By Blog, News

The era of branded music is just beginning as marketers are beginning to see music as an additional pathway of communication and expression of their own brand in order to reach consumers.

Marketing Dive online have created a a great article outlining the dos and don’ts of musical branding campaigns.

Major brands like Oreo and Lay’s have tapped mainstream musicians to craft original songs, but not all the efforts are chart toppers.

For years, analysts have eulogized the jingle, those musical catchphrases that underpinned marketers’ efforts for decades. But while the jingle might be considered dead, the era of branded music is just beginning, as advertisers increasingly tap mainstream artists — not just to pop open a can of Pepsi like Britney Spears — but to craft full-length original songs for their campaigns, such as Migos for Mountain Dew or Kelly Rowland for Dove.

“It’s more critical than ever that brands consider their audio strategies … and music is clearly a key part of that,” Lauren Nagel, Pandora’s VP and executive creative director, told Marketing Dive. “There’s a really natural connection for marketers to start to see music as an additional pathway of communication and expression of their own brand in order to reach consumers.”

Nagel noted a Nielsen survey that found 75% of Americans chose music as their top form of entertainment, surpassing TV (73%). Marketers are listening to that consumer interest, as a slew of recent campaigns have seen them enlist pop stars, R&B singers and rappers to write and perform original songs.

“There is this kind of tendency to build a musical identity and partner with well known artists,” Steve Milton, co-founder of sonic-branding agency Listen, told Marketing Dive. “The challenge that you have is you’re leaning on the brand of that artist, and so to build a brand asset, it’s like you’re going into partnership mode off the bat.”

“I think there can be a symbiotic or reciprocal relationship happening there that actually is not selling out, but adds value to both sides.”
Steve Milton, Listen, co-founder

Click here to read full article by Chris Kelly



By News
Hair Salon

Bruno Brookes, CEO, Immedia, said: Today’s high-end salon experiences should offer an interactive multi-sensory experience, providing quality refreshments, informative appropriate sound, digital access, and professional advice. Investing in high quality brand entertainment channels provides a gateway for hair salons to entertain and engage people, and to also communicate vital information and advice to staff pre and post opening hours. Audio provides a simple way to share information on recent awards, trends, tips and tricks and any news about your salon, as well as special offers and competitions. A vital addition to the salon experience, building brand loyalty with both consumers and staff”

Multichannel OMNI solutions provider Immedia, has been appointed by UK salon group Headmasters on a four-year contract to develop its in-salon audio channels in the UK.

Immedia offers leading brands a simple but highly effective approach across both the physical in-store, and digital mobile device, wearable & smart speaker, to connect and communicate with customers 365 days of the year and 24/7 wherever they are choosing to engage. Leading with the vision of “creating fans of brands”.

Headmasters is looking to improve the impact of the music and conversation channel in its 56 salons across London and the South East, to increase its appeal to Millennials.

Headmasters has developed a reputation for offering a premium quality hairdressing experience with highly qualified stylists and colourists with knowledge of the most up-to-the minute trends. Its salons are located in affluent towns and cities with large numbers of high net worth individuals. In salon ‘Sound of Brand’, forms an important part of the premium experience for customers. Immedia will provide a specifically curated soundscape for each of the Headmasters salons, using its expert knowledge to craft a myriad of sound to its discerning audience.

Listen to Headmasters Live employee communications

Headmasters new live, high quality streaming channel, provides the ability for the business to specifically engage employees outside opening hours with training on new products and styles, together with other initiatives including employee recognition and rewards.

Raju Raymond, CEO at Headmasters, commented: “We strive to be at the forefront of advances whether that is new colouring techniques, products that we offer or the client experience in our salons. Our clients are the key to everything we do. Sound is important and we’re excited to have Immedia on board to help us develop this crucial aspect of the customer experience.”

Paul Atherton, Commercial Director, Immedia, said: “This is the start of a long and developing relationship for Immedia and Headmasters and we are really looking forward to creating a number of new innovations to help further engage with customers and employees across the business.”

“The initial feedback from our joint trial was fantastic. This partnership will deliver high quality audio that is truly on brand and provides proven results.”

