歌名：新年喜气洋洋 ( A Cheerful New Year ) 作词作曲演唱：黄永晖(Ng Yong Hui )

Does your brand need a band ? 您的品牌需要乐队吗 ？

Cooperation between music and brand marketing. 音乐与品牌行销合作。 Get your brand out to millions of Malaysians through our country's most popular and hottest artists! 通过我们国家最受欢迎和最热门的艺术家，将您的品牌传播给数百万马来西亚人！ we have a world class line-up of artists ready to elevate your brand to the next level 我们拥有世界一流的艺术家阵容，可以将您的品牌提升到一个新的水平

Amplifying Brands With Music 用音乐扩大品牌

Amplifying Brands With Music AMPLIFY YOUR BRAND WITH OUR STARS Get in touch with us and explore the endless marketing and promotional opportunities with Universal Music Group of artists! 用音乐扩大品牌 用音乐扩大品牌，用我们的明星来扩大您的品牌与我们联系，并与环球音乐艺术家联盟一起探索无尽的营销和促销机会！

When bands meet brands: the mutual benefits of music partnerships

Brand association can mean financial support for musicians and large and enthusiastic audiences for brands When it comes to music and brands it feels like there’s a genuine opportunity for both parties to benefit. The two need each other like never before. Today’s artists have been raised in a branded world. They benefit from brand support and income and really engage when campaigns are creative. Meanwhile brands benefit from access to large, passionate audiences and an association with music and celebrity. We recently hosted the second edition of MEC Music Week and I spent spent some time considering what the future will look like for brand involvement in music. Here are some of the new opportunities. Fans and fandom Brand associations needn’t be limited to star names. The YouTube vlogging phenomenon has shown that you don’t need traditional celebrity associations to shift products and drive engagement. Using the fans themselves as a form of engagement is now an option. What better influence than that of your friends and peers? Official means nothing and brands are realising this. Just look at Copa 90, the fan-powered football channel (“For fans, by fans”) or All Things Hair, a consumer-powered Unilever YouTube channel featuring hair styling tutorials from vloggers. Making music special It’s telling that vinyl sales are on the up, with a 54.7% increase year-on-year globally. When you package music as collectible art, people’s enthusiasm soars. You can see the same in live music with events such as Sofar Sounds repackaging small live gigs to become a magical mystery nights out. Advertisement There’s an opportunity to take this to the next level. Music partnerships have so far been largely confined to basic campaigns (ad soundtracks, product placements, ambassadorships and so on). With artists now more brand-aware and willing to collaborate, as well as a more structured music environment, brands and agencies have the opportunity to work on more creative, deep and long-term partnerships. Three years ago energy drink company Relentless worked with Professor Green on its TV ad, but it would have been refreshing to see this partnership extend the traditional TV ad format. His role could have gone further and deeper across platforms to become a long-term ambassador capable of affecting a real brand perception shift, rather than just being a short-term, tactical ad. Sign up for the Sleeve Notes email: music news, bold reviews and unexpected extras Read more Music packages and platforms In the US, about 70% of brand sponsorhip spend goes towards sport. A big reason for this will surely be the vast number of established and reliable assets. Take football in the UK, for which you have the Fifa World Cup, Uefa Champions League, plus domestic leagues and competitions. Building a multi-market, long-term partnership strategy in sport is relatively easy. It’s a different story in music, where there are few global artists and fewer who have longevity and young audience appeal. Artists who are successful in this area, such as Beyoncé, are expensive and already have a range of brand partnerships in place. It’s hard to stand out. You have single market festivals that disappear as quickly as they arrive, and music TV offers little beyond the odd award show or talent contest, most of which are already sponsored to the hilt. It’s hard to ever see music rivalling football, but as brands and labels crave partnerships, we’ll see more attempts from brands, agencies and music rights holders to create events with global reach and scale. Rights simplification Music rights are important; artists need to be paid for their art. However, rights complexity continues to discourage brands from getting involved with music. Labels, publishers, live promoters and managers need to be better aligned if they are to attract brands. If a brand sponsors a festival, they will want access to artists and their music. Very few festival promoters are set up to offer rights to artists, but using a dedicated specialist music and brand agency to help navigate these situations, and even negotiate on your behalf, will help to ensure both brand and artist get the most from the relationship. While a simplification of rights laws is unlikely to happen overnight, we’re starting to see a centralising of conversations, which can only be a good thing. Involving the artist Successful campaigns have a clear purpose and understand the needs of all stakeholders. Brands and agencies should look to tap into the creativity of the artists. Delivering platforms that artists believe in and helping them achieve their personal ambitions is likely to result in a decrease in rights fees. A good example of this is The Creators Project, a site and video content hub created by Intel and Vice to showcase the work of those who are using technology to push the boundaries of creative expression. The artists are given creative freedom and, since launch, the project has generated more than 250m video views and won a list of awards and honours in the process. From music to music culture They say “music can sell everything but itself,” which is a very astute observation. Music is more inclusive when part of a lifestyle, rather than the sole focus. There is a reason why MTV stopped music-only programming or why Top of the Pops was axed. Music is increasingly enjoyed alongside other things. People go to music festivals for more than just the music. You might not be able to name a Rita Ora song, but you’ve probably seen her on The Voice, The X-Factor or in Samsung commercials. Brands want alignment with an always-on culture, not a finite, short-term moment. Music culture provides a much richer narrative to which brands can align. Mark Knight is strategy director at MEC Access Mark Knight Wed 14 Oct 2015

