Jonathan Goldstein talks branding & the benefits of being a creative in the world of music business
Music production company, GOLDSTEIN
, is excited to announce that it has re-designed and undergone a complete new look. The website has an optimised design, a shortened name, a new logo, and a new identity. The update is the perfect combination of classic and modern, a true reflection of their ambitions for the future as well as their musical roots. The company’s work, which speaks for itself, has a fresh online platform with which to represent itself.
GOLDSTEIN founder, Jonathan Goldstein, has an impressive musical past which has been a catalyst for the business’ success. From producing and composing original music for theatre productions to working with some of the world’s leading agencies for commercials, the number of accolades have increased significantly over the years (with their composition for Lexus ‘Swarm’ scooping up both an award and a nomination from the MAS Awards two years running). This goes to show that GOLDSTEIN is capable of much more and that the best is yet to come.
Jonathan commented on why now was a good time to rebrand the company: "We wanted the quality of our work to be clear in an instant. We understand how important first impressions are in making those snap decisions about a brand. This is an exciting time for us. The quality of our work is becoming widely recognised and we want people to understand why that is when they visit our site. Rebranding is only the start!"
There are countless music production companies out there and as the understanding of music as a necessity has grown, so has the industry. Partnerships between music and brands are extremely powerful. Have you ever felt a certain way when watching a commercial or has there been a scene from a film that is especially moving? This will often be the music affecting your subconscious. Music allows a brand to convey a message by driving narrative and directing an emotional response, engaging with consumers.
Ideally, brands want ROI and by using or creating that track a consumer can relate to, brand loyalty is encouraged. GOLDSTEIN’s ‘Magical Moments’ for Sky is an example of an emotive spot which uses music that will always be associated with the brand. Unlike many spots which often use pre-recorded tracks by various artists, this bespoke track became so popular, with people requesting the score and the music on social media, that a single was released; it became No. 1 in the Official Classical Charts. Sky described it as the Christmas theme tune that’s proved more popular than J.S Bach.
As the market for music-related services has evolved, so has GOLDSTEIN. Music is not just for brand partnerships; it is used for so much more, from the digital to the experiential to the ever-changing cultural landscape. GOLDSTEIN is no longer just the perceived experts of orchestral music. As the company has grown, so has their team which is an increasingly diverse collection of musicians and creatives that are behind the day-to-day running of the company, allowing for even more creative diversity across the board.
Traditionally, production companies are made up of producers, researchers, and business minds, but GOLDSTEIN have a musical background from the ground up which plays to their advantage. Being composer-led means that their approach is different; every piece of work is creatively overseen by Jonathan Goldstein, providing direct guidance and insight. Their knowledge of music and practical know-how on each level of the business ensures that every brief is delivered from a true musical perspective.
There are a lot of exciting projects in the pipeline for GOLDSTEIN, not least the launch of an entirely separate brand which will be announced soon. Although sharing the same core values, the new brand has a distinct and separate visual and musical identity, providing alternative music solutions where GOLDSTEIN doesn’t fit the bill. However, they can’t say too much for now other than to watch this space...