The Immedia audio solution also allows for live presenters to be broadcast across the estate in an instant, this is a great way for supplier brands to launch new products, up skill team members and can even be used by management to update employees on positive and important announcements in a way that is much more engaging than traditional text based channels.

Providers of background music


By News
Providers of background music

Paul Atherton will focus on new client development across a number of market verticals including retail, banking, fashion and global consumer brands.

Bruno Brookes, founder and CEO of Immedia comments, “Paul brings a wealth of experience in media, marketing and technology, with commercial roles including Sir Alan Sugar’s Amscreen digital OOH business. We are pleased to welcome Paul to the Immedia team and look forward to working together.”

Paul Atherton said, I am really excited to be joining Bruno and the team at Immedia. I was blown away by the capabilities and breadth of solutions that the Group already offers. The stats on sales uplift, customer interaction and employee benefits as a result of Immedia’s services are fantastic. The business already holds a really impressive client portfolio, and I look forward to helping that list to grow!”

Paul formerly held senior commercial roles at Kings Secure Technology, ADT and Amscreen.

Creative media services


By News

Here is AVC Immedia’s first 2018 showreel, a two minute showcase to highlight a breadth of techniques for our valued clients.

Make sure the sound is ON!


By News


Multichannel instore and digital production company Immedia, is working with JD to create a multi stream music entertainment platform, JD X, available to customers in-store and via its mobile app.

JD X is a 24 hr music and entertainment service, part of a larger programme of added benefits designed to enhance the experience of JD consumers. Including, unlimited next day delivery, priority access to exclusive events, early product launch access and other money can’t buy experiences.

JD X offers a main Live channel featuring DJ’s, guest artists and other interesting and relevant content, plus 20 other bespoke streams with specific playlists to cover genres and trends. The JD X Live channel focuses on the biggest tracks right now with the JD audience. Core artists include Drake, Ramz, Mabel, Stormzy, Anne-Marie, Calvin Harris, J Hus, Dua Lipa, Post Malone and Kendrick Lamar.

The 21 channels focus on genres and activities popular with the JD audience, such as UK Reppin’ – featuring tracks from the stars of the UK Grime and RnB scenes. There are other playlists to listen to when in the gym or out running. JD X also provides content relevant to consumer interests including sport, clubs, gaming, gigs, relaxation, and TV. JD X also features videos, for example the latest content from JD including celeb exclusives and features on new products, all available to view inside the app.

Bruno Brookes, CEO, Immedia, said: “Live entertainment channels offer an incredible way for brands, facing the dual threat of declining advertising response rates and the increase in ad blocking technologies, to establish unique connections with consumers that deliver excellent experience and business results. JD, on top of being one of our leading retailers, is now one of our newest media owners.”

The music and entertainment platform is currently being rolled out in all of UK stores. Immedia provide language specific channels on a global basis and there are plans for JD X to be available in other European countries including in Ireland, France, Belgium, Spain, Portugal, Germany, Italy, Netherlands, Sweden, Denmark and Finland.

JD X was officially launched and celebrated with a VIP party featuring a performance by artist Anne-Marie.

The JD X entertainment platform was delivered by Immedia’s DreamStream X technology, a global platform which enables brands to launch and develop custom music and entertainment channels, amplifying cultural values and other interactive communications.

Immedia’s exclusive high-quality content streaming platform provides brands with the opportunity to take owned media channels and to convert them into entertainment and engagement channels that can deliver increased commercial return.

In branch live radio provider


By News

Nationwide Live! Is a high quality, live, presenter led radio service that enhances the in-branch experience and Nationwide member engagement by offering a range of targeted music and brand appropriate information, as well as amplifying Nationwide’s work in the community.

Richard Newland, Director of Branch Transformation at Nationwide Building Society, commented: “As part of our branch investment programme we looked at introducing radio into our branches. In December 2016 we partnered with Immedia to trial the concept. The feedback we received from our people and members was really positive and we decided to roll it out across our network.

Alongside the team at Immedia, Nationwide Live! has now been installed in over 600 of our branches and we continue to work with them to produce creative and engaging content which is in line with our brand and style.”

