MY VIEW: Star Power

Greenlight's Mark Sherman on pop's powerful potential in the licensing market.
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Music has the power to move and inspire, and as a result, marketers are now harnessing pop's powerful potential more aggressively than ever before.

While commissions for original music for ads plummet, licensing music from established and emerging artists is soaring: record companies’ income from synchronisation licensing alone has grown by 20.1 per cent over the past year according to the BPI (previously the British Phonographic Industry).

Licensing a well-known song or lyric is an effective way of making a powerful emotional connection for advertisers. Out of all the film-based winners at the Cannes Lions advertising festival this year, over half of the gold winners used some form of licensed music in their winning entries.

To read the full article, click here.


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