The second wave of Broadcast Music, Inc.’s new corporate positioning campaign, featuring the slogan “Write On,” couldn’t be more on target. “Write On” underscores BMI’s rich heritage and enduring commitment to our songwriters, as we encourage them to continue to do what they do best while we continue to protect and promote the value of their music to businesses that play it publicly. To kick off phase two, renowned rock and roll photographer Danny Clinch captured the image of country legend Willie Nelson, and now, many other music creators who also entrust BMI with their careers, such as John Legend, Tyga and up-and-comers X Ambassadors, have also been spotlighted. As the campaign unfolds, many more BMI songwriters will appear in visuals in Billboard, Music Row, Songwriter and other industry trades.
The campaign rolled out in January 2013 during MIDEM, the international music industry conference held annually in Cannes, France. The initial featured slogans were: “Powered By,” which emphasizes BMI’s commitment to innovation, empowering our songwriters with today’s technology while licensing businesses with an award-winning repertoire of music; and “Valuing Music Since 1939,” underscoring BMI’s legacy of valuing music on behalf of songwriters, composers and publishers so that they can continue to create an ongoing supply of music.
Find out more about the ‘Write On’ ads, see our campaign video, view the ad gallery, and read answers to frequently asked questions about BMI’s Corporate Positioning Campaign here.