to the MSEM Press Kit

[email protected]
323.848.7909
WWW.SMITHEVENTMUSIC.COM
Biography
Michael
Smith
Music Branding Strategist and DJ
From behind the booth to the front of the boardroom,
sonic branding strategist and DJ Michael Smith is a selector of choice for the world’s most elite clientele, using his
refined ear for the ambient and experiential to bring background music to the center stage.
Since launching his career in 2001 alongside Z-Trip, an influential DJ and pioneer of mashup, Smith has worked with
famed media properties (Vanity Fair, Vogue, C Magazine),
marquee luxury brands (Chanel, Christian Dior, BMW),
and major motion picture studios and networks (ABC,
Touchstone Pictures, 20th Century Fox), consistently garnering accolades for his progressive approach to creating
innovative environments and experiences through music.
DJing hundreds of events internationally, including everything from the Oscars, Olympics and Grammy’s to South
by Southwest, Smith learned a great deal about crowds,
spaces and the companies he worked with. Those experiences allowed Michael to become a renowned architect
of sonic identities, creating unique and personalized voices
for notable brands through live performance, music supervision and background music.
In turn, Smith launched Michael Smith Event Music and
built a proprietary web-based background music subscription service that utilizes cutting-edge technology to create
custom playlists for clients that correlate to the time of day
and change and update automatically. Background music clients include luxury hotel brand the Standard Hotels, entertainment venues Lucky Strike Bowling Lanes, designer Monique Lhuillier and over 70 other top businesses. Additional
projects in sonic branding include runway music for Louis
Vuitton & Ferragamo, music supervision for ABC Network
shows and specials, and innovative projects for Jaguar involving coordinated music for test drives.
Smith, a native of Detroit, is based in New York and Los Angeles; he is a graduate of Northwestern University (Chicago) where he majored in economics and communications.
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SERVICES
Event Music
Interactive Music Initiatives
We select music designed to capture and enhance the mood
and energy of live events.We collaborate directly with clients
to arrange for brand oriented live DJ services and we deliver
playlists designed specifically for the event based on crowd,
purpose and location.
We conceive of and execute innovative online and interactive
marketing campaigns which feature music at their core. We
creatively lead and manage the completion of web-based music widgets, mp3 download stores and website soundtracks
as well as procuring exclusive content for these campaigns.
Sonic Identities
Every brand needs a defined musical identity. We conduct a
brand analysis by researching existing brand documents and
materials, holding interviews with key executives and evaluating consumer research. This brand analysis results in a Sonic
Identity, or unique musical voice, that can be delivered across
all facets of the brand experience.
Background Music
We offer 24/7 background music services based on intended
clientele, branding objectives and activity patterns. We pair
our extensive knowledge of music with cutting edge technologies to create custom playlists for clients that are programmed in accordance with the time of day and desired
level of musical interaction.
Music Supervision
We offer creative and brand saavy music supervision of all
communications including television ad campaigns, feature
films, video games, web programming, sales materials, instructional videos and any additional marketing touchpoint.
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CLIENTS
Over the past eight years, MSEM has developed a specialized client base of internationally
recognized fashion houses, media outlets and entertainment companies.
The companies featured above represent a selection of the brands we work with:
“Michael’s music creates an atmosphere
that has been important to the success of
our company. His extensive knowledge and
creative use of genres and eras has helped
us build a unique sound for several of our
properties. We look forward to working
with him on future projects.”
”Great meeting you! Loved the event
and we were very pleased with the
music and the event overall.”
Brent Bolthouse, Bolthouse
Productions
”Great meeting you. You did a fantastic
job! Everyone loved the music.”
Christian Bryant, Program
Development Director, House
& Garden Magazine
Michelle Ryan, DKNY PR
”Working and collaborating with Michael
was a dream. All we had to do was articulate the vibe we were after -- he got
it immediately and took it from there. His
passion for and knowledge of music, combined with his work ethic makes working
with him a complete pleasure.”
Theresa Fatino, Chief Creative
Officer SBE Entertainment
”We are excited to be working with
Michael. We feel his talent and insight
will help us in developing a key part of
The Coffee Bean experience.”
