Task: To craft a strategy that helps Universal Music International realise the value of one its most recognisable assets – Motown.
Solutions: Create 360 platforms – TV formats, social media platforms, events – that provide context to tell stories that bring the Motown brand to life.
The aim being to inspire audiences – particularly younger audiences – to engage with the brand in new ways, opening up commercial opportunities in music sales, brand partnerships and contemporary merchandise sales.
All initiatives crafted for local markets to version to suit their own needs.
The first event launched with the Classic Motown photographic exhibition – exploiting previously unseen images from its EMI Archive – at the Proud Gallery in London where Motown legend Martha Reeves performed with contemporary artist, John Newman.
Watch this launch event video for a glimpse of the night.
Motown inspired TV shows, exhibitions, and social media channels are all in development.