Corporate Positioning Brand Campaign
BMI 2013 Corporate Positioning Campaign Video
Frequently Asked Questions (FAQs)
Q: Why did BMI decide to launch a new brand campaign?
BMI decided to launch a new corporate positioning brand campaign to reinforce its industry leadership and commitment to its songwriters, composers, publishers and licensees and to underscore its unwavering dedication to innovate and add value to the evolving music industry.
Q: When was the last time the Company updated its branding?
Like many successful brands, BMI has rolled out various visual identities and logos over the years to reflect its growth and underscore its contributions to the market.
There have been approximately 7 official BMI logos and additional campaign based logos since the Company’s inception. Following on this tradition, the new visual identity will be used for marketing purposes and will be phased into various communication initiatives.
Q: How was the new corporate positioning brand campaign kicked-off?
The new positioning brand campaign will kick-off on Jan. 19th. Our first ad placement will be in the historic January 2013 relaunch issue of Billboard in which they will introduce their new magazine design. BMI will be on the back cover of the magazine. We previewed the campaign with our Nashville airport advertising in preparation for the BMI Country Dinner and the CMA’s last October.
Q: What does the new logo represent? What is the star-like symbol? Why is the spark red?
The logo includes a graphic representation of the spark of creativity that has fueled the activities of Broadcast Music Inc. for nearly 75 years. The spark represents the creative energy we serve and the inspiration that drives BMI affiliated creators of music.
The spark re-introduces an element within our first visual identity in our 1940 (music stand) logo, which included an asterisk / spark graphic to represent a spotlight on a stage. In the new logo, we shine the light of creativity out into the world.
Red is a color closely associated with power and vibrancy, which are attributes closely tied to BMI affiliates. There is also an association to immediacy that goes with the color red and our goal is to continue to empower and represent the value of music during this time of evolution in the industry.
Q: Is the new logo meant to change the image of BMI?
The goal is to enhance our image as a player in the new world order of music rights management. The new BMI campaign logo and visual identity for the enterprise connotes a reenergized organization committed to innovation, and partnership with the industries we serve. BMI’s new campaign logo features a spark of innovation to symbolize a core aspect of our corporate DNA: service to creativity. The new campaign is not meant to change our image per se but simply enhance it and raise awareness of the organization’s current and future strengths and capabilities during a time of change for our industry.
Q: Who is Danny Clinch and why did BMI decide to use his photos for the campaign? Is BMI only using his artwork?
Danny Clinch is one of the premiere photographers of the popular music scene. He has photographed a wide range of artists, from Willie Nelson to Kanye West, from Moby to My Morning Jacket. His work has appeared in publications such as Vanity Fair, Spin, Rolling Stone, GQ, Esquire, The New Yorker, and The New York Times Magazine, and his photographs have appeared on hundreds of album covers. He is also a Grammy nominated music video director and has directed music videos for Willie Nelson, John Legend, and Foo Fighters among others.
We launched our new corporate positioning brand campaign ad with a Danny Clinch image, given his relevance and association within the music industry. BMI is pleased to be working with such a renowned photographer and hopes to have a long-term relationship with Danny Clinch www.dannyclinch.com. We do not however, have an exclusive agreement.