EMI Music Publishing has signed a deal with Absolute Radio which allows the radio station to commission bespoke songs and audio signatures for marketing campaigns.
The deal will see the radio station giving advertisers a platform to promote their marketing messages with, as the station claims, a stronger audio identity and in turn aims for the clients campaigns to sound more effective and memorable, using EMI Music’s roster of writers and composers.
The commissions will be created for campaigns on the radio station, and will also see Absolute Radio able to licence the music compositions for clients to use in their media campaigns across other all other media. This will include other radio stations, digital platforms, TV and movies for sync deals. The deal enables the radio station to generate a new revenue stream from having music publishing interests. The deal not only covers audio for creative campaigns but could also be extended to encompass the publishing of songs recorded for general release.
UK Head of Sales for EMI Music Publishing Melanie Johnson said: “This deal poses a great opportunity for our songwriters and composers, who will be able to use their ability to connect with listeners in order to create significant income generating opportunities for themselves.”
Vince Lynch, Absolute Radio Creative Director: “It’s about creating a sonic identity with our clients that defines their uniqueness, which in turn helps our business sound better. We all know that listeners don’t hate adverts, they hate bad adverts. With the musical know-how of EMI Music Publishing and the creative minds at Absolute Radio, we can create ads and programming that people actually want to experience in order to make for a stronger listening experience”.