Music Matters Advertising Forum kicks off in Singapore

Ian Stewart, head of Asia at Friendster, and Steve Garton, executive director of media at Synovate, spoke about today’s youth audiences gravitating toward the computer as their “new-music TV”, and noted that brands should not ignore adults or affluent segments who listen to and consume music on their computers.

Meanwhile, Achara Masoodi from Mindshare’s Asia Scout Network offered insights into new independent music platforms emerging in Asia, including sub-cultures that have grown from local music acts and created a bustling Asian underground music scene.

From a brand’s perspective, Jeff Lemon, Smifnoff's Asia-Pacific sponsorship manager, discusssed how the spirits brand banked on Manchester United and DJ Tiesto to drive awareness and enagagement  for Smirnoff in the region.

Adam Gerard, brand champion for Tiger beer, also shared the best practices of 'Tiger translate', a global music and creative initiative that showcased up-and-coming bands and artists in local venues and arenas, while Nokia’s marketing manager for services, music and games Nichlas Wall talked about the brand's recent partnership with Universal to develop an exclusive track by Rihanna, plus other properties for its mobile phones.

Kel Hook, MD for Wieden & Kennedy Shanghai, then urged brands “not to confuse endorsement with connection” as he showcased recent work done for Nike and Converse in China utilising music.

Hook advised that brands need to be authentic when using music platforms and need to respect artists. “[Their fans] don’t want to hear them singing about chicken and chewing gum”.

He also stressed that music engagement platforms cannot be short-term and that music provides a host of content and distribution channels.

The Music Matters Advertising Forum, which takes place today in Singapore and is organised in conjunction with Media, is themed 'Brands, bands and fans'. The programme is designed to connect the advertising and branding industries with record labels, artists, managers, retail, promoters, media and mobile.