FRUKT on Music

JACK HORNER

As our debut post I felt we should set the tone and context for the forthcoming content of the FRUKT on music blog. My business partner and I sat in Hyde Park with a bottle of cold Rosé more than ten years ago and talked about how despite working for a globally renowned major record label, it didn't feel like embracing the future was on the agenda.

The chairman had never bothered to speak to me, despite me being the only person in the UK company with the words 'new media' in my job spec. Our belief was that consumer brands and technology companies, who were both 'involved' with music as sponsors and manufacturers of hardware, could become more central to the whole music business.

They could make the transition from sponsorship to partnership, enabling new ways to discover, share and distribute music and even in some cases, we could envisage ways that non-traditional music companies, could invest in and support the growth of talent. Fast forward ten years, and here we are. Eight years of FRUKT under our belts working locally and globally to bring brand ideas to life through music for clients like Heineken, BT, Coke, Nokia, Sony Electronics, O2, Vodafone, Orange, 3, Topman and many more.

Music is more than a channel - it's a huge and expansive cultural space. Given that there's never been a time in history when so many people have enjoyed so much music in so many ways, and that the traditional music business is struggling to define it's role, the game is open for new players to make their play and define a role in this exciting cultural space, and consequently share some of the love that fans have for music. So thankyou for inviting us into your world, and we look forward to having you on board for the ride as we explore the world of brands and music, and champion and celebrate the brands who go the extra mile.