reveals Goldsmith is “looking to see what could work” because the Grand Prix guru still believes integrating live music with the excitement and glamour of motorsport is a good match.

The motor racing boss explains, “People are looking into the best way of positioning this for us, but it’s not something we’re necessarily looking to make money from: we want to try to make it work as it’s a good thing to have [live music] involved with Formula One.”

With Goldsmith joking that he has been friends with Ecclestone for “too many years”, it is understandable that the F1 boss has requested his friend’s assistance in devising a new course for the F1 Rocks circuit. It is not the first time the duo have worked together – six years ago they were involved in discussions to bring a Monaco-style Formula One street race to central London.

When it comes to the F1 Rocks brand, Goldsmith confesses it is too early to talk about prospective dates.

“We’ve been asked to have a look, so we’re seeing if there is anything feasible that can be done this year,” Goldsmith says. “At the moment we’re investigating what cities and tracks make the most sense and who we could be working with in those markets. I can’t say what will happen, but we’re looking at the long term, so it might be future races rather than anything this year.”

Tickets for the inaugural F1 Rocks event in Singapore – which included three nights of concerts with acts such as Beyoncé, Black Eyed Peas, Simple Minds, N*E*R*D, No Doubt and ZZ Top – sold well, while the number of broadcasting contracts was also above expectation.

Last year’s event spawned two TV shows which were shown in 173 territories worldwide: the first was an hour-long music and entertainment show featuring musicians, drivers, live performances and lifestyle features; the second a music special showcasing the best live performances.

At the time, All The Worlds CEO Paul Morrison said the viewing figures were “incredible” and compared them to the 2009 Grammys, which pulled in 19m viewers. He added that the plan for 2010 was for five or six F1 Rocks events, but to date nothing has been confirmed. And with All The Worlds now off the podium, other organisations are believed to be preparing bids for the rights. gordon@musicweek.com

It’s not unusual to be loved by everyone – Jones in line for MITs award

SIR TOM JONES will have a belated 70th birthday party this autumn when he is honoured with the Music Industry Trusts’ Award for an outstanding contribution to music.

Jones, who reaches the birthday milestone next Monday, will receive the award on November 1 in front f h 1 000

year before Jones recorded the song with Art Of Noise and reached the UK Top 10.

Other previous MITs winners include Sir George Martin, Ahmet Ertegun, Sir Elton John and Bernie Taupin, Kylie Minogue and Lucian Grainge, who becomes Universal Music Group CEO in July.

A d i h i that he is the 2010 recipient of the Music Industry Trusts’ Award,” he adds.

Jones, whose new album Praise And Blame is released through Island on July 26, says 2010 is shaping up to be a memorable year for him, adding, “I’m delighted to be honoured with the Music I d T ’ A d d j i

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FEATURES CROWD PLEASERS 15 Merchandising in the 21st century is a much more attractive proposition for gig-goers A CUT ABOVE 17 Scissor Sisters are back with an eagerly-awaited new album ATLANTIC CRUZ 18 Taio Cruz’s album is ready to drop in the US and build on his already impressive success