Music licensing agency Music Dealers has joined forces with brand engagement network Havas Sports & Entertainment in a global strategic partnership to help brands better leverage music.
HS&E and Music Dealers are currently working together to engage fans around a number of large-scale events for their mutual client The Coca-Cola Company.
Through marketing arm Ignition, HS&E is organizing Coca-Cola’s sponsorship of the Olympic Torch Relay for the 2014 Sochi Winter Olympic Games to bring the Olympic flame to Russian fans in 2,900 towns and cities across 123 days. As the strategic music lead for Coca-Cola’s Olympic Torch relay, Music Dealers is supervising the creation of the official Coca-Cola Olympic Anthem, as well as live music performances throughout the relay.
For the 2014 FIFA World Cup, HS&E, through Ignition, is organising the FIFA World Cup Trophy Tour on behalf of Coca-Cola, which will travel to 95 destinations in 86 countries, while Music Dealers will be creating adapted versions of the official Coca-Coca World Cup anthem using local artists from select key markets.
“We are delighted with this unique collaboration that will provide our mutual clients with an unprecedented global offering in the areas of sports, music and entertainment marketing,” said president and global CEO of HS&E Lucien Boyer. “Brands are looking for content that creates conversations and connections with people.
“As such, we look forward to helping them leverage music in innovative and locally-relevant ways, thanks to Music Dealers’ unrivalled industry knowledge and our understanding of fan communities. Our common entrepreneurial spirit and global reach will help us expand the reach of music and create personalized experiences that meaningfully engage fans everywhere.”
Eric Sheinkop, Music Dealers CEO and co-founder said: “Music Dealers provides the most authentic music for today’s advertising and marketing, television, film and gaming industries, while breaking new bands across the globe.
“We’re honoured and excited to be working with such an experienced and trusted network as Havas Sports & Entertainment to provide brands with ways to maximize the power of music to engage their audiences across multiple communication platforms. From discovering and sourcing the best artists and music through our Discovery Tool to receiving bespoke creations via our professional crowdsourcing community, this partnership is one of many exciting new initiatives from Music Dealers which reinforces our vision of creating more value for brands through music.”