In 1939, BMI created a groundbreaking open-door policy becoming the only performing rights organization to welcome and represent the creators of blues, jazz, country, and American roots music. Today, the musical compositions in BMI’s repertoire, from chart toppers to perennial favorites span all genres of music and are consistently among the most- performed hits of the year.
The organization recently launched a new corporate positioning campaign focused on its leadership, heritage and innovation within the music industry. The new campaign will be featured in print and online publications and launch from MIDEM, the annual international music industry conference in Cannes, France. Ads in the campaign include photos by legendary rock and roll photographer Danny Clinch. BMI used Delevante, a full-service creative agency that specializes in all disciplines of advertising and design, for the new campaign.
The goal of the new positioning campaign is to raise awareness of BMI’s corporate identity and capabilities within the evolving music and entertainment business and to reflect its enduring commitment to music creators throughout generations. The creative elements of the campaign feature a refreshed logo and slogans; Write On, Powered By, and Valuing Music Since 1939; underscoring the Company’s values and contributions to the entertainment industry. The new visual identity will be used for marketing purposes and will be phased in communication initiatives. It does not replace the current corporate BMI logo.
Del Bryant, President and Chief Executive Officer of BMI commented, “For decades, we’ve been devoted to building the value of music on behalf of our songwriters, composers and music publishers while nurturing and maintaining relationships with licensees. While celebrating our heritage as a leading performing rights organization, this new campaign underscores our mission and commitment to valuing music and managing the rights associated with it now and in the future – wherever music is played. Our focus on innovation and lasting relationships with our affiliates and licensees has helped identify and cultivate so many talented writers and composers. I am excited about the future of the industry and continuing our leadership mission.”
Richard Conlon, Senior Vice President of BMI commented, “This is a pivotal time in the rapidly evolving music sector and a good occasion to tell the BMI story as we approach our 75th year of operation. Our new campaign highlights BMI’s powerful brand equity as a trusted rights broker and as an advocate and forward-thinking organization known for valuing music. Today more than ever we are pleased to continue our work managing the creative economy across all genres of music and across sectors in the digital landscape and beyond.”
BMI’s campaign logo includes a symbol that resembles a red spark. The spark image seems to stretch on a little too long for comfort, especially towards the right side. The logo represents the spark of creativity, a play on the original logo of the 40’s, which used an asterisk to indicate a spotlight on the writer. The goal is to create an association between the spark and BMI’s corporate identity.
Del Bryant, President and CEO of BMI talking about the Rebrand in BMI’s 2013 Corporate Positioning Campaign