DMD taps Slingshot and Monty Noble as Songl gears up for launch

Digital Music Distribution, the company behind the soon-to-launch music streaming service Songl, has hired strategy-led media shop Slingshot as its lead agency.

Slingshot was hired by Mark Shaw, the former general manager at Sensis Digital Media, who took the job at DMD earlier this year.

Shaw said: “We are really pleased to be working with the Simon and the team at Slingshot. Their value from a strategic perspective is enormous. We did not need a standard planning or buying relationship, but more so an agency partner to assist with the strategic direction for the brand and the Slingshot guys are the perfect fit to help us in this area.”

Slingshot’s boss Simon Rutherford added: “It’s exciting to be involved in a new space. We’ll be operating as the main agency – like Mark’s external marketing department.”

Slingshot will be working on developing the Songl brand, messaging, value proposition, competitor analysis, digital strategy and subscriber acquisition.

Also working with DMD is Monty Noble, the former ECD at Shift who left the STW Group agency in September last year. Noble will be working in a creative capacity on the new brand.

Songl is expected to launch in August, taking on music streaming brands Spotify, Rdio, Pandora and MOG.


  1. Jam Jar
    18 Jul 12
    1:18 pm

  2. Well done Mr Corbett!

  3. Peter Petrovski
    18 Jul 12
    1:30 pm

  4. Just a few months ago Australia was missing out on subscription music services. Now we have Spotify, Rdio, JB Hifi and Mog to choose from. I wish Songl all the best, it will be hard to compete in this market with a late entry. Hopefully they have a strong song collection which is a missing piece with some of these services.

    The freemium model of Spotify with ad-supported desktop streaming seems to be a winner. Interested to see what the Songl proposition involves.

  5. sofakingwetoddit
    18 Jul 12
    1:44 pm

  6. add to that Vevo which is partnered up with YouTube and already has some pretty serious scale and songls’ job will be that much tougher.
    I smell an immeasurable ‘experiential’ campaign coming!

  7. Sam Geer
    18 Jul 12
    1:45 pm

  8. An interesting and exciting launch – I very much look forward to seeing the work Slingshot produce for it

  9. gadget
    18 Jul 12
    1:55 pm

  10. It’ll be interesting to see what features Songl includes in their platform to set them apart from the other online music providers.

    The current activity in this space makes it like the beginning of Search Engines and the beginning of Social Media etc. Lots of players will be whittled down to one or two monsters in the next few years.

    Unless Songl does something pretty spectacular I can’t see how they can compete against a juggernaut like Spotify. JB Hi-Fi tried it with it’s mix tapes and ‘funky’ user interface which was just tacky….