Music And Strategy: Inside A Music Service Agency With a 360 Spin on Branding : SonicScoop – Creative, Technical & Business Connections For NYC’s Music & Sound Community | Integrated Brand Communications | Scoop.it

Sometimes strange bedfellows are actually a perfect match.


MAS puts together every aspect of music and branding.

For example, a set of words that pair up surprisingly well together are “Music And Strategy“. It’s the plain-spoken name of a highly flexible music service agency, and now that you’ve been introduced – you’ve got a good idea of what they do.

 

Operating out of Los Angeles and New York City, Music And Strategy (MAS) is all about sound and branding, reinforcing their clients’ message through music by any means necessary. The roots lay in the diverse background of their accomplished founders, whose strengths have been cultivated in music supervision/licensing/branding for advertising, film, TV, and publishing.

 

It’s a dream team that includes James Alvich (Draft FCB, BBDO), Jim Black (Black Swan, The Wrestler, Kissing Jessica Stein), and Gabe Hilfer (BMG, “Entourage”). With MAS, their portfolio includes Vidal Sassoon, Aerie, Yoplait, Advil, Smirnoff Ice, Aetna and many more. Get it? The A-list brands have caught on.

 

If you’re wondering how the art of, well, music and strategy goes beyond simply licensing a killer track, you’ve come to the right interview. Below, Alvich and Hilfer explain just how far things have come – and where they’re going next – in the music business’ fastest-moving sector.