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SEE ME 2014 
BUILDING SUCCESSFUL PARTNERSHIPS WITH MUSIC AND BRANDS 
SOFIA, SEPTEMBER 2014
PART 2 
PART 3 
MAKING PARTNERSHIPS WORK 
IN SUMMARY 
PART 1 
WHO WE ARE
1. WHO WE ARE 
A BIT ABOUT US 
• Founded in 2001, we are an 
integrated marketing agency that 
specializes in creating strategic 
partnerships, between brands and 
entertainment 
• HQ in London with offices in New 
York, Los Angeles, Rio and Milan 
• 58 team members in London, and 
32 based overseas
1. WHO WE ARE 
A BIT ABOUT US 
in the music and entertainment business 
brand strategies, experiences, campaigns and content 
with AAA talent, movie studios, celebrity agents, 
in fact the whole entertainment industry 
(we are also writers, film makers, comic collectors, photographers, DJs, architects, screen printers and knitters)
James Male @ SeeMe7
1. WHO WE ARE 
OUR CLIENTS 
We are proud to work with some of the most iconic, brave and inspiring brands in the world.
1. WHO WE ARE 
HOW WE WORK
PART 2 
PART 3 
MAKING PARTNERSHIPS WORK 
IN SUMMARY 
PART 1 
WHO WE ARE
2. MAKING PARTNERSHIPS WORK 
WE BELIEVE IN BRAND PARTNERSHIPS WHERE: 
EVERYONE WINS 
BRANDS: 
IT’S MORE THAN 
JUST AN ARTIST 
PARTNERSHIP 
ARTISTS: 
THINK AND GO 
BEYOND THE 
PAYCHECK 
THE VALUE EXCHANGE
2. MAKING PARTNERSHIPS WORK 
BUT ‘VALUE’ NEEDS TO BE STRATEGICALLY DEFINED… 
EVERYONE WINS 
INCREMENTAL VALUE 
BRANDS ARTISTS 
REACH 
CREDIBILITY 
CONTENT 
REPUTATION 
TRADE & AFFILIATE 
RELATIONSHIPS 
SOCIAL RESPONSIBILITY 
$$$ 
REACH 
CONTENT 
IMAGE / REPUTATION 
$$$
2. MAKING PARTNERSHIPS WORK 
WE BELIEVE THAT SUCCESS LIES IN THE DETAIL…
2. MAKING PARTNERSHIPS WORK 
THIS APPROACH ALSO APPLIES TO ANY MUSIC PARTNER 
WHAT IS WHAT IS YOUR BUSINESS 
OR ARTIST OBJECTIVE? 
WHO IS YOUR TARGET AUDIENCE AND WHICH 
BRANDS PROVIDE A NATURAL FIT? 
WHAT IS YOUR ARTIST OR CONTENT STORY AND 
HOW CAN A BRAND HELP REINFORCE IT? 
HAVE YOU CREATED A CONTENT MANAGEMENT AND 
DELIVERY SYSTEM THAT’S QUICK, NIMBLE AND EFFICIENT? 
HAVE YOU ESTABLISHED A BRAND 
ALIGNED METRICS MODEL?
LET’S SEE 
SOME EXAMPLES
2. MAKING PARTNERSHIPS WORK 
DELIVER EXPERIENCES THAT YOUR FANS WANT 
BE BRAVE 
CONTRIBUTE TO THE CREATIVE FUTURE 
ENHANCE PERSONAL BRAND VALUE 
GET FANS CLOSER TO THE MUSIC
2. MAKING PARTNERSHIPS WORK 
TOPMAN CTRL 
How can we create more exposure from 
our music sponsorships, avoid peaks and 
troughs and run 365 days a year across all 
key channels? 
Stop all music sponsorship and start Topman 
CTRL. We created a single minded 
proposition and multi-channel platform that 
has brought together multiple assets and 
initiatives with an evolving celebrity 
ambassador at the core. 
This integrated and innovative solution 
continues to go from strength to strength 
and has even become a TV Show, with all 
aspects combining to credibly connect the 
brand to their 18-24 year old audience, 365 
days a year.
2. MAKING PARTNERSHIPS WORK 
SPRINT 
Having conceived, built and developed the 
new integrated strategic music platform 
for Sprint – Sound Sessions – how could 
we not only launch the initiative, but also 
demonstrate both the exclusive new HTC 
One’s Harmon Kardon audio technology 
and Sprint’s world-class wireless network? 
