OneMusic Australia has launched its first campaign for commercial radio campaign with Sydney creative consultancy Abel, and amplified by media agency Atomic 212.
The campaign is a targeted education strategy for small businesses, generating awareness of the legal need for a music license in commercial spaces.
OneMusic Australia is a recent initiative of separate music rights management organisations APRA AMCOS and PPCA. In 2019, they decided to bundle their licenses through this shop-front, covering the rights of the songwriter and recording artist in one transaction.
Anne Blair, OneMusic Marketing Manager, Licensing said, “we’re excited to take our exposure up a notch and reach our customers en masse at they’re on their way to open their shop, their cafe, their gym, whatever…in an entertaining and tongue-in-cheek way.”
“Music is meant to be entertaining and emotional, so the executions are fun, informal and, of course, memorable. The teams at Abel and Atomic 212 totally nailed the brief and the tight timeframe – and radio production by Rumble was a stand-out.” Simon Fowler, Abel Co-Founder and Creative added, “as avid music lovers and a small business ourselves, a lot of passion and first-hand insight went into this campaign.
It was such a great brief we actually ended up making two different executions to test in the market to see what resonates better – the project has been a fantastic way to kick off 2021.”
Atomic 212 designed the campaign to enable matched-market analysis to quantify the uplift generated by the campaign, which will run for eight weeks in Sydney and Newcastle. It will be supported by SEO and a social media campaign targeted towards small business owners.
The results of the test campaign will inform a large campaign planned for next year and 2023.