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BMI Launches New Campaign to Reflect Industry Leadership, Innovation and Heritage

Posted in News on January 17, 2013

BMI launched a new corporate positioning brand campaign today to raise awareness of BMI’s corporate identity and capabilities within the evolving music and entertainment business and to reflect its enduring commitment to music creators throughout generations. The creative elements of the campaign feature a refreshed logo and slogans; Write On, Powered By, and Valuing Music Since 1939.

Write On is geared toward our songwriters, composers, and publishers as a validation of their craft. The slogan is meant as an encouragement to continue their creative process as we continue to protect their performing right. Powered By is meant to represent our ability to power music establishments, restaurants, live concerts, fitness clubs and other music users with the most popular music in all genres. It also speaks to our enduring commitment to innovation, bringing our affiliates and customers cutting-edge technologies to manage their music and their music use. Valuing Music Since 1939 signifies the longevity of our core mission to continue to promote the value of music and the creative ecosystem. All three slogans underscore the Company’s values and contributions to the entertainment industry.

The new campaign logo includes a symbol that resembles a red spark. The logo represents the spark of creativity, a play on the original logo of the 40’s, which used an asterisk to indicate a spotlight on the writer. The goal is to create an association between the spark and BMI’s corporate identity. The new visual identity will be used for marketing purposes and will be phased in communication initiatives. It does not replace the current corporate BMI logo.

Del Bryant, President and Chief Executive Officer of BMI commented, “For decades, we’ve been devoted to building the value of music on behalf of our songwriters, composers and music publishers while nurturing and maintaining relationships with licensees. While celebrating our heritage as a leading performing rights organization, this new campaign underscores our mission and commitment to valuing music and managing the rights associated with it now and in the future – wherever music is played. Our focus on innovation and lasting relationships with our affiliates and licensees has helped identify and cultivate so many talented writers and composers. I am excited about the future of the industry and continuing our leadership mission.”

Ads in the campaign include photos by legendary rock and roll photographer Danny Clinch and can be viewed here.

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