Sony Music and Exposure launch SBX

Sony Music is evolving – at least slightly – from a traditional music company to a more service-focused business, with news of its new deal with the communicators at Exposure to launch SBX, a new pan-European creative agency.

SBX will develop entertainment based communication platforms and provide a “richer consumer experience for brands”, the company said. It will offer the full range of marketing services, including things like product placement, syncs for TV adverts, digital content and web 2.0 marketing tools, artist concerts and live events as well as music-oriented ad funded programming.

Richard Story, COO Sony Music Continental Europe, said of the launch: “SBX is a key pillar of our new business strategy. It delivers on our mission to transform Sony Music from a record label into a global music entertainment partner for our artists and brand clients.

Marcel Engh, MD of SBX adds: “The benefit of the two teams’ experience will allow SBX to create engaging and sustainable communications for its clients, developing valuable content and delivering truly integrated campaigns at a local and international level.”

Raoul Shah, CEO Exposure, comments: “The opportunity to create a specific business dedicated to brand entertainment in association with one of the world’s most famous music entertainment companies is a privilege and an exciting prospect. Both companies can benefit from leveraging each other’s expertise, networks and client portfolios.”

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