Editor's Letter

Iezzi, Teressa
April 2003
CREATIVITY;Apr2003, Vol. 11 Issue 3, p1
Trade Publication
The article focuses on the significance of music record companies in the advertising industry. The BBH/London advertising music recording company's music track from their Lynx advertisement had, after its first day on sale, sold 26,000 copies and was heading to number one position in music charts. The agency will soon potentially be launching a Great Britain music publishing arm, Leap. The agency has earned revenues for various third parties with its potential for making its advertising music famous along with its brands. "The balance of power has shifted toward agencies," says Richard Kirstein, the veteran of Zomba Records company. "If you can release a record on the back of a commercial where that commercial has a media spend of 10-20 million pounds, it becomes a very interesting vehicle. It's a far greater success than if you're launching it in isolation." Such is the advertisement's currency that labels will be increasingly moving to a position where they are giving their sound recordings to agencies for very little or even no fee. "The use of music in advertisements is now a major part of the promotion and marketing initiative for each record release," Kirstein adds.


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