It is an interactive platform for advertisers to find out more about the origins, catalogues and influences behind the artists and producers creating the music.
Nick Bennett, Audio Network's Head of Advertising for Europe, thinks this approach is long overdue. "Context and storytelling have always been an integral part of the agency pitch, which traditionally production music has overlooked. After six years of being involved in the advertising industry, we have now developed a roster that we want to showcase on a commercial level."
He sees this as the ideal platform for the company to fulfil its goal as trusted music advisors. "We view the artists/composers very much as part of our business rather than as suppliers and want to ensure the creative vision is shared between everyone. Similarly, it is just as important that the agencies and brands that we are working with understand the background and stories behind our music and the journey we went on to make it. We see this as 'music liberated'."
Behind each option is information on the artist, together with back catalogue of audio files, videos and recent work. Users are able to create a personalised selection of artist, based on their brief.
"From an industry perspective, we're looking to work more creatively with agencies on their work, from consulting on an existing track through to delivering an original composition."
The platform is due to be officially launched in 2016, but the reaction to the soft launch this summer has been positive.
"Agencies see this as the answer to an essential need and everyone has been excited by the demo. We already have a number of jobs in progress where Workshop has been integral in the development of the project," concludes Bennett.
For more information, go to http://workshop.audionetwork.com.
