AEG has launched AEG Studios, an in-house branded content division.
The new division will work as an extension to AEG’s Global Partnership group and is said to ‘support the creation, production and development of innovative, original content for the company as a whole as well as its numerous brand partners’.
Veteran content strategist, Raymond Leon Roker, will oversee the new initiative as head of the division across music, sports and facilities.
AEG Studios will work closely with brand partners to conceive, produce and deliver content across digital, print, video and mobile.
The company already worked with partners like Renaissance Hotels, Uber, H&M, American Express and others.
“Our partners are asking for great storytelling through original content; we have listened and are now building a world-class production company with the most innovative creators in the sports and entertainment business.”
Andrew Klein, aEG (pictured)
According to a press release, AEG Studios’ content will ‘allow brands to engage their target audience authentically and tell their stories in more thoughtful and engaging ways’.
“Our partners are asking for great storytelling through original content; we have listened and are now building a world-class production company with the most innovative creators in the sports and entertainment business,” said Andrew Klein, senior vice president, AEG Global Partnerships.
“We’re known for bringing our partners’ messages to life through cutting-edge campaigns. AEG Studios will amplify our ability not only to solve our brand partners’ needs, but also help them engage with their target audiences by bringing them the one-of-a kind pieces of content and creativity that only our network of talent, assets and resources can provide. ”
AEG said the new division had been created in response to the demand the firm is experiencing from partners for branded content.
‘While the industry is robust with various forms of content, there remains a demand for content that is fresh, targeted and shareable,’ read its press release – adding that AEG was ‘uniquely positioned to bring its brand partners’ content to life across festivals, concerts, sports, arenas and more’.
It promised to utilize ‘bleeding edge virtual reality and 360-degree video, documentary and episodic programming’.Music Business Worldwide