Our solution was to get a super-hot artist to do something 
really creative and cover both challenges at once. We 
identified Pharrell Williams and instead of giving him a band, 
we used the phone’s awesome audio capabilities to play the 
backing track: 500 hacked HTC Ones distributed to the 
audience. The phones were also utilised to provide a visual 
backdrop, with colour and effects synchronised to the 
track. 
Held at the legendary NYC music venue Webster Hall, the 
invite-only concert for Sprint competition winners, media 
and VIP guests attracted a star-studded crowd that lived 
long after Pharrell's performance was over.
2. MAKING PARTNERSHIPS WORK 
BANK OF AMERICA 
Bank of America, U2 and the (RED) 
Foundation had begun discussions about a 
major new philanthropic initiative. How 
could FRUKT conceive, negotiate, deliver 
and launch this innovative partnership? 
We negotiated a 12-month partnership with U2, which 
would raise $10m through a series of programmes for the 
fight against AIDS. We redeployed existing media spend 
around the XLVIII Super Bowl, where the partnership was 
announced by giving away the first track of U2’s new album 
for free via iTunes for a 24 hour period. For every 
download, the Bank of America would donate $1. We 
oversaw the creation of a 60 second TV spot, filmed 
alongside the creation of U2’s new video for ‘Invisible’, 
which was broadcast in the XLVIII Super Bowl. 
Within an hour of the commercial airing, the initial total 
target of 1million downloads and $1million donated by 
Bank of America had been reached. The final total proved to 
be over three times that amount.
2. MAKING PARTNERSHIPS WORK – TRENDS IN EDM 
CREATIVE KICKSTARTERS: MENTORING MATTERS 
A SMALL NUMBER OF BRANDS POSITION THEMSELVES AS EDM MUSIC PIONEERS, CHAMPIONING ASPIRING 
ARTISTS AND PROVIDING THEM WITH THE TOOLS TO CREATE, PROMOTE, AND HONE THEIR CREATIVITY. WHETHER 
ITS CHAMPIONING EMERGING ACTS, PROVIDING STUDIO SPACE OR FACILITATING EXPERT MENTORING. 
EXAMPLES 
• RED BULL - RED BULL MUSIC ACADEMY 
• BURN - BURN RESIDENCY 
• SMIRNOFF - MASTER OF THE MIX 
KEY THEMES 
SUPPORTING EMERGING TALENT, MENTORING, 
FINANCIAL / MARKETING ASSISTANCE, EXPOSURE 
EDM FAN BENEFITS 
DISCOVERY / KNOWLEDGE, PART OF GRASSROOTS 
CULTURE, ABILITY TO FULFILL MUSICAL 
ASPIRATIONS
2. MAKING PARTNERSHIPS WORK – TRENDS IN EDM 
CONTENT CATALYSTS: DELIVERING EXCLUSIVES 
BRANDS HAVE ATTEMPTED THE A&R ROUTE OVER THE YEARS WITH LIMITED SUCCESS. HOWEVER, SOME BRANDS 
ARE ACTING AS THE CATALYST FOR EDM MUSICAL FIRSTS – FROM NEW TRACK RELEASES, TO HIGH END MUSIC 
VIDEOS - ACTIVELY FUNDING ACCESS TO EXCITING NEW CONTENT 
EXAMPLES 
• G STAR RAW – ART OF RAW 
• VOLVO – LEAVE THE WORLD BEHIND 
• ABSOLUT – GREYHOUND 
KEY THEMES 
EXCLUSIVITY, LONGEVITY (CONTENT BECOMES 
PART OF MUSIC HISTORY), PRODUCT INTEGRATION 
EDM FAN BENEFITS 
QUALITY CONTENT, EXCLUSIVE ACCESS, FEELING 
VALUED (FAN CENTRIC CONTENT)
2. MAKING PARTNERSHIPS WORK – TRENDS IN EDM 
LIVE REVIVED: NOT YOUR AVERAGE STAGE SHOW 
WITH 81% OF MILLIENNIALS SAYING THEY VALUE EXPERIENCES MORE THAN POSSESSIONS AND 72% CITING A 
PREFERENCE TO PAY FOR EXPERIENCES, DEVELOPING LIVE EVENTS BEYOND THE CONFINES OF THE TRADITIONAL 
STAGE FORMAT PROVIDES EDM AUDIENCES WITH THE EXCLUSIVITY FACTOR THEY INCREASINGLY CRAVE. 
