Sony Music and marketing communications agency Exposure are launching a pan-European join venture to offer ‘a full 360-degree proposition, from initial strategic planning and market research to creative work, content programming and fully integrated execution’.
The agency, to be called SBX, will offer a broad range of services including artist endorsements, product placement in music videos, digital content, live events and music-oriented ad-funded programming.
SBX will be based in London, with local offices around Europe. It will oversee branded partnerships with Sony Music artists, such as Beyoncé, Kelly Rowland and Wyclef Jean, and will work with advertisers, such as PlayStation, Levi’s, Samsung, Intel and Tommy Hilfiger, which are already working with Sony Music artists.
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.’
