Mother and Father are confused. How does a marketer who specialises in innovating the supermarket shelves, get into the music industry? Let alone start up an independent music label? In Daylesford of all places! Perfectly reasonable questions given I get confused between Eminem and the more chocolaty namesake, and once when sitting in a hotel spa, I asked Annie Lennox what she did for a living. More recently, I referred to Akon, one of the hottest
musicians on earth, as Acorn…and I was speaking with his manager!
To be honest, I’m as surprised as anyone.
It all started when I met Dominic Brook, founder of Australian charity, Musicians Making a Difference (MMAD). His work is inspirational: helping severely disadvantaged young kids rise above a world of drugs, gangs, violence, poverty and street living, by giving them access to music training and equipment. Music has the incredible power to inspire young people to crash through low ceilings and expectations. However unless these talented musicians win a Reality TV show, their careers are forever limited to Birthday Parties, RSL Clubs and shopping malls. I felt compelled to do something. The best skill I have is creating brands and establishing them on the international stage. Beer, toothpaste, cereal, musicians… the products are different, brand principles just the same...Read more...
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