EXAMPLES 
• NOKIA – DEADMAU5 LUMIA LAUNCH 
• RED STRIPE – MAKE SESSIONS 
• RED BULL – REVOLUTIONS IN SOUND 
KEY THEMES 
EXCLUSIVITY, UNIQUE, INNOVATIVE LOCATION/ 
DELIVERY. ‘HAD-TO-BE-THERE’ EXPERIENCE, NON-TRADITIONAL 
PRODUCTION 
EDM FAN BENEFITS 
STATUS VALUE, PART OF UNREPEATABLE EVENT, 
INTIMATE ARTIST ACCESS
2. MAKING PARTNERSHIPS WORK – TRENDS IN EDM 
THE PLUR EFFECT: BUILDING SOCIAL STORIES 
THE CONCEPT OF PLUR (PEACE LOVE UNITY RESPECT) IS CENTRAL TO THE EDM FESTIVAL ATTENDEE AND BRANDS 
ARE INCREASINGLY LOOKING TO TAP INTO THIS KEY ELEMENT, BRINGING FANS INTO CLOSER PROXIMITY WITH 
EACH OTHER IN MOMENTS THAT EVOKE A SENSE OF UNITY, SHARING AND COMMUNITY. 
EXAMPLES 
• SOL REPUBLIC – SOL SHUTTLE 
• MOTOROLA – KANDI SHOP 
• BRUSSELS AIRLINE – TOMORROWLAND FLIGHTS 
KEY THEMES 
SHARED EXPERIENCE, EDM SPECIFIC TRAVEL, EDM 
CULTURE ENHANCEMENT (CLOTHING, KANDI) 
EDM FAN BENEFITS 
PART OF UNIQUE MOMENT, COMMUNITY OF 
LIKEMINDED PEOPLE, OWNERSHIP, PRE-EVENT 
VALUE
PART 2 
PART 3 
MAKING PARTNERSHIPS WORK 
IN SUMMARY 
PART 1 
WHO WE ARE
3. IN SUMMARY 
EVERYONE WINS 
FIND YOUR VALUE SWEET SPOT DELIVER IT AS YOUR FANS WANT IT 
BE BRAVE 
CONTRIBUTE TO THE CREATIVE FUTURE 
ENHANCE PERSONAL BRAND VALUE 
GET FANS CLOSER TO THE MUSIC
PLEASE GET IN TOUCH 
james@wearefrukt.com // @JREMale // @wearefrukt 
www.wearefrukt.com

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James Male @ SeeMe7

  • 1. SEE ME 2014 BUILDING SUCCESSFUL PARTNERSHIPS WITH MUSIC AND BRANDS SOFIA, SEPTEMBER 2014
  • 2. PART 2 PART 3 MAKING PARTNERSHIPS WORK IN SUMMARY PART 1 WHO WE ARE
  • 3. 1. WHO WE ARE A BIT ABOUT US • Founded in 2001, we are an integrated marketing agency that specializes in creating strategic partnerships, between brands and entertainment • HQ in London with offices in New York, Los Angeles, Rio and Milan • 58 team members in London, and 32 based overseas
  • 4. 1. WHO WE ARE A BIT ABOUT US in the music and entertainment business brand strategies, experiences, campaigns and content with AAA talent, movie studios, celebrity agents, in fact the whole entertainment industry (we are also writers, film makers, comic collectors, photographers, DJs, architects, screen printers and knitters)
  • 6. 1. WHO WE ARE OUR CLIENTS We are proud to work with some of the most iconic, brave and inspiring brands in the world.