Brands Need Bands 品牌需要乐队

Music is an emotional touchpoint Music incites social action Live music experiences forge lasting bonds 音乐是一种情感接触点 音乐煽动社会行动 现场音乐体验打造持久的联系 In short, music brings people together 简而言之，音乐将人们聚集在一起 Use music to leverage interest in their brand and build loyal relationships 使用音乐来激发对品牌的兴趣并建立忠诚的关系 music is a powerful tool for brands 音乐是品牌的有力工具 Are you ready to Work directly with the world's best artists ? 你准备好直接与世界上最好的艺术家合作了吗？ Music Brand Partnerships音乐品牌合作伙伴

Our artist partnership services include:我们的艺术家合作服务包括 :

Tour Partnerships Connect with fans through experiential activation and rights surrounding concert tours. Exclusive Content Differentiate your content through talent collaboration and integration. Unique Promotions Leverage talent rights for retail, digital, and B2B promotions. Live Event Activation & Engagement Bring in-demand talent to a brand event to perform. VIP Experiences Provide hospitality experiences for consumers and clients. Social Media Campaigns Leverage the dominance of music talent on social media. Brand Ambassador Programs Create 360-degree campaigns to endorse and support your brand. Public Relations Campaigns Generate media stories through collaboration with top-tier talent. Corporate Performances Bring today’s best talent to perform at your company event. Licensing Partnerships Differentiate consumer products with exclusive talent licenses. 旅游合作伙伴 通过体验式激活和音乐会之旅的权利与粉丝联系。 独家内容 通过人才协作和集成来区分您的内容。 独特的促销活动 利用零售，数字和B2B促销的人才权利。 现场活动激活和参与 将需求人才带入品牌活动中。 VIP体验 为消费者和客户提供接待体验。 社交媒体活动 利用音乐人才在社交媒体上的主导地位。 品牌大使计划 制作360度广告系列，以支持和支持您的品牌。 公共关系活动 通过与顶级人才合作生成媒体故事。 公司业绩 为您的公司活动带来今天最优秀的人才。 许可合作伙伴关系 通过独家人才许可证区分消费者产品。

