Step Number 5 - Work with trusted music partners

There are very few rate cards in the music business, which means that working with trusted music partners will bring greater efficiencies to an otherwise lengthy and complicated process. Brands use music in a variety of ways and across a variety of channels, so first take a look at where you are buying music at scale, because it is here that you will find the greatest number of ‘pain points’.

“In reality, it’s music supervision is filled with an endless series of creative crises..Music supervisors are often expected to work fast and pull miracles creatively and financially to complete the project.” - Robin Kaye, Music Supervisor, American Idol

Step Number 4 -Ensure you acquire the rights you need

Time and again brands find themselves in sticky situations with rights owners, often over additional usage and re-licensing costs. The key to avoiding last-minute negotiations is to build a plan from the beginning, allowing your brand to have greater control over the music it commissions and licenses.

“The advantage we have, is we own the life cycle from beginning to end. It puts us at an advantage from creation, production and distribution.” -  Werner Brell, President – Red Bull Media House North America Inc.

Step Number 3 - Build a brand-owned, rights-free music library 

Music is a hugely subjective topic, so it is no wonder decision-making around the ‘perfect track’ can often be time-consuming. A first step towards simplifying the process (whilst simultaneously strengthening your brand positioning), is to build a brand-owned, rights-free music library. If you are looking to build efficiencies into the music process, then long-term planning is a must.

“…there’s no debate anymore. People love having clarity” - Marni Allen, Senior Global Franchise Director – J&J

Step Number 2 - Develop a time-efficient music buying system

Music buying can be complicated and convoluted. However, it is possible to reduce the amount of time associated with music procurement by developing a centralised system. A centralised music management system will contain materials such as template paperwork and guidelines, leading to a simplified process all round.

“…we are starting to centralize the procurement of music, streamlining the process….If you don’t look at music right from the inception, what happens in the backend is much, much more difficult to handle.” -  Joe Belliotti, Head of Global Music -The Coca-Cola Company

Step Number 1 - Develop a long-term music strategy.

Music is a notorious time waster. In order to avoid bottle necks and unnecessary complexity, it is important to build a foundation for music to sit at the heart of your brand’s purpose. A music strategy will allow everyone in the business to express how your brand should sound, resulting in a more straight-forward and clear process.

“We also often talk about the craft of music in the same way that we might cut and sew a trench coat – somebody has made that instrument and now somebody is actually using that instrument to play something.” - Christopher Bailey, Chief Creative Officer and President – Burberry