LGBT Market - Sony Music

Sony Music

Over several years we launched a series of gay-themed compilation music CDs.

Our work involved media liaison (with gay and mainstream media), we developed advertising strategy and Media Plans, contacted key gay opinion-leaders and 'VIPs', arranged key photographers to maximise media coverage, assisted with product development strategies (including track selections), follow-through after launch to maximise outcomes, and ongoing strategy for Sony on how best to work in this market.

With our first project for this company the CD we launched for them ("Party Anthems") went to the top of the music chart where it retained the number 1 position for 6 weeks.

Following the success of our first work for Sony in 1995 we were retained by the company to develop new products and assist generally with their gay marketing strategy.

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