We chat to licensing & marketing director, Amy Steinfeldt Ulmann about the music brand’s plans.
Tell us a bit about Billboard?
Amy Steinfeldt Ulmann, director, licensing and marketing: Billboard is the world’s most influential music brand, built on the most complete and well-respected database of charts across all music genres. The Billboard charts define success in music. From the iconic Billboard magazine to Billboard.com, the ultimate consumer-facing destination for millions of passionate music fans, to the industry’s most elite conference series and influencer events including the Power 100 and Women in Music – the Billboard brand has unmatched authority among fans, artists and the industry alike.
Why have you decided to move into licensing?
Music stretches well beyond the charts for many. There is an opening in the marketplace to bring an assortment of products and experiences that directly speak to the underground DNA of the current music landscape. Billboard is home for music & music discovery, and we have an opportunity to bridge the gap between content/brand and products. Our goal is to develop strategic partnerships across non-media platforms creating an international destination for lifestyle products, which are directly inspired by current and local music trends.
What will make this brand stand out in the market place?
The brand is uniquely recognised as both a global leader and local authority on all genres of music. Our one-of-a-kind insight into the marketplace allows us to have foresight into trends that are just starting to peak. In addition, Billboard is a brand that is very multifunctional. The potential areas of expansion are not limited to just consumer products, but also include curated experiences, promotional music listening platforms, live entertainment, music venues and more.
What do you think will be the key categories to drive this as a lifestyle programme?
Electronic accessories have resonated very well in the US and we are focused on expanding this program along with developing fashion apparel and accessories.
Your partnership with CPLG covers EMEA. Are there particular territories where you feel the brand will resonate more strongly/ territories where you will look to put your focus at the beginning?
We are looking to territories that have a strong awareness and following of the Billboard brand to launch. There is great brand awareness in the UK, Germany and Spain. In addition, we are exploring territories with a strong love of music and Western brands such as MENA. We have created localised teams across the entire market with CPLG to ensure that we are able to explore opportunities in emerging markets with a strong passion for music and music discovery.
What activity (if any) is already underway in the US/Asia?
The first US Billboard electronic accessories collection launched earlier this year at CES. The response has been amazing. We’ve had a long-term partnership with Alfred Music and continue to see great success with our collection of educational music books, which brings the current charts to life for students studying a wide range of musical instruments. Later this year we will be launching a new collection of 2017 desk calendars that highlight exclusive Billboard musical trivia. A branded apparel collection for men and women was launched in the Philippines with Golden ABC and has been very well received.
Where do you see the brand in five years?
As fashion and music continue to see tremendous change within their respective industries, Billboard has a unique opportunity to further connect with our global audience in the world’s most thriving fashion and entertainment markets. We hope to develop a globally recognised lifestyle brand that has become a destination for music enthusiasts across all genres. Additionally, Billboard will continue to be a leader in music and music discovery and a leader in creating one of a kind live music discovery experiences that speak direct to local markets across the world.