”You totally rock! That night was so
fun. Not only are you an AMAZING
DJ but you bring a great energy and
vibe as well. I’ve worked with lots of
”It was great to meet you! I thought
the event went well and your music
selections were perfect for the crowd.
Take care and good luck with all. I am
certain we will work again in the very
near future.”
Terrance
Charles,
Fair Magazine Events
Vanity
Melvin Elias, COO The Coffee
Bean and Tea Leaf
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”Thank You! Michael, you are so talented. You made the Basel World Party
the best it’s ever been thanks to your
incredible mix of music. Nina Laurence,
our publisher, loved it and asked who
made it. Thanks for all your hard work
and for helping to make our party a
party for the record books!”
Crystal Carlton, Promotion
Manager for W Magazine
DJs at events, but I can honestly say you
are the best I’ve worked with in some
time. I’ve been singing your praises to
my event peeps along the way in L.A.,
N.Y. & Miami. I can’t wait to work with
you again.”
Elizabeth
Colton,
Spirits Events Manager
Skyy
CASE STUDY
LUCKY STRIKE LANES
Michael Smith Event Music offers a 24/7 web-based Background Music Service based on a brand’s sonic identity
and business patterns. Once the sound is established, we generate custom playlists unique to the time of the
day and update clients monthly to keep their content fresh and appropriate for changing seasons, holidays and
special occasions.
In April of 2003, the high-end bowling company Lucky Strike Lanes opened its first location in Hollywood. By
2007, they had grown to 19 locations throughout the US and Canada and realized they needed to improve
their music experience. They brought us in to create a highly tailored and unique sound to enhance their guest
experience. They liked the flexibility and control of our system in order to address the various regional needs of
the company.
In early 2009, like other businesses forced to adapt to the changing economy, Lucky Strike and Michael Smith
Event Music analyzed how the music programming could be adjusted to keep customers in the lanes for longer
periods of time. Dolf Berle, COO of Lucky Strike Lanes, states “when people are feeling great energy, and even
inclined to break into spontaneous dancing, they stay longer and stay happier.” In February, Michael Smith Event
Music introduced a refreshed higher energy sound that has received positive customers reviews and increased
bar sales.
Background music has a vital impact on the life and success of a business with a strong return on investment. A
consistent musical strategy yields real results to your bottom line and improves customer and employee satisfaction while tying your brand message in at the experiential level.
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CASE STUDY
THE STANDARD HOTEL GROUP
Michael Smith Event Music undergoes brand analysis by researching existing brand identity documents, conducting interviews with key marketing executives and evaluating brand materials (logos, colors, personality, demographics, etc.)
This brand analysis results in a sonic identity, or unique musical voice, that is delivered through a brand-appropriate music strategy to use across all consumer experiences. We work to ensure that The Standard Hotel’s existing
culture of music is evident across all the customer touch points. Including:
- Programming and installation of our web-based 24/7 background music platform for each of their 4 locations.
The music is specifically designed to reflect each location’s regionality with multiple channels for various sections
of the hotel, restaurant, lobby and pool spaces.
- Mixing and delivery of a web soundtrack customized to each hotel location streaming from the Standard’s
website.
- Developing an integrated web music strategy which will include such features as downloads, connectivity with
live events at the hotels and the feature of exclusive and advanced content from Michael Smith Event Music’s
label, publisher and artist network.
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CASE STUDY
SALVATORE FERRAGAMO
Based on a client’s objectives and sensibilities, Michael Smith Event Music selects music and provides DJs that
capture and enhance the mood and energy of live events. Through collaboration with the client, a sonic strategy
is constructed to reflect the timing of the event, guest demographics, purpose and location.
Michael Smith Event Music’s menu of offerings for Salvatore Ferragamo’s 2006 Walk of Style event included:
- Background music for a runway show.
- A live DJ appearance weaving into a live performance by Kanye West.
- Custom produced sound effects designed to transition key moments of the event.
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CASE STUDY
ABC NETWORK
Since January 2009, Michael Smith Event Music has been working with ABC Network to build unique Sonic
Identities for their shows and marketing campaigns in order to strategically target their audience and build loyalty,
awareness and viewing.
