The Aurotone Network, a new global initiative that aims to revolutionize the way that music is sourced for advertisements, film and computer games, has launched in the United Kingdom.
The organization comprises of over 40 music experts and industry execs spanning thirty cities and twenty countries that advise on music trends in their individual markets, as well as research music for specific local-territory or global projects.
Aurotone works by asking its global network of advisors to pitch music syncs and report on market trends, on behalf of its clients. Network members are also asked to provide feedback on how proposed advertising campaigns and in-house compositions will play in specific territories and cultures, with their reports fed back to clients via staff at Aurotone's London head quarters.
Aurotone was established in 2009 as a music production company, specializing in composing and sourcing music for advertising, television and film. It has previously worked on campaigns for General Motors, Samsung, Guinness, Google Creative Labs, Rimmel and the ABC, NBC and CBS TV networks. The company says that its international members will "receive substantial finder's fees if their suggestions are used."
Included among the network are representatives from U.S. lifestyle blog Trendland, Brazilian artist agency 3plus, Sydney, Australia-based artist management agency Archery Club and writers for U.K.-based publications The Guardian and Pop Justice. Maxim Yarmov, director of Moscow, Russia-based Parallel Booking artist agency, Matteo Esse, A&R Director at Milan, Italy-based Ego Music Italy and Tom Keil, a Berlin, Germany-based DJ and recording artist are also included among the network members.
"There's a real opportunity to do things very different right throughout the business now compared to ten years ago," Aurotone creative director Pete Martin tells Billboard.biz. "It's the same in the record industry as it is for us, in that you don't need to have unwieldy bank of employees. What we're trying to do is work with people all over the world who have got a completely entrepreneurial spirit and that means you are able to make opportunities in ways that you wouldn't have previously thought."
A project that has successfully utilized the Aurotone Network is a global TV advertising campaign for the Sunsilk haircare brand. Due to be broadcast in numerous territories, including Scandinavia, Eastern Europe, Asia and the United States, the 30-second promo features upbeat dance tune "Rise" by London-based act Third Party, signed to U.K. independent Heat Recordings. Landing the sync, which has led to major label interest in Third Party, according to Aurotone, was a direct result of the company being able to consult its international spread of expert advisors, says Martin.
"With something like that, the client had given us an idea of what they wanted so we gave a brief to the network, bearing in mind that it was going to be shown in an initially eclectic group of countries," he says. Having received a global mix of tracks, Aurotone delivered a shortlist to its client, JWT London, who came back to them with their favourite choices, which were then fed back out to the network to gauge reaction. Aurotone and JWT subsequently selected the best received song, which features on the final advertisements.
"It worked really well," says Martin. "Often a client takes on a track and then they conduct their own market research. That's a really clunky process that can take ages and then it can still go back to the drawing board. We cut all that out.
"A big part of what we do has always been to act a kind of a filtration system from the huge amount of music that is out there and to distil that into something that is understandable and useful for our clients," continues Martin. "A common complaint of agencies is that al lot of the [sync proposals] they receive are the same and they're not necessarily serving the brief. What we try and do is completely try and get away from that existing system and come up with a completely fresh selection of tracks each time from all over the world."