News Column

GMR Marketing Expands Global Music Offering

July 13, 2013


GMR Marketing, a global entertainment, sports and lifestyle marketing agency, announced the launch of an expanded music services offering.

According to a release, the launch marks the singular most significant portfolio of music marketing services under one roof globally, spanning across music consulting, custom music production, brand activation, royalty collection and publishing.

Gary Reynolds, GMR's CEO and Chairman, made his name when he created a grass roots music marketing program for his client Miller Brewing Company. The program featured artists who performed in clubs where the beer was served. The Miller Band Network carried on over 18 years, 125,000 events and 300 artists, including later famous- faces like Chad Smith of the Red Hot Chili Peppers, The Fabulous Thunderbirds and The Del Fuegos.

"We are in the process of launching some very exciting new platforms that will help artists and composers to collaborate with relevant brands to reach fans in ways never before possible," says Reynolds. "These partnerships will be driven around social media, mobile, and analytics, which we expect will continue to shape the future of music marketing."

GMR said its new offering includes research and insights, strategy, music supervision, composition, production, talent buying, licensing, catalog management, royalty collection, promotions, live and digital events. While the agency has defined how the brand community approaches music strategy and activation for more than three decades, incorporating service areas like custom music, and intellectual property rights/ownership will help define where the industry is heading.

"Music and sound are everywhere. They are the emotional glue that holds brands and consumers together," said Steve Knill, EVP of Music and Entertainment at GMR. "Music has become a very critical part of the marketing mix as more its elements that used to be simply transactional, like royalties collection, are now steeped in brand strategy. The art and science of music marketing are becoming more intertwined, and we're giving brands the opportunity to cover everything in one place."

GMR continues to connect brand clients with artists including Deadmau5, The Rolling Stones, Beyonce, Dave Matthews Band, Kid Rock, Luke Bryan, Ed Sheeran and Imagine Dragons. GMR produced NFL Game Day Music, a collection of original anthems featuring artists like Darius Rucker and Jordin Sparks. Additionally, the agency orchestrated Supercuts' network of over 1,000 bands to participate in its Rock the Cut campaign.

"The growing music marketing landscape is opening up a huge opportunity for Omnicom agencies to collaborate with one another," says Dale Adams, Chairman and CEO of Diversified Agency Services. "More and more brands are realizing the immense value of having a consistent sound across all marketing disciplines, and we're excited to be able to offer a unified network of experts to bring that to life in every corner of consumer touch points."

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