Los Angeles-based music licensing marketplace Songtradr has launched a new B2B music platform called Vinyl by Songtradr to support emerging and established brands, agencies and creatives by “matching brand strategies with the right music solutions”.
SongTradr has also hired two heavyweight music and marketing execs to lead the new Vinyl.com platform’s brand solutions division.
Mike Tunnicliffe, the former Head of Brand Partnerships for Universal Music Group USA, has joined as EVP, Brand Solutions and will lead the ideation, development, structuring, and packaging of music partnership products.
Joining Tunnicliffe is Joe Belliotti, the former Head of Global Music for The Coca-Cola Company, who has been hired as SVP, Brand Solutions.
He will be responsible for strategy and creative development while collaborating with emerging and established brands to match music solutions.
Before joining Songtradr, Mike Tunnicliffe held a variety of senior-level positions with Universal Music Group, GroupM, Initiative Media, Western International Media, Lowe Worldwide & Tempus Group plc.
Prior to that, he worked at multiple advertising agencies such as HDM Horner Collis and Kirvan (Havas), The Leagas Delaney Partnership, and Saatchi & Saatchi Advertising.
Joe Belliotti is a 20-plus year music and marketing veteran. Most recently, he co-founded The Music Division, an outsourced music department working with emerging and established brands.
He also spent eight years as Head of Global Music for The Coca-Cola Company, where he led global strategies, partnerships and initiatives across the company’s portfolio.
Songtradr says that Tunnicliffe and Belliotti have already “developed an intuitive and effective approach to help brand builders” which includes identifying “their unique music strategy or sonic branding strategy,” in order to “effectively reach targeted audiences through live streaming, digital experiences and artist partnerships”.
The platform also promises to help brands “find the right music, while reducing the cost of music licensing.”
Vinyl by Songtradr has a number of “innovations” planned for 2021, according to Songtradr.
“Songtradr has quickly become a leader in the B2B licensing space and ‘Vinyl by Songtradr’ will capitalize on Songtradr’s technology and data to help brands grow their businesses through music.”
Mike Tunnicliffe
“This new platform is exactly what the industry needs,” said Mike Tunnicliffe.
“Brands are hugely interested in the power of music to help market and grow their businesses, but the music marketplace is extremely complex and fragmented. We are aiming to make that easier and more results-focused.
“Songtradr has quickly become a leader in the B2B licensing space and ‘Vinyl by Songtradr’ will capitalize on Songtradr’s technology and data to help brands grow their businesses through music.”
“This new platform will provide a tech and data-enabled, curated approach to music solutions for brands, helping them bring to life their business strategies and shape culture.”
Joe Belliotti
Joe Belliotti added: “Songtradr has seen significant growth over the past year and ‘Vinyl by Songtradr’ will build on their growing global B2B music footprint.
“This new platform will provide a tech and data-enabled, curated approach to music solutions for brands, helping them bring to life their business strategies and shape culture.”
“Mike and Joe are the perfect duo to lead the brand solutions division of ‘Vinyl by Songtradr’ said Paul Wiltshire, CEO of Songtradr.
“Mike and Joe are the perfect duo to lead the brand solutions division of Vinyl by Songtradr.”
Paul Wiltshire, Songtradr
Paul Wiltshire, CEO of Songtradr, said: “Mike and Joe are the perfect duo to lead the brand solutions division of Vinyl by Songtradr.
“They have developed a powerful offering, built on creative excellence, data and technology, that helps them evaluate the most effective ways for brands to use music.”Music Business Worldwide
