Mirriad launches Music Alliance and partners with Red Light Management and B-Unique Records

04 February 2021 - Press release

Mirriad, the leading in-content advertising company who place brands into video using Academy Award Winning technology today announced the launch of Music Alliance. Mirriad are proud to count Red Light Management and B-Unique Records - both of whom have an incredible roster of artists - as the first to join Music Alliance. Mirriad are a London Stock Exchange listed firm who digitally place products and brands into films, TV shows and now music videos. They were originally founded to create special effects in movies, namely Black Swan for which they won an Academy Award. 

With access to thousands of artists, Music Alliance is a new specialist division of Mirriad dedicated to growing creative and financial opportunities for artists by placing brands into visual music content. For artists and their teams this opens a new revenue stream which now more than ever is critical with live shows on hold meaning a significant loss in income. 

For marketers needing to engage audiences in an era of ad avoidance, the Alliance allows them to weave their brand imagery into artists’ music videos and connect with fans in an authentic way. Mexican beer brand Tecate have already chosen Mirriad to immerse their brand into artist Giovanny Ayala’s latest music video. 

Mirriad’s pioneering, patented AI technology scans content for its emotional register moment by moment thus allowing brands to appear in exactly the right place at the right time - and critically with the right audience. This bespoke technology and the way it enables pinpoint targeting of how and where brands appear is a huge leap forward for the adverting industry - providing brands with an immense cultural canvas on which to connect with customers. 

Stephan Beringer, CEO of Mirriad said “The sheer number of ads we’re confronted with every day is so staggering that people are increasingly tuning them out. Whether they’re using ad blockers, subscribing to ad-free video on demand services or simply ignoring them, the impact is disastrous for brands. The Mirriad Music Alliance is excited to give brands a new and scalable way to reach relevant artists’ passionate fan bases, and with a long-term commitment and sustained interaction, build strong relationships on these foundations. 

James Sandom, Managing Director of Red Light Management UK said “We are excited to partner with Mirriad and feel privileged to be at the cutting edge opening up an innovative medium of new revenue in the music community. Mirriad’s technology addresses the challenges of monetizing content while putting the artists first, giving them greater control in the direction and nature of partnerships within their content. We’re confident that connecting the worlds of marketing and music will add value to artists in scaling their business, while also offering brands a way to naturally immerse themselves in impactful campaigns without interrupting the experience for fans.” 

B-Unique co-founder, Martin Toher said “We’ve had the pleasure of working with Mirriad to create a proof of concept video with the band Kodaline, and were incredibly proud of the result, which was notably created entirely in lockdown. “That experience showed us the worth, creativity and seamlessness Mirriad’s technology provides. It’s going to be an invaluable tool for the industry that’s seeking lucrative and dynamic opportunities to support its artists.”