Empowering Music Everywhere

Their Story

Established in 1930, SESAC has evolved into one of the world’s most prominent Performance Rights Organizations (PROs), representing an impressive roster of artists, including legends like Bob Dylan, Adele, and Green Day. With decades of experience ensuring that copyright holders receive fair compensation, SESAC established itself as a cornerstone of the music industry. However, as the industry transformed, SESAC faced a pivotal challenge: maintaining its legacy while simultaneously adapting to the modern music landscape, which now demands a multifaceted approach beyond traditional PRO functions.

The Challenge / Our Solution 

Recognizing the need for a refreshed identity, we set out to redefine SESAC’s positioning within a complex and dynamic marketplace. Our guiding principle became “Everywhere In Music,” a phrase encapsulating SESAC’s comprehensive influence across all facets of the music ecosystem. This concept allowed us to craft a unified narrative that celebrates their expanded role as a modern music company, going beyond the limitations of a traditional PRO. WANT developed a structured brand architecture to support this narrative, creating five distinct verticals within the SESAC Music Group, each with tailored positioning. For instance, the Performing Rights vertical adopted the “Power On Your Side” tagline, highlighting SESAC’s unwavering commitment to empowering rights holders.

The Results

With a robust brand strategy and cohesive architecture, SESAC Music Group is well-positioned to navigate the evolving music industry. Clarifying their new identity fosters stronger client connections and enhances cross-selling opportunities among the various verticals. With this authoritative framework in place, SESAC Music Group not only preserves its storied legacy but also confidently steps into the future of music, embodying its promise of being everywhere music is created and celebrated.

 

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