Microsoft produces and executes over 50 corporate events in each calendar year. That includes public facing events like Microsoft Ignite and CES as well as internal meetings. Microsoft asked us to develop a fully on-brand and licensed playlist that could be used for all these needs.
The project began with a lightning speed creative discovery process since we had only a few weeks to deliver 2 hours of licensed music for some upcoming event needs. We worked side by side with our client to develop the template for selecting music and arrived at a style/genre direction that would engage with the audience and be appropriate for the Microsoft brand.
From there, we reached out to licensing companies, record labels, music publishers and artists managers to acquire the appropriate content. Through the process, we identified that the need to license all sides of each song, master and publishing, and cover both duplication as well as performance rights. In short, we provided Microsoft 100% one-stop licensed music that was from commercially released and rising pop acts alongside esoteric, organic electronica acts.
From the pool of music we received, we handpicked each track for client approval. Finally, we amassed the amount of content we needed and then built the mix sequentially in a DJ-mix style with segues and beat-matching to ensure a consistent bed of sound for the events.
The Microsoft client was so enthusiastic about our results that it led to future projects with the brand including evaluating their overhead/in-store music program, introductions to music licensing companies and conceptualizing an internal music portal for use across all disciplines.
Listen to a sample of the mix here: