Kreation Music Rights (hereinafter 'KMR'), a global music publisher, has signed a memorandum of understanding with advertising production company Compound Collective. Through this collaboration, the two companies aim to enhance brand identity by actively producing customized advertising music, introducing new solutions that go beyond the limitations of existing commercial sound sources and library music.
Although existing library music is easy to utilize, the repetitive use of the same sound source can weaken brand differentiation. On the other hand, copyright sound sources are limited by expense and usage duration, making them difficult to utilize unless one is a large brand.
KMR and Compound Collective will position the production of customized advertising music tailored to each brand as a core strategy to overcome these limitations. They plan to create original sounds that capture the brand's emotion and vision, redefining the value of advertising music that consumers "hear and experience."
Compound Collective has built differentiated advertising campaigns through collaborations with global brands such as Porsche, Sulwhasoo, Adidas, and LG U+. With this partnership, KMR's network of over 200 top-tier composers and Compound Collective's innovative creative strategies are expected to create a new turning point in the production of brand-customized sound.
Advertising music is a key element that defines a brand's identity, and in consumer experiences, sound acts as a crucial factor that strengthens brand recognition and emotional consolidation. This partnership is expected to establish a standard for producing customized sounds that embody brand identity, going beyond simple background music.
KMR and Compound Collective plan to lead new innovations that will make advertising music remembered as the brand's "sound."
[Photo] KMR, Compound Collective
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