Shazam reviews PR with focus on global strategy

Shazam Entertainment, the company behind a service that enables the identification of music tracks by mobile handset, is reviewing its PR with a pitch possible within two months.

Marketing director Vijay Solanki said he had already held discussions with three PR agencies, saying the overhaul was part of a business-wide strategy review triggered by plans to boost Shazam’s international presence.

In the UK Shazam currently uses Mantra PR, Dutch and The Outside Organisation.

Mantra has handled corporate and B2B work since before Shazam’s UK launch in August last year, with Dutch appointed around the same time to handle consumer PR. Outside was drafted in this April to handle music-focused PR.

Solanki said Shazam was ‘taking stock’ of its PR, adding that he planned to have devised a new-look, internationally-focused PR strategy within six weeks.

Shazam launched its first continental service, in Germany, via a deal with Vodafone two months ago.

It is now planning to expand into China and ‘potentially’ Japan, the US and other European countries, according to Solanki.

‘International PR may take priority over UK consumer PR,’ said Solanki, adding that it was ‘too early to say’ whether there would be a pitch.

It was revealed earlier this month that Shazam is licensing its service to Chinese firm Soft Park, a tech firm funded by London-based fund IDG Ventures.

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