Expertly curated restaurant on brand music and marketing communications


By News

Immedia continues its multinational expansion of music and marketing channels to one of the largest restaurant chains in the world, delivering real time content streams around the clock to over 3000 restaurants. In UK, Ireland, Germany, Finland, Sweden and The Netherlands.

We provide award winning music content and delivery of multilingual marketing, promotions and colleague communications to all locations.

As testament to our work, Immedia was awarded ‘European Supplier of the Year’ for its services in 2016.

Mountainous Road


By News

BMW Group UK desire to provide an industry benchmark in retail customer experience and following exceptional responses to trials held in a small number of prestigious showrooms in 2014, Immedia Group plc has been appointed as the official provider of digital music channels for BMW and Mini dealer showrooms across the UK and Ireland.

The music selection for each channel is designed to encapsulate the spirit of both the BMW and Mini brands. Immedia has developed a music strategy with heightened brand symphony, creating a closer demographic alignment between the music and their customers.

Historically, franchisees have been tasked with creating their own music playlists for showrooms, iPods, local radio stations, CDs and in some cases, no music at all. In every case providing the right audio ambience for the retail space has proven to be difficult.

Now, franchisees can order one or both of the official digital music channels relevant to each brand. Each channel is carefully mastered with hundreds of ‘brand tracks’ updated monthly.

“Music and first class sound reproduction can be a huge enhancement to the overall driving experience, and we aim to remind customers of this in the retail environment” – Immedia.

Creative media services to Tomatin


By News


The Tomatin Distillery has been producing the finest Whisky from its home, a quiet corner in the heart of the Highlands, since its beginning as far back as 1897. Since then the distillery has gone from strength to strength currently seeing its range of single malts sold in over 50 export markets across the globe.

Tomatin looked to roll out a subtle rebrand, revolving around the theme of the softer side of the Highlands, alerting to the overall look and feel of the brand. A corporate video was a core asset in the overall rollout strategy and as such the production had to capture wholeheartedly the true essence of who and what Tomatin is, importantly ensuring the passion that goes into creating the drink is underlined throughout.


AVC Immedia got involved in devising a storyboard and providing creative direction with our focus on brining the story of Tomatin to life. From humble begins to a drink enjoyed across the globe we followed this very journey from production to pour. We progressed the story by showing the scale Tomatin has reached from trendy bars in big cities to small enchanting country pubs. As with any branding project the target audience is at the core of every decision we made and for Tomatin this meant communicating with loyal and new customers both locally and internationally whilst also appealing to their mass social following.

To ensure we conveyed this message we produced the video with a heavy sensory emphasis. We activated all the customers senses when they watched the video, we wanted them to almost smell, feel and taste the whisky from the visuals and sounds. This was achieved via various production methods getting closer to the action than any traditional means with our unique fleet of tech.
Complimented by breaks in the audio and subtle sound effect additions we again elevated the viewers experience: the rustle of the grain, the subtle drip of the water from the icicle, the footsteps of the highland cows in the field, the sound of the glass being placed on the bar all came together to heighten the user experience when viewing.



Following the launch of the video it was extremely well received both internally and externally and now takes pride of place being played daily in thier visitor centre. Due to our approach and emphasis on delivery to Tomatin’s specific target audience the project is now being further developed to take sensory marketing a step further. We are developing Tomatin’s very own brand channel by developing and delivering a customer experience focused app with the inclusion of Virtual Reality.

Learn more click here


By News

Superdrug are rolling out across their estate an interactive in-store radio channel to strengthen their customer engagement.

The in-store radio – Superdrug Live will be launched alongside the a free Wi-Fi service and available across their 700-strong store estate by the end of the year. The radio station supplied by Immedia Group PLC will be broadcast live, allowing the retailer to interact with customers while shopping in store, improving their customer experience and helping the retail to engage with their customers on a new level.

Being a Live channel Superdrug will be holding competitions, encourage music requests and read out messages to create further engagement with their customers.

Superdrug Marketing Director Matt Walburn stated: “We know how trend conscious our customers are and Wi-Fi will allow them to go online to gain instant inspiration.


Superdrug recorded up to a 24% increase in sales of products promoted on their channel.

“The new technology will add an extra element of interaction and fun for customers.”

Superdrug Marketing Director