Repositioning an entertainment icon and celebrating an undeniable truth that Music Moves Our World.

Approach

Since 1939, BMI had been ensuring that performance rights royalties are paid to the musical artists they represent. Now with 800,000 songwriters and some of the biggest names in the business, Concept Farm helped to repositioned the brand with a much more dynamic stance as a champion of the creator and amplifier of their music, celebrated through an integrated out-of-home, digital and social campaign.

Results

• • Target audience 259% more likely to think better of BMI following campaign (Nielsen)
  • Breaking social media industry norms and doubling average programmatic click-through rates
  • Dynamic repositioning in a digital music future