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BizReport : Research archives : July 23, 2009

Online music marketing attracts British online budgets

British brands invested millions in online music marketing in 2008, according to recently released research from music marketing agency Frukt and UK royalty collection society PRS for Music.

by Helen Leggatt

Across all online platforms, including social media, streaming audio/video and branded online music content, British brands invested a healthy $7.5 million in music marketing last year. That increase of 17.9% was in stark contrast to the decline of 0.62% experienced by music marketing across all channels ($146 million).

But why the increased interest in online? "As brands move from the old approach of badging and towards developing content, music offers the opportunity to create truly engaging platforms," explained Jack Horner, creative director at FRUKT. "These investments in music are becoming a valuable revenue stream for the music industry, hence the openness with which all parties now approach collaborations and the increase in deals."

The PRS for Music report, written by their chief economist Will Page, can be viewed in its entirety online (.pdf).

Tags: branded, British, budget, content, Frukt, music industry, platforms, PRS for Music, streaming, UK

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