An Insight from Michael MacRitchie
From the first lullaby sung to us as babies, music provides the “soundtrack” of our lives. So much so that I think many of us take it for granted — just as we do the soundtrack of a film, which we often hear without listening to it. That is, we enjoy the film without realizing how much the music conditions our reaction.
Music penetrates almost every part of our lives: our rest, our entertainment, our education, and if you are religious – your prayer.
Throughout history, it has celebrated the triumphs and tragedies of life. As Plato said, music “gives soul to the universe, wings to the mind, flight to the imagination”.
Music both shapes and reflects society. Dancers follow its beat; protesters use it to find their voice. It can promote ideals — like peace and solidarity — but it can also prepare armies for battle (or even a game of Rugby). It is part of almost every important personal and collective moment. But it is also mysterious. Rhythm and pitch can be expressed as mathematical formula; and musicians know the techniques by which they produce a certain sound. But no scientist or musician can explain the power that music has over our emotions. That, surely, is what another Greek writer had in mind, who said that song is a divine gift from God.
In a world of diversity where often values clash, music leaps across language barriers and unites people of quite different cultural backgrounds. And so, through music, all peoples can come together to make the world a more harmonious place… Ahhhhh (pleasant sigh I hear?)
We are reminded that “Music can make us do good things. From Concert for Bangladesh to Live Aid and MTV Staying Alive to War Child we know that music has been used as a powerful communication and fund raising tool to raise social awareness and money for cause for many years.”
From a business point of view- music is a well documented. It creates multi-faceted branding opportunities, not only used to soundtrack an advert but also for brands to connect with the artists. The artists themselves are also able to seize such chances to help further their own careers, with one such area to exploit being collaborations.
MGI believes there’s a real opportunity for Chinese artists to create international collaborations between the East and West – is an attractive proposition. It allows the Chinese to express themselves with a local artist they can easily connect to, whilst leveraging the international appeal many foreign artists have in the China market. Some previous examples of successful and notable collaborations include Australian band Tame Impala working with the Chinese producer Zhu, pop songstress Jane Zhang teaming up with Timbaland on her single Dust My Shoulders Off, Jason Mraz and G.E.M, Wang Leehom’s work with the late Swedish producer Avicii, as well as John Legend and Karen Mok.
Trade wars aside, music crossovers between such artists presents the perfect win-win scenario for all parties involved. Brands can raise their awareness with consumers by bringing forward new and exciting art through their marketing, local artists can expand their portfolio with international artists and the Western acts can reach new listeners and fans who will be keen to support them should they play Chinese arenas and venues.
Michael MacRitchie, BA, Media, is Managing Partner at MGI Entertainment. Michael has over 15 years of experience MGI has negotiated contracts with notable music artists like; Andy Lau, Beyonce, Maroon 5, John legend, B.0.B, Jay Chou, Avril Lavigne, Will. I.am, Jolin Tsai, Laure Shang, Celine Dion, Sarah Brightman, Black Eyed Peas, Apple.De. Ap, Endorphin, Tiesto, Jackie Chan.