White Horse Music – which has been connecting brands with authentic music culture and successful artists for the past 20 years and is part of JvM – has merged into the new entity as part of the deal which, with the input of new and additional expertise, takes in-house music consultancy and production to the next level.
The merger was initiated by White Horse Music Managing Director Nadin Lefkeli, who will lead the new unit together with SKILL Music co-founders Alex Henke (Focus Strategy & Marketing) and Torben Brüggemann (Focus Music Production & Studio).
SKILL Music is co-owner of The Boogie Park Studios, also in Hamburg – a studio complex which has been producing for international artists such as Udo Lindenberg, Jan Delay, Scooter, Helene Fischer, Zoe Wees, Taylor Swift, the Korean boy band BTS and many more.
The coming together of two established players, both Hamburg-based, creates a unique offering with a range of services that builds a strong bridge between the advertising industry and music culture.
As well as strategic consulting and conception, JvM MUSIC will also offer sound branding, music production, audio testing, music culture activations and licensing as well as AI-based solutions such as AI brand voices and AI-supported audio creations.
Brand communication for the future
Increasingly, music-based brand campaigns that achieve real relevance and emotional impact rely on established artists, strategic storytelling and the targeted activation of fan cultures. In addition to expertise in licensing, creative strategies and highly efficient flexible production are of crucial importance.
JvM MUSIC managing director Nadin Lefkeli said: “With Jung von Matt MUSIC, we are bundling comprehensive consulting, production and strategy competencies as well as modern AI technologies in a specialised creative agency for the first time.
“This is a real unique selling point. In this way, we want to reach brands that want to address their target groups through music culture and strong audio experiences.”
SKILL Music co-founder Alex Henke said: “Our team at Jung von Matt MUSIC covers pop culture, creative and legal aspects in equal measure. We are music fans ourselves and want to create emotional moments that are understood and celebrated by other fans.
“The technical aspect also plays an important role. In the areas of music, voice and sound, AI has so far been developed primarily for quickly produced social media content and short-form content.
“We, on the other hand, use the technology in a targeted manner to implement sophisticated, strategic brand campaigns with creative added value and maximum efficiency.”
Strengthening music as a creative discipline in its own right
Together with advertising brands, creatives and their agencies, JvM MUSIC will extend the classic range of existing music and production companies with its own creative concepts and strategic advice.
The new entity will maintain an intensive exchange with relevant stakeholders, develop innovative intermedia campaigns, and makes cultural trends usable for brands at an early stage.
It will also benefit from the international network of the JvM Group and combine brand messages with insights from music fan culture – from K-Pop to Nashville Country.