  • 7. 1. WHO WE ARE HOW WE WORK
  • 8. PART 2 PART 3 MAKING PARTNERSHIPS WORK IN SUMMARY PART 1 WHO WE ARE
  • 9. 2. MAKING PARTNERSHIPS WORK WE BELIEVE IN BRAND PARTNERSHIPS WHERE: EVERYONE WINS BRANDS: IT’S MORE THAN JUST AN ARTIST PARTNERSHIP ARTISTS: THINK AND GO BEYOND THE PAYCHECK THE VALUE EXCHANGE
  • 10. 2. MAKING PARTNERSHIPS WORK BUT ‘VALUE’ NEEDS TO BE STRATEGICALLY DEFINED… EVERYONE WINS INCREMENTAL VALUE BRANDS ARTISTS REACH CREDIBILITY CONTENT REPUTATION TRADE & AFFILIATE RELATIONSHIPS SOCIAL RESPONSIBILITY $$$ REACH CONTENT IMAGE / REPUTATION $$$
  • 11. 2. MAKING PARTNERSHIPS WORK WE BELIEVE THAT SUCCESS LIES IN THE DETAIL…
  • 12. 2. MAKING PARTNERSHIPS WORK THIS APPROACH ALSO APPLIES TO ANY MUSIC PARTNER WHAT IS WHAT IS YOUR BUSINESS OR ARTIST OBJECTIVE? WHO IS YOUR TARGET AUDIENCE AND WHICH BRANDS PROVIDE A NATURAL FIT? WHAT IS YOUR ARTIST OR CONTENT STORY AND HOW CAN A BRAND HELP REINFORCE IT? HAVE YOU CREATED A CONTENT MANAGEMENT AND DELIVERY SYSTEM THAT’S QUICK, NIMBLE AND EFFICIENT? HAVE YOU ESTABLISHED A BRAND ALIGNED METRICS MODEL?
  • 13. LET’S SEE SOME EXAMPLES
  • 14. 2. MAKING PARTNERSHIPS WORK DELIVER EXPERIENCES THAT YOUR FANS WANT BE BRAVE CONTRIBUTE TO THE CREATIVE FUTURE ENHANCE PERSONAL BRAND VALUE GET FANS CLOSER TO THE MUSIC
  • 15. 2. MAKING PARTNERSHIPS WORK TOPMAN CTRL How can we create more exposure from our music sponsorships, avoid peaks and troughs and run 365 days a year across all key channels? Stop all music sponsorship and start Topman CTRL. We created a single minded proposition and multi-channel platform that has brought together multiple assets and initiatives with an evolving celebrity ambassador at the core. This integrated and innovative solution continues to go from strength to strength and has even become a TV Show, with all aspects combining to credibly connect the brand to their 18-24 year old audience, 365 days a year.
  • 16. 2. MAKING PARTNERSHIPS WORK SPRINT Having conceived, built and developed the new integrated strategic music platform for Sprint – Sound Sessions – how could we not only launch the initiative, but also demonstrate both the exclusive new HTC One’s Harmon Kardon audio technology and Sprint’s world-class wireless network? Our solution was to get a super-hot artist to do something really creative and cover both challenges at once. We identified Pharrell Williams and instead of giving him a band, we used the phone’s awesome audio capabilities to play the backing track: 500 hacked HTC Ones distributed to the audience. The phones were also utilised to provide a visual backdrop, with colour and effects synchronised to the track. Held at the legendary NYC music venue Webster Hall, the invite-only concert for Sprint competition winners, media and VIP guests attracted a star-studded crowd that lived long after Pharrell's performance was over.
  • 17. 2. MAKING PARTNERSHIPS WORK BANK OF AMERICA Bank of America, U2 and the (RED) Foundation had begun discussions about a major new philanthropic initiative. How could FRUKT conceive, negotiate, deliver and launch this innovative partnership? We negotiated a 12-month partnership with U2, which would raise $10m through a series of programmes for the fight against AIDS. We redeployed existing media spend around the XLVIII Super Bowl, where the partnership was announced by giving away the first track of U2’s new album for free via iTunes for a 24 hour period. For every download, the Bank of America would donate $1. We oversaw the creation of a 60 second TV spot, filmed alongside the creation of U2’s new video for ‘Invisible’, which was broadcast in the XLVIII Super Bowl. Within an hour of the commercial airing, the initial total target of 1million downloads and $1million donated by Bank of America had been reached. The final total proved to be over three times that amount.
