sbx

Brief

Develop music strategy for MINI 50th anniversary

Music program for MINI United festival

Response

Festival headliner is Paul Weller

Other artists: Calvin Harris, Twisted Wheel and Raygun

Paul Weller & Twisted Wheel produced anniversary song

Results

Identified perfect artist fit (Paul Weller > non-Sony artist)

Delivered all rights for campaign activation

Amplification across Sony (e.g. Sony Ericsson)

Kick-off for launch of long term music strategy