The UK division of Warner's Atlantic Records has announced an alliance with advertising agency Saatchi & Saatchi. The two companies plan to work together to create music related entertainment and branded properties. The alliance will be driven by the ad agency's London based brand entertainment and content division, GUM@Saatchi.
Announcing the alliance, Saatchi UK boss Lee Daley explained what it's all about. Kind of. "Our alliance will focus on music, internet and mobile content development with a clear focus on convergence and cross platform opportunities offered up by modern technology and content sociology. Interactivity has come into its own with the advent and explosion of user generated content and the multiple ways for consumers to engage in and co-author unique content and build communities. We will focus on creating participative opportunities that are engaging, creative, fun and driven by big ideas. We have found incredible synergy and a common set of goals with Atlantic and the relationship will allow us to spread our wings creatively and give clients unique opportunities to engage with the web and mobile generation through participation in cool content ideas that have global scope".
A bag of mini-eggs to anyone who knows what the hell "content sociology" is.
Max Lousada, MD of Atlantic Records UK, added: "Atlantic's alliance with Saatchi is one of the many steps we are taking that will continue the dynamic transformation of our business. This relationship brings together two great creative companies to make unique and exciting content with international potential that will bring Saatchi's clients and Atlantic's artists a host of new opportunities. The complementary skills that Atlantic and Saatchi bring to the table have created a real momentum and energy that feels fresh and exciting, and the partnership has already resulted in the evolution of some fantastic concepts that we are currently developing to launch".
Which is all very exciting, especially for fans of content sociology like myself.