3 August 2015
Songstruct is one of the newest sponsors of the Loeries 2015 in Durban. This exciting new music licensing platform is the result of a collaboration between Labstore South Africa and its new client, Universal Music Publishing South Africa.
Labstore is working closely with Ryan Hill, Universal Music Publishing’s Managing Director, to develop innovative new ways to license songs for branded content. Songstruct is a way to connect with the creative industry, focusing on original sounds from urban Africa. The aim of the project is to achieve “sync” – the industry term for music licensing.
“The path to purchase for music licensing is different from products and services purchased in store, but the same broad principles apply,” says Sarah Britten, Strategic Director of Labstore South Africa. “Our strategy looks beyond awareness of the offer by creative agencies, to behaviour change in the way music is selected for ads and other forms of branded content. So much attention is paid to art direction and copy, but the same isn’t always true for a key ingredient that connects emotionally with audiences: music.”
The very first Songstruct project was released on YFM on July 16 – and appropriately enough, it the first commercial song to be specially produced for the Loeries. Titled “No!” in line with the Loeries campaign, it features some of the biggest talents in South Africa and beyond, including AKA, Nigerian dancehall star Burna Boy, DJ Clock and TiMO ODV. Other big names offered by Songstruct include ProVerb, Donald, Shortstraw, Monark and Gangs of Ballet.
“We’re very excited about the project,” says Ryan Hill. “This is a first for Universal Music Publishing and we’re working closely with Labstore South Africa on building relationships with an incredibly discerning market.”