誰說經營唱片公司， 一定賠錢？

唱片工業現已進入寒冬，由於唱片的行銷投資風險龐大，最資深的滾石唱片面臨財務窘境，飛碟則已經轉手賣給世界五大品牌的華納；即使是五大在台灣的製作產品，也面臨數位下載軟體的威脅，新唱片營收節節下滑。然而這些問題對曼谷的歌萊美(GMM Grammy)來說，卻似乎都構不成挑戰。 對歌萊美來說，這個問題其實有三套解答：首先是以「版權」為軸心，讓新作品、新唱片的價值完整擴散；其次是將KTV的能量完全吸納，結合流行音樂消費機制中的「唱」和「聽」功能；第三則是音樂資產的重製與再利用。唱片好比東南亞水果之王椰子一般，看似價值平凡，但從汁肉到椰殼，無一不可利用。對歌萊美來說，實體CD唱片就如同椰汁，MTV伴唱帶猶如果肉，而整個版權與重製權，就像椰殼一般，三者通通可回收再利用。 內容再生產創造無限利潤 攤開歌萊美的新唱片製作流程，它所有的音樂「製品」——無論是詞、曲、錄音、音樂的各種重製權，乃至於手機上的「音樂鈴聲下載」權，全都由公司一手掌握。而旗下歌手從錄音發行的合約到藝人經紀，歌萊美也從不假他人之手。版權在握，使得音樂產品無論如何包裝、重製，都可納入作業控管程序中，舉凡辦演唱會、音樂劇、紀念精選集發行等，如何賣？怎麼包裝？彈性都很大，不像其他公司音樂版權，因詞、曲版權分屬不同公司，藝人經紀又是另一塊，版稅的計算複雜，相對使商品價值鏈無法開展，連帶地就無法降低成本。 十多年前，EMI唱片老闆就曾告訴歌萊美總裁黃民輝：「唱片業只要累積十年，不用裁員，不需減薪，就可繼續存活下去，因為音樂資產的價值，有無窮擴散的空間——光靠吃老本就夠了！」目前手中已握有九萬多首歌曲的版權，再加上四百多名歌手經紀合約，這些都是歌萊美立於不敗山頭的重要資產。 由於音樂產品可以不斷整合、重製與再利用，產銷成本一次比一次降低，老歌在舊瓶裝新酒的行銷處理後可不斷延伸產品的生命週期，只要讓年輕族群能繼續接受老歌，公司內累積的音樂資產價值就能不斷擴增。總裁黃民輝強調，歌萊美現有的獲利音樂產品中，老歌就佔了四成，另外才是排行榜的新歌和手機鈴聲下載。 黃民輝的策略之一，是絕不會提醒消費者「應該」身處在哪個世代，「既然音樂無國界，就更沒理由有年齡限制」，歌萊美最擅長的，就是不斷創造「低成本老歌」的新價值。舉例來說，二○○三年歌萊美舉辦了一場向二十年前創業之時的老歌手樂團「Micro」致敬的演唱會，廣邀當下最紅的年輕樂團「翻唱」或「重新詮釋」它曾經走紅的老歌，結果現場湧進兩萬名各年齡層的樂迷。這樣的企畫每年不斷上演，包括去年紀念公司成立二十年的「PACK 4演唱會」、七月底即將舉辦的「GMM黃金十年演唱會」等等，乍看只是平凡無奇的唱片行銷活動，實際上內藏的卻是對音樂資產與價值鏈完整利用的強力行銷。一場演唱會下來，除了票房亮麗，歌萊美還趁勢推出兩張演唱會VCD、兩張錄音CD以及多張伴唱帶等，零零總總的附加產品，至少有十項之多。 演唱會之外，歌萊美每年至少製作二、三齣大型音樂劇，搭配強力行銷，票房經常拉出長紅，例如：今年六月推出的(古鏡奇緣)，不但一票難求，周邊商品的獲利更是豐厚。 KTV和音樂下載有市場 事實上，歌萊美去年成長最快的業務，就是音樂錄影帶和伴唱帶的銷售。公司最新的計畫，就是將KTV「包送到家」，消費者每個月只需負擔兩百泰銖(約一百五十元新台幣)，就可以隨意點唱歌萊美歌手的歌曲。黃民輝分析，在台灣沒有一家唱片公司上市，但KTV公司卻有兩家已經掛牌，那是因為KTV是「唱」的行業，消費以次數計算，但唱片公司卻是「聽」的行業，做「炫耀式消費」生意，比做「耐久消費財」生意更有利可圖。 面對數位新科技的下載和分享，全球唱片公司都為之所苦，但歌萊美採取的態度不是走上法院，而是善加利用，「科技發展之後，我們的收入反而增加，這也是另一個完整擁有版權的好處，」黃民輝指出，只要防範工作做得完善，危機反而可能是轉機。以鈴聲下載為例，歌萊美軟體工程師設計的付費下載平台，比台灣手機業者的服務還方便，消費者不必查詢下載碼，只要聽到喜歡的音樂，簡單按個輸入鍵，讓手機「聽」音樂，就可自行辨識下載聽到的樂曲。 黃民輝的盤算是，只要一位消費者每個月貢獻一百元下載音樂、二百元KTV消費，唱片公司的獲利，何難之有。