Split Works' Nathaniel Davis on making music sell

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Split Works' Nathaniel Davis on making music sell, by Mark Godfrey

January 22nd, 2010 in Global Times

URL: http://www.globaltimes.cn/www/english/metro-beijing/update/business/2010-01/500242.html

There's a growing audience for rock music in China, which is why Beijing based music promotion and marketing agency Split Works has been able to match rock music with brands seeking favor with Chinese youth. Company founder-partner Nathaniel Davis talks about bringing in foreign talent, organizing a March festival and helping brands get the kind of cred they want. The tunes work. The Converse "Love Noise" tour was judged the most effective ad campaign in China in 2008 by AdAge, the ad industry bible.