EXCLUSIVE: New Aussie platform connecting brands to musicians launches
A world-first device-agnostic DJ and vocalist mixing platform, Studio Titans, has launched in Australia, providing brands the opportunity to connect with musicians and enter the music and entertainment space.
The platform, described as a “innovative content solution”, can help brands get in front of traditionally hard to reach audiences, through a number of avenues, according to founder Mark McCormack.
“We’re an interactive solution,” he told Mumbrella. “Rather than musicians sending in a demo, and then it’s forgotten, Studio Titans lets tens of thousands of people actively engage and compete in a four to eight-week competition.
“There’s some really innovative brand opportunities to engage.”
Brands can become a naming partner, tapping into solutions by sponsoring weekly challenges issued to musicians using the platform.
“Aligning with music is a pretty powerful exercise for any brand,” he said.
“Music keeps people engaged and coming back to your brand – and that’s exactly what we want to help foster.
“Take, for example, a fast-food restaurant. Throughout the competition, the restaurant could put special codes in its packaging for people to unlock studio effects on the platform,” McCormack continued. “It could become a naming partner for a studio effect, and be super exclusive where people can only unlock it when they get the code.”
He added: “So you know, every time a musician opens a specific effect or studio, they know its from that specific brand.”
Brands can also set customisable tasks for musicians, including creating a sonic identity for a brand.
“This platform is a way to remix traditional ways brands work and give musicians an opportunity to collaborate. Say our friends at McDonald’s, who have an unmissable jingle, wanted to remix that, they’d provide the theme, and then the platform would give musicians the chance to play around with it,” McCormack said.
(L-R): McCormack with The Screaming Jets’ singer Dave Gleeson
The platform also offers opportunities to media publishers, as a production house that produces and delivers the work onto a publisher’s website.
It can help media publishers engage and grow their audiences and traffic, while also supporting them in developing new brand partnerships, according to McCormack.
“We can live on your website,” he said. “It’s a dedicated page that grows your audiences, engages viewers, and cut through in a viral world.”
Former CEO of Mediacom ANZ (now EssenceMediacom) and GroupM, Willie Pang, said he finds Studio Titans to be an innovative new opportunity for brands.
“Cut through is so important for brands along with finding placements that are unique, measurable and effective,” he said.
“On the Studio Titans platform, there are some incredible new opportunities for brands to engage with the ‘cool kids’ and style makers. And to create a bond that lasts long after the music has stopped playing.”
Rapid Media’s client service director, Benson Smith, agreed with Pang: “Music inherently connects like minded people, and ultimately connects us all in an authentic way. When a brand combines the next ‘big’ music hit for use in their communications, big things are possible.
“From what I’ve seen of Studio Titans, the ease of the platform and user interface for musicians, there are some amazing opportunities for creators, media partners and brands to engage with each in an authentic way. And all underpinned by a shared love of music.”
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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