Music Advertising and Brands Establish Keys to Partnership Success

PARIS--(BUSINESS WIRE)--For the first time, 17 international experts from music, brands and advertising have defined 10 ‘Commandments’ designed to optimize partnerships between the three sectors.

“The 10 Commandments of Music and Brand Partnerships”

Brought together at MIDEM 2009 as part of the Music Marketing Forum, the 17 experts were drawn from music giants Sony, EMI and AEG, brands Hasbro, O2 and Coca-Cola and advertising agencies Havas Media, Euro RSCG KLP and M&C Saatchi. Together, the industry leaders drew up 10 conditions required to ensure success when working together.

Notable among these conditions are the necessity for the values of the brand to be aligned with those of the artist’s, that all partners agree on objectives from the outset and that an on-going assessment of the partnership results should take place.

Music and brands are working increasingly together to generate new revenue streams. To date, brands devote around 5%* of their advertising budgets to music and 41% of brand managers believe that music could be an effective way of building brand awareness.

Following the meeting at MIDEM 2009, “The 10 Commandments of Music and Brand Partnerships” report is now available on the MIDEM(NET) blog (www.midemnetblog.com.). Discussion on the report is now available on-line with several of the 17 experts taking part.

The 44^th edition of MIDEM will take place January 24-27, 2010 in the Palais des Festivals, Cannes. For the first time since it was launched in 2000, MidemNet will be accessible, free of charge, to all MIDEM delegates and will run from January 23-27, 2010.

Find the latest news about MIDEM and MidemNet at: http://www.midem.com

* Figures from Variety, ‘Music talent, marketers not in sync’, April 20, 2009

For more information please contact:

Reed MIDEM

Jane GARTON, Press Director
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Mélanie AIGLE, Press Officer
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Philippe LE GALL, Press Events Manager
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www.midem.com

Note to the editors:

ABOUT REED MIDEM

Founded in 1963, Reed MIDEM is a leading organiser of professional, international tradeshows. Reed MIDEM events have established themselves as key dates in professional diaries. The company hosts MIPTV, MIPDOC, MIPCOM, and MIPJUNIOR for the television and digital content industries, MIDEM for music professionals, MIPIM, MIPIM Asia, MIPIM HORIZONS and MAPIC for the property and retail real estate sectors.

Reed Exhibitions is the world’s leading events organiser, with over 470 events in 37 countries. In 2008 Reed brought together over seven million industry professionals from around the world generating billions of dollars in business. Today Reed events are held throughout the Americas, Europe, the Middle East and Asia Pacific, and organised by 38 fully staffed offices.

Reed organises a wide range of events, including exhibitions, conferences, congresses and meetings. Its portfolio of over 470 events serves 44 industry sectors, including: Aerospace & aviation, automobiles, broadcasting, building & construction, electronics, energy, oil & gas, engineering, manufacturing, environment, food service & hospitality, gifts, healthcare, interior design, IT & telecoms, jewellery, life science & pharmaceuticals, machinery, medical education, printing & graphics, property & real estate, security & safety, sports & recreation, travel.

For further information about Reed MIDEM visit www.reedmidem.com