James Male @ SeeMe7

SEE ME 2014 BUILDING SUCCESSFUL PARTNERSHIPS WITH MUSIC AND BRANDS SOFIA, SEPTEMBER 2014

PART 2

PART 3

MAKING PARTNERSHIPS WORK

IN SUMMARY

PART 1 WHO WE ARE

1. WHO WE ARE A BIT ABOUT US •  Founded in 2001, we are an

integrated marketing agency that specializes in creating strategic partnerships, between brands and entertainment

•  HQ in London with offices in New

York, Los Angeles, Rio and Milan •  58 team members in London, and

32 based overseas

in the music and entertainment business

brand strategies, experiences, campaigns and content

with AAA talent, movie studios, celebrity agents,

in fact the whole entertainment industry

(we are also writers, film makers, comic collectors, photographers, DJs, architects, screen printers and knitters)

1. WHO WE ARE A BIT ABOUT US

We are proud to work with some of the most iconic, brave and inspiring brands in the world.

1. WHO WE ARE

OUR CLIENTS

1. WHO WE ARE

HOW WE WORK

PART 2

PART 3


IN SUMMARY

PART 1 WHO WE ARE

2. MAKING PARTNERSHIPS WORK

WE BELIEVE IN BRAND PARTNERSHIPS WHERE:

EVERYONE WINS BRANDS: IT’S MORE THAN JUST AN ARTIST PARTNERSHIP

ARTISTS: THINK AND GO

BEYOND THE PAYCHECK

THE VALUE EXCHANGE


BUT ‘VALUE’ NEEDS TO BE STRATEGICALLY DEFINED…

EVERYONE WINS BRANDS ARTISTS

REACH

CREDIBILITY

CONTENT

REPUTATION

TRADE & AFFILIATE RELATIONSHIPS

SOCIAL RESPONSIBILITY

$$$

REACH

CONTENT

IMAGE / REPUTATION

INCREMENTAL VALUE

$$$


WE BELIEVE THAT SUCCESS LIES IN THE DETAIL…

WHAT IS WHAT IS YOUR BUSINESS OR ARTIST OBJECTIVE?

WHO IS YOUR TARGET AUDIENCE AND WHICH BRANDS PROVIDE A NATURAL FIT?

HAVE YOU CREATED A CONTENT MANAGEMENT AND DELIVERY SYSTEM THAT’S QUICK, NIMBLE AND EFFICIENT?

WHAT IS YOUR ARTIST OR CONTENT STORY AND HOW CAN A BRAND HELP REINFORCE IT?

HAVE YOU ESTABLISHED A BRAND ALIGNED METRICS MODEL?


THIS APPROACH ALSO APPLIES TO ANY MUSIC PARTNER

LET’S SEE SOME EXAMPLES


DELIVER EXPERIENCES THAT YOUR FANS WANT

BE BRAVE CONTRIBUTE TO THE CREATIVE FUTURE

ENHANCE PERSONAL BRAND VALUE GET FANS CLOSER TO THE MUSIC


TOPMAN CTRL How can we create more exposure from our music sponsorships, avoid peaks and troughs and run 365 days a year across all key channels? Stop all music sponsorship and start Topman CTRL. We created a single minded proposition and multi-channel platform that has brought together multiple assets and initiatives with an evolving celebrity ambassador at the core. This integrated and innovative solution continues to go from strength to strength and has even become a TV Show, with all aspects combining to credibly connect the brand to their 18-24 year old audience, 365 days a year.


SPRINT Having conceived, built and developed the new integrated strategic music platform for Sprint – Sound Sessions – how could we not only launch the initiative, but also demonstrate both the exclusive new HTC One’s Harmon Kardon audio technology and Sprint’s world-class wireless network? Our solution was to get a super-hot artist to do something really creative and cover both challenges at once. We identified Pharrell Williams and instead of giving him a band, we used the phone’s awesome audio capabilities to play the backing track: 500 hacked HTC Ones distributed to the audience. The phones were also utilised to provide a visual backdrop, with colour and effects synchronised to the track. Held at the legendary NYC music venue Webster Hall, the invite-only concert for Sprint competition winners, media and VIP guests attracted a star-studded crowd that lived long after Pharrell's performance was over.


BANK OF AMERICA Bank of America, U2 and the (RED) Foundation had begun discussions about a major new philanthropic initiative. How could FRUKT conceive, negotiate, deliver and launch this innovative partnership? We negotiated a 12-month partnership with U2, which would raise $10m through a series of programmes for the fight against AIDS. We redeployed existing media spend around the XLVIII Super Bowl, where the partnership was announced by giving away the first track of U2’s new album for free via iTunes for a 24 hour period. For every download, the Bank of America would donate $1. We oversaw the creation of a 60 second TV spot, filmed alongside the creation of U2’s new video for ‘Invisible’, which was broadcast in the XLVIII Super Bowl. Within an hour of the commercial airing, the initial total target of 1million downloads and $1million donated by Bank of America had been reached. The final total proved to be over three times that amount.

