ERIC NICOLI - chairman, R&R Music (former chief executive, EMI Group)
- Tell us what you do.
'm the chairman of R&R Music, which has established a marketplace in which those who create music and those who use it can be brought together to do business. This includes the facilitation of partnerships between brands and the creators of music, as well as the provision of music and video content for commercial use.
- How has business changed in recent years?
More people are consuming more music in more ways and more places than ever. Historically, the music industry hasn't focused on consumers and brands, and marketers have not seen artists as brands. But in the past five years, as sales of recorded music have fallen sharply, music companies have aspired to commercial relationships with brand owners and agencies in pursuit of new revenue streams.
- What's the most exciting development on the horizon?
Unleashing the talent and collective power of the massive unsigned artist community across the world. The number of artists or songwriters that get signed to a music company is a tiny proportion of the total talent pool. Many talented artists have not broken through, for any number of reasons. Sites such as the social community R&R World give all artists the opportunity to expose their work to a global audience and the prospect of gaining some economic benefit.
- What do you do that's different to anyone else?
Little in business is truly unique, but R&R World has leading-edge functionality. Our subsidiary The Brokerage has a proprietary approach to brand/artist relationships and our joint ventures with signed artists give them strong economic incentives and considerable creative freedom.
- What message do you have for your competitors?
Technology has lowered the barriers to entry dramatically for many imaginative new-business models, while the emergence of the internet and the fragmentation of traditional media audiences has forced brand owners to look for new ways to motivate customers. It's not my place to give advice to competitors but, in this fast-changing world, "adapt or die" is perhaps a useful thought to hold on to.
- To what extent do advertisers and agencies "get" the benefits of what you're offering?
When presented with our approach, advertisers grasp immediately the benefits that can accrue from a well-considered partnership with either an established or an emerging artist. Our proprietary method of analysis provides the best possible fit and the strong prospect of a profitable relationship.
- What would you change about your job?
Nothing. I'm fortunate to work with talented, passionate and committed people that I like and trust to build a dynamic new business from scratch. We've had a tremendously exciting start and far exceeded our expectations in establishing R&R Music, incorporating R&R World and The Brokerage.
- What tune is most likely to get you up on the dancefloor?
Bounce by VICE, signed to R&R Music, of course! Find it at www.randrworld.com. The track is scheduled for commercial release soon.
MARC ROBINSON - director of film, TV and advertising, Universal Music
- Tell us what you do.
A lot! We seek creative and commercial opportunities for artists and songs across all the labels within Universal Music in film, TV, computer games and advertising. From licensing tracks, to getting artists to record exclusively for projects, to releasing soundtracks and tie-ins from ads, to even getting artists to appear in an ad or a film. We aim to offer an outstanding creative services centre for agencies, film companies and artists alike.
- How has business changed in recent years?
Artists are more open than ever before to working creatively across different platforms and that makes it so much more exciting and with bigger scope than just licensing a song to an ad. (Though don't get me wrong, we like that too!) Being able to work across multiplatforms, different forms of content and digital means that artists have more imaginative ways of engaging people with their music.
- What's the most exciting development on the horizon?
We have a fantastic opportunity to work across a whole range of creative services - from film, synch, TV, audio and digital. With Globe Productions here in full swing and our relationship with film, as well as complementing someone else's creative work with a piece of music, we can now actually produce content and work alongside agencies to deliver the same effect. What is exciting is that it feels that anything is possible.
- What do you do that's different to anyone else?
I think, in general, Universal's approach to the changing media and music landscape. This allows us to not only deliver to music briefs, but also take creative risks, which, hopefully, will ultimately become landmark cultural moments.
- What message do you have for your competitors?
We don't spend time thinking about them, we just get on with what we do ... We just want to be the best.
- To what extent do advertisers and agencies "get" the benefits of what you're offering?
Apart from free Take That tickets, they are beginning to see that we offer far more than synch. We've always had a good, creative relationship with agencies, but now we offer a full "creative services" solution across advertising, content and brands. It's a one-stop shop that allows us to bring a real range of thinking to creative projects.
- What would you change about your job?
Nothing - I'm lucky to have one! (Or so they tell me.)
- What tune is most likely to get you up on the dancefloor?
Unfortunately, anything - especially if it's at a wedding. There is something about weddings; they have a rare ability to make every song sound like the best you've ever heard and an instant classic. Or is that just me? Or just the drink?