  • 18. 2. MAKING PARTNERSHIPS WORK – TRENDS IN EDM CREATIVE KICKSTARTERS: MENTORING MATTERS A SMALL NUMBER OF BRANDS POSITION THEMSELVES AS EDM MUSIC PIONEERS, CHAMPIONING ASPIRING ARTISTS AND PROVIDING THEM WITH THE TOOLS TO CREATE, PROMOTE, AND HONE THEIR CREATIVITY. WHETHER ITS CHAMPIONING EMERGING ACTS, PROVIDING STUDIO SPACE OR FACILITATING EXPERT MENTORING. EXAMPLES • RED BULL - RED BULL MUSIC ACADEMY • BURN - BURN RESIDENCY • SMIRNOFF - MASTER OF THE MIX KEY THEMES SUPPORTING EMERGING TALENT, MENTORING, FINANCIAL / MARKETING ASSISTANCE, EXPOSURE EDM FAN BENEFITS DISCOVERY / KNOWLEDGE, PART OF GRASSROOTS CULTURE, ABILITY TO FULFILL MUSICAL ASPIRATIONS
  • 19. 2. MAKING PARTNERSHIPS WORK – TRENDS IN EDM CONTENT CATALYSTS: DELIVERING EXCLUSIVES BRANDS HAVE ATTEMPTED THE A&R ROUTE OVER THE YEARS WITH LIMITED SUCCESS. HOWEVER, SOME BRANDS ARE ACTING AS THE CATALYST FOR EDM MUSICAL FIRSTS – FROM NEW TRACK RELEASES, TO HIGH END MUSIC VIDEOS - ACTIVELY FUNDING ACCESS TO EXCITING NEW CONTENT EXAMPLES • G STAR RAW – ART OF RAW • VOLVO – LEAVE THE WORLD BEHIND • ABSOLUT – GREYHOUND KEY THEMES EXCLUSIVITY, LONGEVITY (CONTENT BECOMES PART OF MUSIC HISTORY), PRODUCT INTEGRATION EDM FAN BENEFITS QUALITY CONTENT, EXCLUSIVE ACCESS, FEELING VALUED (FAN CENTRIC CONTENT)
  • 20. 2. MAKING PARTNERSHIPS WORK – TRENDS IN EDM LIVE REVIVED: NOT YOUR AVERAGE STAGE SHOW WITH 81% OF MILLIENNIALS SAYING THEY VALUE EXPERIENCES MORE THAN POSSESSIONS AND 72% CITING A PREFERENCE TO PAY FOR EXPERIENCES, DEVELOPING LIVE EVENTS BEYOND THE CONFINES OF THE TRADITIONAL STAGE FORMAT PROVIDES EDM AUDIENCES WITH THE EXCLUSIVITY FACTOR THEY INCREASINGLY CRAVE. EXAMPLES • NOKIA – DEADMAU5 LUMIA LAUNCH • RED STRIPE – MAKE SESSIONS • RED BULL – REVOLUTIONS IN SOUND KEY THEMES EXCLUSIVITY, UNIQUE, INNOVATIVE LOCATION/ DELIVERY. ‘HAD-TO-BE-THERE’ EXPERIENCE, NON-TRADITIONAL PRODUCTION EDM FAN BENEFITS STATUS VALUE, PART OF UNREPEATABLE EVENT, INTIMATE ARTIST ACCESS
  • 21. 2. MAKING PARTNERSHIPS WORK – TRENDS IN EDM THE PLUR EFFECT: BUILDING SOCIAL STORIES THE CONCEPT OF PLUR (PEACE LOVE UNITY RESPECT) IS CENTRAL TO THE EDM FESTIVAL ATTENDEE AND BRANDS ARE INCREASINGLY LOOKING TO TAP INTO THIS KEY ELEMENT, BRINGING FANS INTO CLOSER PROXIMITY WITH EACH OTHER IN MOMENTS THAT EVOKE A SENSE OF UNITY, SHARING AND COMMUNITY. EXAMPLES • SOL REPUBLIC – SOL SHUTTLE • MOTOROLA – KANDI SHOP • BRUSSELS AIRLINE – TOMORROWLAND FLIGHTS KEY THEMES SHARED EXPERIENCE, EDM SPECIFIC TRAVEL, EDM CULTURE ENHANCEMENT (CLOTHING, KANDI) EDM FAN BENEFITS PART OF UNIQUE MOMENT, COMMUNITY OF LIKEMINDED PEOPLE, OWNERSHIP, PRE-EVENT VALUE
  • 22. PART 2 PART 3 MAKING PARTNERSHIPS WORK IN SUMMARY PART 1 WHO WE ARE
  • 23. 3. IN SUMMARY EVERYONE WINS FIND YOUR VALUE SWEET SPOT DELIVER IT AS YOUR FANS WANT IT BE BRAVE CONTRIBUTE TO THE CREATIVE FUTURE ENHANCE PERSONAL BRAND VALUE GET FANS CLOSER TO THE MUSIC
  • 24. PLEASE GET IN TOUCH james@wearefrukt.com // @JREMale // @wearefrukt www.wearefrukt.com