From China to India and throughout Asia, millennial music fans are coming out of the woodwork. Home to nearly 60% of the global millennial population, this digitally empowered and socially connected audience constantly searches for new experiences and unique performances that are driving growth in the music industry – and transforming how global brands connect. The magnitude of this opportunity and challenge is not lost on marketers, who in turn are evolving the way they use music to engage with new and loyal customers.
At Vans, music is seen as a platform for creative expression and how they convey the essence of their brand in new and emerging markets. To accelerate growth in Asia and build connections with youth culture, Vans selected PlayNetwork to create a branded music and licensing strategy which included:
- Creative Strategy: To ensure global consistency and local relevance, PlayNetwork collaborated with Vans to develop a creative strategy for music and align the essence of their brand with cultural preferences and evolving interests.
- Global Content Licensing: PlayNetwork’s Global Licensing team created a direct license model for the music library with pre-cleared performance rights in Hong Kong, China, Korea, Malaysia and Singapore and advised Vans on license and rights management for future expansion across the region.
- Music Curation: PlayNetwork’s Music Supervisors hand-selected music from Vans’ pre-cleared music library to engage new and loyal customers in the Vans brand experience, and immerse youths in a story they can be part of.
In PlayNetwork, Vans found a trusted partner and single organization to oversee all aspects of global music program and associated licensing delivered as part of the brand’s in-store experience and vision for growth.