Sydney music supervision company Music Mill has announced the launch of a new service for advertising agencies which will make it easier and more efficient for agencies to find and licence library music tracks – also known as “production music”.
Music Mill MD Bruce Tweedie said: “There are plenty of Library Music companies out there, and for some agencies they provide an adequate service, but we did a survey of our client base and some of them reported significant pain points associated with using those services.”
Tweedie reported that there are three issues that arise when agencies use traditional methods. Firstly, if you only deal with one supplier you can end up with a relatively narrow range of music options. On the other hand, it can also be quite challenging to seek tracks from multiple suppliers.
Secondly, it is detailed and tedious work to check all the prices and rate cards, and deal with the paperwork.
Finally, and most importantly, agency people have to wade through a lot of music to find a track that fits the creative brief, soaking up valuable time. Having identified a gap in the market, Music Mill drew upon their twenty years of experience in finding and licensing songs to design a new product called “Curated Library Music”.
They realised that there is an unmet need for a premium service for agencies who are time poor but still want to deliver high quality outcomes for their clients, even when they are working with library music budgets.
Tweedie said: “We have adapted the processes that we refined over many years working on searches for big songs – creating a panel of the best suppliers, sending them a brief, collating all their suggestions, listening to the songs, creating a short list of suitable songs, checking the costs against the usage, taking care of the paperwork.
Our clients have always loved our emphasis on speed, accuracy and delivering high quality songs, so we thought the same approach would work for the low budget library end of the market. We have built an outsourced best-of-breed service where all the agency has to do is write a short brief, listen to the pick of the crop, select a track and pay one invoice.”
Ogilvy senior agency producer Amanda Bennie Sydney said: “We’re delighted with this new service from Music Mill. Finding library music can be a huge hassle at times, especially when we are in a hurry. We recently needed an urgent production music track for a KFC job, and Music Mill turned it around in a couple of days with a minimum of fuss. We were very happy with the process and the outcome.”
