New MR and Marketing Agency to Help 'Transform' Sony Music

Sony BMG is launching a broad-ranging communications and artist agency, SBX, as a pan-European joint venture with communications company Exposure. Marcel Engh will lead the agency as MD.

The agency offers 'a full 360-degree proposition, from initial strategic planning and market research to creative work, content programming and fully integrated execution'. Services will include artist endorsements, product placement in music videos, syncs, sonic branding, digital content and web 2.0 marketing tools, artist concerts and live events, and ad-funded programming.

Partner firm Exposure is a privately owned agency covering eight different marketing disciplines, with offices in London, New York, LA and San Francisco.

Sony Music Continental Europe COO Richard Story describes the new firm, which will act independently and work with third parties but will have preferred access to the Sony Music and Exposure networks, as 'a key pillar of our new business strategy', helping to 'transform Sony Music from a record label into a global music entertainment partner for our artists and brand clients.'

Says Engh: 'The benefit of the two teams' experience will allow SBX to create engaging and sustainable communications for its clients, developing valuable content and delivering truly integrated campaigns at a local and international level.'

Web site: www.exposure.net/sbx/home.php .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.