DMI Music & Media announced a multi-year agreement with Walgreens, one of the largest drugstore chains in the United States, in which they will execute music strategy and curate In-Store Music for all 8,000+ Walgreens locations.
The January 14 agreement could signal a new period of substantial growth, the global music and entertainment agency said.
The company also announced signing numerous new agreements with brands like Christopher & Banks, Audeze and Experience Hendrix. Included in this surge of wins is a renewal to Build-A-Bear Workshop’s Music Agency of Record agreement, a model that is a first for the music marketing industry. Expanding their capabilities to meet the needs of their brand clients, DMI reports the acquisition of Atlanta-based live event production company, CIVIL Creative.
As part of the relationship with Walgreens, DMI is developing the company’s soundDNA®, a proprietary strategic process that defines a company’s core sonic identity. This becomes a music style-guide as DMI curates and deploys In-Store Music to create a consistent sonic experience for customers and team members. DMI’s multi-year agreement with Christopher & Banks, a specialty women’s retailer, will similarly include identifying their soundDNA® and executing sonic strategy across the brand’s more than 550 locations.
“Our team is poised to bring tremendous value to our clients as they seek the best strategy to make music a key ingredient in their marketing. We’re partnering with our clients to help them stop making the common mistake of committing what we call ‘Random Acts of Music’,” said Tena Clark, Founder and CEO of DMI Music & Media.
Build-A-Bear Workshop, an interactive store where guests can create customizable furry friends, will continue their relationship with DMI as its Music Agency of Record. The partnership is the result of a decade-long sonic strategy that DMI has implemented for the company and includes In-Store Music, music licensing, and original music creation for Build-A-Bear’s first-ever multimedia offering, The Honey Girls.
“DMI has been our partner in music strategy as well as in-store execution for almost a decade. DMI understands our global brand and our global consumers,” said Gina Collins, Chief Marketing Officer of Build-A-Bear Workshop. “There is an attention to detail at the market level that is like no other. Music evokes emotion and is a crucial factor in our guest experience, which ultimately provides the power for our base brand. DMI supports and protects our brand through their flawless execution and partnership.”
Brand partnership and marketing consulting agreements have also been struck with Audeze, a high-end audio manufacturer, and Experience Hendrix, the all-star guitar tour celebrating the music and legacy of Jimi Hendrix. With the acquisition of CIVIL, DMI will offer clients a robust production arm focused on live event management, strategic planning, fabrication, audio/video content development and digital integrations.
“We’re thrilled with our progress over the last year and are excited to launch these new initiatives with companies who recognize the emotional power that music has in creating loyalty and engagement,” said Kevin Gore, President and COO of DMI Music & Media.
Founded in 1997 by CEO and Chief Creative Officer Tena Clark, DMI Music & Media develops and executes comprehensive music branding strategies and programs using the emotional power of music to connect brands to consumers. The company is headquartered in Pasadena, CA, with offices in Atlanta and San Francisco. DMI Music & Media’s unique solutions and creative executions create campaigns for global brands that break through to today’s media-savvy consumers.