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.