Sony BMG reveals more on SBX

10:29 | Wednesday November 5, 2008

The new agency is a pan-European joint venture with communications company Exposure designed to develop “entertainment-based communication platforms and provide a richer consumer experience for brands”.

SBX offers its clients what is described as “a full 360-degree proposition, from initial strategic planning and market research to creative work, content programming and fully integrated execution”.

In reality this means offering services such as artist endorsements, product placement in music videos, syncs, sonic branding, digital content and web 2.0 marketing tools, artist concerts and live events, as well as ad-funded programming.

It will have preferred access to Sony BMG music, but will act independently.

Sony Music Continental Europe COO Richard Story says, “SBX is a key pillar of our new business strategy. It delivers on our mission to transform Sony Music from a record label into a global music entertainment partner for our artists and brand clients.”

SBX MD Marcel Engh adds, “The benefit of the two teams' experience will allow SBX to create engaging and sustainable communications for its clients, developing valuable content and delivering truly integrated campaigns at a local and international level.”