BMI has launched a new corporate positioning campaign, which the company says is focused on its “leadership, heritage and innovation within the music industry.” The campaign will be featured in print and online publications and launch from MIDEM, the annual international music industry conference in Cannes, France.
The goal of the campaign is to raise awareness of BMI’s corporate identity and capabilities within the evolving music and entertainment business and to reflect its enduring commitment to music creators. The new slogans include: Write On, Powered By, and Valuing Music Since 1939.
The campaign logo includes a symbol that resembles a red spark, representing a spark of creativity. It is a play on the original logo from the ’40’s, which used an asterisk to indicate a spotlight on the writer. The new visual identity does not replace the current corporate BMI logo.
Ads in the campaign feature photos by legendary rock and roll photographer Danny Clinch. BMI tapped creative agency Delevante for the campaign.