Christophe-Caurret-Music-and-Brands-Keynote.pdf

1、TOWARDS A NEW CREATIVE BALANCEMUSIC&BRANDSThe Link Between Brands and MusiCINTRODual expertise:legal(law)and musiCal(DJ,event organization,label,management)=both Creative and ContraCtual.Early campaigns using non-mainstream tracks=taste for originality,betting on artists before they beCame“famous.”R

2、ole at BETC,now PubliCis/Prodigious:leading musiC Creation at the highest agenCy level,managing teams,working with strong brands.Initiatives promoting artists:label,Panik events,etC.=legitimaCy to Claim brands Can be Cultural veCtors,not just sponsors.I.Brief personal introductionEducation:Masters i

3、n Law strong foundation in ContraCts,negotiation,usage rights.Musical background:DJ+rave organizer in the 1990s Close to Creation and emerging artists.Career path:Virgin ReCords(business/liCensing side).Joined BETC in 1999 beCame MusiC Creative DireCtor,founded BETC MusiC.Since Sept.2021:MusiC Creat

4、ive DireCtor at PubliCis FranCe&Managing DireCtor of Prodigious Sound.THE ROLE OFMusic in advertisingBuilds emotional identity emotion,mood,tone,bridges visuals and audience experience.Enhances recognition&memorability sonic signatures,melodies,iConiC traCks,liCensed hits.Creates cultural connection

5、 brands embed themselves in pop Culture,perCeived as Current or avant-garde.THE BIG LEAP-LACOSTEWhy this topic today?Advertising&sync market in transformation:economic Constraints,teCh shifts,demand for authentiCity.Caurret as insider experienCe aCross major Campaigns and brandmusiC bridges.Examples

6、:Lancme La Vie est Belle:long synC history,latest Campaign is a Composition with Justin Hurwitz.Garnier:Lizzo synC Good as Hell =now budgets are reduCed 10.II.CURRENT STATE OF THE SYNC MARKETCONSTRAINED1.ECONOMIC CONTEXTPost-COVID:brands Cut Comms budgets,esp.