Music strategy and communications agency FRUKT has launched a new music licensing division, and has announced that Jeremy Paterson, formerly of Sound Performance, will run it. FRUKT say the new division has been created "in response to an increasing demand from existing brand and technology clients for innovative, multi-channel music usage to support creative strategies", and one of the brands to use the service from the outset will be Nokia, who will utilise it for that previously reported music recommenders platform (the one involving David Bowie).
Announcing the new division, FRUKT MD Anthony Ackenhoff told CMU: "Innovative use of music is becoming an increasingly important element of our clients' creative positioning. FRUKT prides itself on being able to create platforms that are both supported by music from a brand perspective and that can also function, when required, as commercially viable services. Our dedicated licensing team is a core part of us offering delivery of marketing-leading music and communication platforms".
Paterson added: "The opportunity to join a highly creative team that not only shares my own values, but one that constantly questions convention makes this a very exciting prospect. I am looking forward to the challenge of building a new business that sources and licenses content for music-based brand experiences and brand-funded services. Working in unison with the new commercial and delivery models of the music industry, we will offer a service that provides creative and economic value to both our clients and rights owners."