BMI launches year-long brand positioning campaign

NEW YORK: Broadcast Music Inc. is conducting an integrated communications and marketing campaign to showcase its history and leadership in the music industry.

NEW YORK: Broadcast Music Inc. is conducting an integrated communications and marketing campaign to showcase its history and leadership in the music industry.

The initiative kicked off last week in Billboard and on BMI.com and will run throughout this year. BMI will also unveil its new messaging and marketing platform on Saturday at the MIDEM international music industry conference in Cannes, France.

BMI's goal is to raise awareness of its services and corporate identity through outreach to songwriters, composers, publishers, licensees, and the music industry at large. The company represents public performance rights, negotiates music license agreements, and distributes royalties to members.

“The goal is to underscore our dedication, innovation, and how we add value in this continuously evolving industry,” said Silvia Davi, BMI's VP and head of strategic communications and marketing. “We thought this was a great way to kick off the year with new creative and position what we represent.”

BMI is reaching out to the music trade press, such as Billboard and Music Connection. Corporate strategy SVP Richard Conlon will participate in a session at MIDEM, and BMI plans to have a presence at other music industry events this year, Davi said. The campaign will also include video projects later in the year.

BMI is engaging audiences on social media platforms including Twitter, Facebook, and Spotify. For example, BMI created the hashtag #BMIPastandPresent on Twitter, where it is sharing corporate statistics and trivia. The company is also encouraging its Facebook followers to share their favorite moments in music history or discuss their songwriting process, and it created a playlist on Spotify that promotes its most-played songs.

Internal communications has played a significant role in the effort, Davi said. Prior to launching the campaign publicly, BMI included employees in focus groups to help develop the brand messaging and educate them on the direction of the campaign.

BMI has also created a logo that includes a red spark “modeled after the spark of creativity,” Davi said. It is also using slogans such as “Write On,” “Powered By,” and “Valuing Music Since 1939,” which represent different aspects of the company's business, she added.  Ad agency Delevante helped to develop the visual and marketing portion of the campaign.

While BMI is handling PR for the campaign internally, it tapped MSLGroup's research unit last fall to test the messaging and creative materials among nearly 800 music industry professionals.

BMI hired Davi last September to lead the corporate communications and marketing department, which includes global PR, branding, social media, and internal communications. Davi said she has been working to more closely integrate the function since joining the company.

“I've found it's more impactful if you first launch with internal communications, empowering employees to represent the brand identity, and then move into broader corporate communications initiatives to educate the community,” she said.

This article was updated on January 25 with more information about the campaign.

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