, Jan. 10, 2013 /PRNewswire/ -- The relationship between music and brands will take centre stage at the upcoming
, the annual international B2B event dedicated to the new music ecosystem. Organised by Reed MIDEM, Midem 2013 will take place in
, 26-29 January.
Midem 2013 will dedicate a new space to brands and agencies : Brand Central. Sponsored by
, online music service
, and leading in-store media specialist
, Brand Central is
place to learn all about how music and brands can interact. It offers a tailor-made learning programme run by industry experts to better understand the synergy between music and brands.
Brand Central will host the second
Midem Marketing Competition
, in which 20 finalists compete for awards in two categories: the best use of music or partnership with an artist in a marketing campaign, and best music placement in an ad.
music & brands case study
programme will explore several successful collaborations. Among them, the French agency and Publicis Groupe company
's successful "Kingdom of Jewels" digital campaign bringing together US singer
with Swiss jeweller
MINI will discuss its two-night music festival, "Mini United," and how the event has given a new dimension to brand entertainment, reinforcing MINI's leadership as an iconic brand. British rock band
The Ting Tings
, who performed at both Midem Festival and Mini United Festival last year, will also attend.
Another case study will hear from
, on the sportswear company's "I Am Classic" campaign, a ground-breaking interactive Facebook-connected music experience.
will outline how it brought the world's leading dance event, "Sensation," to
Ogilvy & Mather
will discuss the emergence of brands that are building initiatives to support creativity and nurture independent musical talent in relation to
's "Bands in Transit" initiative.
Meanwhile, the Midem
training sessions and workshops
will focus on how to use music to convey a message, led by
Tribal DDB Amsterdam
will look at the Heineken "Legends" global campaign; while UK's
Live Nation Entertainment
will show how access to live music has become a key consumer motivator, providing artists with new marketing partners to directly benefit their live music careers.
plenary conference will also feature a strong brands and agencies focus:
, Chief Marketing Officer at
, will talk about the brand's legacy in music and its innovative "American Express Unstaged" live streamed music concert series.
, Chairman & Global Creative Director at
& Global Creative Officer at
, will outline his view that only a deep commitment to talent and creativity will generate audience engagement, and thus create long-term value for brands.
Throughout the four-day Midem market, major brands and agencies such as
The Coca-Cola Company
, will take part in the 2013 edition.
If you wish to register for Midem as a journalist, please
About midem –
midem is an annual international b2b event dedicated to the new music ecosystem, with a tradeshow, conferences, competitions, networking events and live performances. It's the place where music makers, cutting-edge technologies, brands & talents come together to enrich the passionate relationship between people & music, transform audience engagement and form new business connections.
SOURCE Reed MIDEM