Music In Advertising -w- Coca-Cola’s Umut Özaydinli

Music In Advertising -w- Coca-Cola’s Umut Özaydinli


Using music to boost advertising and marketing can have enormous positive results for both brands and bands. In fact, matching bands (or music) with brands is one of the hottest and fastest growing areas of the business today. That's why NARIP has invited Umut Özaydinli, a top executive from the world’s most recognizable brand – Coca-Cola – to discuss how to pair music and artists with brands.


Imagine performing for over one billion people – the single largest audience in the world – and having your song go to #1 in 17 countries, becoming an international overnight sensation and unseating multi-platinum winning artists in the process.

That’s what happened to K’NAAN, the Somalian rapper-poet whose song “Wavin’ Flag” was selected to be the official Coca-Cola anthem.

Once taboo, brand associations and advertising are embraced by today’s savvy recording artists and their reps to increase exposure to their music and advance their careers.

Music, advertising, brand and marketing executives need to know how to create win-win deals like K’NAAN’s.

A main architect of the K’NAAN deal, Umut has also been instrumental in other global campaigns, including the 2008 Chinese Olympics project which paired music and graphic artists to create one-of-a-kind Coca-Cola souvenir bottles and songs to connect culture, music and art.

In our conversation with Umut, we will explore opportunities available for developing artists and the complex rights area. He will provide insight into how to use brand association for new and established acts, how to create win-win deals and give a glimpse into what the future of music-in-branding may hold.

How can artists and their reps access billion dollar brands? How can brands access appropriate talent? Out program will focus on how these deals are done, who does them, how they work and what they cost. Attendees will receive information to identify and secure the right match.

Don’t miss this opportunity to meet an executive from the world’s top brand who can help take your campaign to the next level.

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

  • How to “A&R” a brand
  • Selling in, not selling out: what deals make dollars and sense
  • How to prepare a brief and package ideas to attract and secure a brand
  • How to identify and secure an artist
  • How artists can add value to an ad campaign
  • Deal points: money, splits, fee ranges, negotiation tactics
  • Rights and licensing issues
  • Who puts these deals together, and how?
  • When art meets commerce: accommodations artists and brands must make


  • 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

PROGRAM DATE: August 25, 2010
PROGRAM TIME: 1 hour, 44 minutes, 55 seconds (1:44:55)
HANDOUTS INCLUDDE 19-page PDF document includes case study, tips for music brand success, and music-brand company directory and three articles.


Call 818-769-7007 or contact NARIP


About K’NAAN
More about K’NAAN
Open Happiness
Making of Open Happiness

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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