Ten ways brands can work with the music industry: insights from Sony Music

Low Lai Chow

Brands are increasingly taking to music on a whole new level across Asia Pacific, according to Gavin Parry, evp/digital and business development Asia & ANZ, Sony Music.

Speaking at Spikes Asia, an event held in Sinagpore in September 2014, he outlined how his business had made more than 500 brand deals in the region during the previous 18 months. "We've had over a thousand brand opportunities come to us, and now the new business is delivering 19% of our EBIT," he said. "Four or five years back, that part of EBIT would have been 1% or 2%."

As the music consultancy arm of the Sony Music Entertainment label, Sony Music Branded Entertainment helps to deliver music-related campaigns for brands and corporations such as Unilever, Coca-Cola and McDonald's. "We have this idea of us as being a creative agency dealing with music," Parry explained. "We have a lot of tools in our toolset, whether it be live events, whether it be online or mobile, whether it's TV productions, whether it's digital. It's been a massive transition for us."