MCM repositions, boss warns brands: ‘write off music, risk becoming irrelevant’
MCM: unleash the power of music
Brands risk becoming irrelevant if they dismiss music as a medium purely for reaching young people, the head of MCM Entertainment Group has said.
Simon Joyce, CEO of MCM, told Mumbrella: “Music stars are the new movie stars. Any advertiser who writes music off as a specialist genre to be used only for youth marketing is in danger of becoming irrelevant to a huge audience.”
His comments come off the back of the brand repositioning around the slogan ‘unleash the power of music’, launched today, and the launch of three new series.
Joyce said: “Our premium music video offering in particular offers better creative integration options and more effective targeting than almost any other medium and it’s time for more media and creative agencies to step up and take advantage of the opportunities that music can deliver for brands.
The three new series are Vevo Lift, a program showcasing new talent, The Vevo Go Shows, which offer spontaneous concerts in unexpected locations and the return of Live At the Chapel, which in the past has hosted Foo Fighters, Coldplay and Lady Gaga.
Joyce said of the repositioning: “We’ve refined our premise to focus on the ways we can help brands use music to connect with a highly engaged audience – either through using it as a cost effective way to achieve massive reach – Music En Masse – or through the development of tailored music solutions for brands that have a specific music strategy –Music Front & Centre.”
According to MCM, the company reaches 10m Australians each month through its radio and digital platforms. Its digital network registers 50m streams per month.
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