Frukt, a music marketing agency, has recently hired OMD Fuse’s Oliver Trethewey as the new business director. The move comes as the company is strengthening its focus on brand-artist partnerships.
At OMD, Trethewey worked for the company’s branded entertainment and sponsorship unit—a field Frukt hopes Trethewey will improve for the company.
Nowadays, there is a higher demand for brand and music partnerships. Advertisers are seeking to take advantage of the commercial benefits of these partnerships. On the other hand, musicians will welcome the extra revenue, especially at an unstable economic time.
“While traditional approaches become less relevant, consumer brands and technology companies have an opportunity to step in and help shape entirely new ways of getting music from creator to fan, and to play a key part in the broad cultural space of music,” said Jack Horner, joint managing director and creative director at Frukt.
Horner continued, “With Frukt's expertise and depth of knowledge in this arena it was imperative for us to respond to the changes in the industry. By refocusing a major area of our business we are able to offer brands a more comprehensive way of engaging with music and trends in the new music landscape.”