The Playlist Generation has provided the following services for ABC Networks:
- Regularly provide music supervision for promotional campaigns for Desperate Housewives, Lost, Grey’s Anatomy, Jimmy Kimmel and all other Network drama, comedy, reality and specials.
-Analyzes marketing briefs for each program and creates a Sonic Identity for each night of the week
- Helped break Flo-Rida’s ‘Right Round’ (#1 on iTunes for over 6 weeks) by delivering original remixes for “Dancing With The Stars” campaign.
- Strategize on synergizing ABC/Disney properties - i.e. how to break Disney artist Love and Theft across various
ABC programs.
With these and upcoming online projects, Michael Smith Event Music helps ABC keep on the edge of utilizing
the power of music to reach its audience.
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CASE STUDY
JAGUAR
Michael Smith Event Music helps clients execute forward-thinking music initiatives like free downloads for customers, curated mp3 stores, mobile campaigns and more. For the past two years, Michael Smith Event Music has
helped Jaguar use music to create a memorable, successful launch for last summer’s XF and this summer’s XFR
models. The car features a surround sound stereo system that plays mp3s and has a flash drive slot.
Michael Smith Event Music worked with Jaguar to feature the intrinsic music properties of the car. During test
drives with magazine editors, reviewers and customers, we created real-time mixes to go up and down with
speed to the actual driving course. This music was placed on a Jaguar branded flash drive and given out to the
guests. To keep the sound consistent through all event platforms, Michael Smith Event Music provided live DJs
and background music for the test drive series and events with Vogue &GQ.
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PRESS
ANGELENO MAGAZINE
JUNE 2009
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From the young entrepreneur’s home base in Laurel
Canyon, a team of strategists streamline curated playlists via
computers to a roster of international clients. To name names:
Fendi, Dolce & Gabbana, Ferragamo, Dior and dozens of
others outside the fashion world subscribe to Smith’s stream of
stylish sounds, which he refers to as “The Playlist Generation.”
“They don’t allow cookie-cutter clothes or design or food in
their businesses, so why would they accept cookie-cutter music?”
Smith asks. The Playlist Generation, a term Smith coined to
reflect the customized way we purchase and compile music, and
the name he has bestowed to his new venture, offers a largescale, strategic approach to music, hinged on the idea that a
well-composed playlist inspires positive consumer behavior.
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So how did this Santa Barbara-bred DJ fall into stride with
the likes of André Balazs and Philippe Starck in the boardroom?
In an industry where people are desperate to be heard, Smith’s
ability to listen is undoubtedly his greatest ally. “It’s really
about being able to connect with people,” explains Smith, who
also has degrees in Economics and Communications from
n a crisp summer night in July, it’s a
familiar routine at Louis Vuitton’s
Northwestern. “I think I understand people best through music.”
The feeling is mutual: With a client list out the door and
opening bash in Beverly Hills: dote
more than 150,000 songs in his master library, Smith’s high-
over fancy handbags, a swig of some
tech hobby is changing the sound of business one playlist at a
Champagne and quietly duck out for a
time. And if traveling around the world to perform and consult
late dinner at Spago. But when 9pm
for some of the
rolls around, no one makes any
most prestigious
sudden movements toward the valet.
luxury brands
Inevitably you expect the delicate
sounds like a
balance of a well-played event to be thrown off when the busboy’s
dream job, Smith
iPod takes an unpleasant turn or the background music
assures, “It sounds
suddenly becomes deafening. Not tonight. Behind the DJ booth,
as fun as it is.”
Michael Smith, a pioneer in the field of sonic branding, knows
theplaylist
how to keep a party humming with the perfectly crafted playlist.
generation.com. •
“THey don’t allow cookie-cutter clothes or
design or food in their buSineSSeS, so why
would THey accepT cookie-cutter MuSic?”
Smith is sought after by the world’s top luxury brands to
translate their identities into sound, providing audio
C MAGAZINE
SEPTEMBER 2009
VANITY FAIR
SEPTEMBER2006
VANITY FAIR
APRIL 2006
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PRESS
PEOPLE MAGAZINE
AUGUST 2009
BLACK BOOK
JUNE 2008
Los Angeles Times Brand X
JUNE 2009
SANTA BARBARA PRESS NEWS
AUGUST 2006
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