International advertising and marketing agency Ogilvy Group UK are staging a one-day event called Lab Day LIVE designed to engage both the advertising and music communities. On the 9th September Ogilvy's offices in London's Canary Wharf will play host to a music industry conference and live music festival.
It promises to be an informative and entertaining occasion focusing on the latest digital media opportunities mutually available to brands and the music business. The morning conference panels and talks will feature key figures from Last.fm. Spotify, PRS and other leading music organizations (List of speakers). During the afternoon live music performances from name and up-coming acts will take place across three stages (see below).
Entitled: Making music matter as much to brands as it does to consumers
The event is part of Ogilvy’s on-going drive to help clients and their brands navigate the rapidly changing landscape of the music industry in the digital age.
In this video clip Lab Day organizer Tara Austin talks about her role in making music a more central part of the creative process at Ogilvy. To see what other members of the team are saying take a look at the Video Wall.
The Rules of Engagement
Ogilvy are looking to the music industry for innovative ideas on how brands can use music to to build engagement with their audience. Earlier in the year, at MIDEM 2011, they made a stirring appeal for music publishers to "‘look beyond the cheque' and contribute more than just a piece of audio to an advertising campaign" emphasising Ogilvy's vision to "create added value: value for our brands and, ultimately, value for the artist whose music our campaigns promote".
I'll be attending the event and listening closely to what's being said about sonic branding and new ideas for using music to create a 'brand sound'. I'm also looking forward to learning more about the power of sound and music when applied to areas such as 'retail soundscapes' and how we can be informed by hard data.
As a long-time advocate of Open Media licensing tools, when and where appropriate, I'll be hoping to see more open and collaborative business frameworks designed to minimize the friction permeating traditional licensing models. Many Internet audio and video platforms have already successfully integrated Creative Commons licensing making it easy for people to share, remix and reuse media legally, notably SoundCloud and YouTube (list of corporate support).
Creative Commons has always been about promoting creativity and the power of openness to build communities based on shared ideas. Unfortunately the established licensing system, especially with regards to CC licenses in Europe, makes widespread media sharing difficult, thereby blocking the most valuable thing which is attention. Hopefully the wider debate around open and closed systems will eventually lead to innovation that fosters audience attention, participation, and better user experiences in the digital music space.
Event Info & Live Stream
Full details and live streaming of acts from the 3 music stages on the day can be found at http://www.labdaylive.co.uk/
Pete and The Pirates
To Kill a King
Some of the performers appearing on the day
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