Building Brands and Breaking Bands

Building Brands and Breaking Bands

$29.95

Using music in advertising and marketing can boost the brand and the band. In fact, matching music with brands is one of the hottest and fastest growing areas of the business today. Coca-Cola’’s Global Music Marketing Manager Umut Özaydinli discusses how  brand associations and advertising, once taboo, are now embraced by today’s savvy recording artists and their reps to increase exposure to their music and advance their careers.

  • Producers, Artist Managers and Artist Reps
  • Record & Music Publishing Executives
  • Music Attorneys
  • Brand and Advertising Executives
  • Those seeking to enhance their understanding of music’s place in the advertising and brand sectors

  • Case studies: how Coke does it (Open Happiness, Chinese Olympics 2008)
  • How to “A&R” a brand and connect consumers to brands through the emotional power of music
  • How to prepare a brief and package ideas to attract and secure a brand: what Umut looks for
  • How Coke identifies and secures artists
  • How artists can add value to a brand
  • New revenue streams
  • Deal points: money, splits, fee ranges, negotiation
  • Rights and licensing issues
  • When art meets commerce: accommodations artists and brands must make

SOME BENEFITS YOU WILL RECEIVE:

  • Demystify deal-making in the music business – learn which rights you need to proceed
  • Take home a rule book for success, including case studies, checklists, deal points, do’s and don’t’s to create successful promotions and marketing campaigns with music
  • Hear senior management perspectives and world-class music-brand strategies
  • Meet a taste-maker and star-maker who represents one of the world’s top brands
  • Understand who sets music strategy for brands and how they do it

NARIP PROGRAM NUMBER: T011
PROGRAM DATE: June 23, 2010
QUESTIONS? Call 818-769-7007 or contact NARIP
SOURCES FOR MORE INFORMATION
www.coca-cola.com
Open Happiness
Making of Open Happiness
NARIP

 

Umut Özaydinli, Founder & Chief of Possibilities, Deviant Ventures (former Global Music Marketing Manager, Worldwide Sports & Entertainment Marketing, Coca-Cola)

Seasoned entertainment marketing expert Umut Özaydinli worked for The Coca-Cola Company internationally in various countries for 10 years before leaving the world’s biggest beverage company to start his own venture. Deviant Ventures is a boutique culture and entertainment marketing company with the ambition to help brands deviate from the norm using music, art and technology. Current clients include The Coca-Cola Company, Diesel Jeans, MTV and various communication agencies as solutions partners.

Özaydinli held various roles within the Coca-Cola Company over the years. Highlights of his career include founding Turkey’s biggest open-air music festival Rock’n Coke, launching Coca-Cola’s first ever SMS based promotion in 2001 and creating various entertainment properties like the Coca-Cola Soundwave Express, a program featuring Europe’s longest party train that visited the best music festivals across Europe in eight different countries in 2005.

In his last role, he headed up the beverage giant’s global music marketing efforts and strategy as part of the Worldwide Sports and Entertainment team. His wide range of achievements in this role include the creation of international music marketing properties like the Olympics WE8 featuring world-renowned electronic music acts including Tiesto and Benny Bennasi, the creation of Coca-Cola Trademarks first global music marketing strategic framework and placing music for commercials including the music placement and development of Coca-Cola’s 2009 Superbowl ad, Avatar, that featured a remake of Elvis’s track Stranger in the Crowd by Cee-lo Green of Gnarls Barkley. His last project for the company was launching the global Open Happiness campaign through a musical anthem featuring lead vocals by Cee-lo Green of Gnarls Barkley, Patrick Stump of Fall Out Boy, Brendon Urie of Panic at the Disco, Travis McCoy of Gym Class Heroes and Janelle Monae. It reached over 50+ global markets and topped the charts in 15 countries. It also reached #1 in China and was translated into over 10 languages. The single increased online chatter about the campaign +730%, while delivering 150 million free impressions.

Most recently Özaydinli initiated and launched music for Coca-Cola’s 2010 FIFA World Cup campaign featuring Wavin’ Flag by K’naan, the biggest campaign in Coke’s history, reaching over 150 countries. The single is considered the biggest driver of the campaign and was translated into over 20 languages while peaking at #1 in 19 countries and delivering over 100 million views on YouTube.

Program music courtesy of The G-Man (Golosio Music Publishing, BMI)

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