2. MAKING PARTNERSHIPS WORK – TRENDS IN EDM

CREATIVE KICKSTARTERS: MENTORING MATTERS A SMALL NUMBER OF BRANDS POSITION THEMSELVES AS EDM MUSIC PIONEERS, CHAMPIONING ASPIRING ARTISTS AND PROVIDING THEM WITH THE TOOLS TO CREATE, PROMOTE, AND HONE THEIR CREATIVITY. WHETHER ITS CHAMPIONING EMERGING ACTS, PROVIDING STUDIO SPACE OR FACILITATING EXPERT MENTORING.

EXAMPLES •  RED BULL - RED BULL MUSIC ACADEMY •  BURN - BURN RESIDENCY •  SMIRNOFF - MASTER OF THE MIX KEY THEMES SUPPORTING EMERGING TALENT, MENTORING, FINANCIAL / MARKETING ASSISTANCE, EXPOSURE

EDM FAN BENEFITS DISCOVERY / KNOWLEDGE, PART OF GRASSROOTS CULTURE, ABILITY TO FULFILL MUSICAL ASPIRATIONS


CONTENT CATALYSTS: DELIVERING EXCLUSIVES BRANDS HAVE ATTEMPTED THE A&R ROUTE OVER THE YEARS WITH LIMITED SUCCESS. HOWEVER, SOME BRANDS ARE ACTING AS THE CATALYST FOR EDM MUSICAL FIRSTS – FROM NEW TRACK RELEASES, TO HIGH END MUSIC VIDEOS - ACTIVELY FUNDING ACCESS TO EXCITING NEW CONTENT

EXAMPLES •  G STAR RAW – ART OF RAW •  VOLVO – LEAVE THE WORLD BEHIND •  ABSOLUT – GREYHOUND

KEY THEMES EXCLUSIVITY, LONGEVITY (CONTENT BECOMES PART OF MUSIC HISTORY), PRODUCT INTEGRATION

EDM FAN BENEFITS QUALITY CONTENT, EXCLUSIVE ACCESS, FEELING VALUED (FAN CENTRIC CONTENT)


LIVE REVIVED: NOT YOUR AVERAGE STAGE SHOW WITH 81% OF MILLIENNIALS SAYING THEY VALUE EXPERIENCES MORE THAN POSSESSIONS AND 72% CITING A PREFERENCE TO PAY FOR EXPERIENCES, DEVELOPING LIVE EVENTS BEYOND THE CONFINES OF THE TRADITIONAL STAGE FORMAT PROVIDES EDM AUDIENCES WITH THE EXCLUSIVITY FACTOR THEY INCREASINGLY CRAVE.

EXAMPLES •  NOKIA – DEADMAU5 LUMIA LAUNCH •  RED STRIPE – MAKE SESSIONS •  RED BULL – REVOLUTIONS IN SOUND

KEY THEMES EXCLUSIVITY, UNIQUE, INNOVATIVE LOCATION/DELIVERY. ‘HAD-TO-BE-THERE’ EXPERIENCE, NON-TRADITIONAL PRODUCTION

EDM FAN BENEFITS STATUS VALUE, PART OF UNREPEATABLE EVENT, INTIMATE ARTIST ACCESS


THE PLUR EFFECT: BUILDING SOCIAL STORIES THE CONCEPT OF PLUR (PEACE LOVE UNITY RESPECT) IS CENTRAL TO THE EDM FESTIVAL ATTENDEE AND BRANDS ARE INCREASINGLY LOOKING TO TAP INTO THIS KEY ELEMENT, BRINGING FANS INTO CLOSER PROXIMITY WITH EACH OTHER IN MOMENTS THAT EVOKE A SENSE OF UNITY, SHARING AND COMMUNITY.

EXAMPLES •  SOL REPUBLIC – SOL SHUTTLE •  MOTOROLA – KANDI SHOP •  BRUSSELS AIRLINE – TOMORROWLAND FLIGHTS

KEY THEMES SHARED EXPERIENCE, EDM SPECIFIC TRAVEL, EDM CULTURE ENHANCEMENT (CLOTHING, KANDI)

EDM FAN BENEFITS PART OF UNIQUE MOMENT, COMMUNITY OF LIKEMINDED PEOPLE, OWNERSHIP, PRE-EVENT VALUE

PART 2

PART 3


IN SUMMARY

PART 1 WHO WE ARE

3. IN SUMMARY

BE BRAVE CONTRIBUTE TO THE CREATIVE FUTURE

ENHANCE PERSONAL BRAND VALUE GET FANS CLOSER TO THE MUSIC

FIND YOUR VALUE SWEET SPOT DELIVER IT AS YOUR FANS WANT IT

EVERYONE WINS

PLEASE GET IN TOUCH [email protected] // @JREMale // @wearefrukt

www.wearefrukt.com

Presentations & Public Speaking

James Male @ SeeMe7