Lisa Farris has been named Chief Marketing Officer at business-to-business music streaming service, Soundtrack Your Brand.
Farris, who was previously Chief Marketing and Innovation Officer for the Recording Academy, will report directly to founder and CEO Ola Sars.
Soundtrack Your Brand claims to be the world’s fastest-growing B2B music streaming service.
The company works with brands such as McDonald’s, Lululemon, J Crew, Uniqlo, Joe & The Juice, Aesop and W Hotels.
Farris will oversee the global marketing function as Soundtrack aims to “unlock new revenue for artists and rights holders while helping businesses strengthen relationships with customers through music”, says the company.
Farris’ brand and marketing background also includes executive positions at MetricVision, Move, Inc./Realtor.com, Universal Music Group‘s eLabs and MCA Records, and is founder of Get This, a technology that leverages audio recognition to shop television and video entertainment.
With Soundtrack, she will be focused on expanding the global market potential of music for business, and taking advantage of what the company calls “a huge untapped promotional opportunity for music”.
“I’m thrilled to join Soundtrack Your Brand.”
Lisa Farris
Lisa Farris, said: “I’m thrilled to join Soundtrack Your Brand, working closely with Ola and the executive team, to unlock greater value for music creators and businesses so that they can leverage the power of music to enhance customer experiences and increase sales.
“Soundtrack’s incomparable on-demand music streaming offering licensed for business use, not only captures lost income for artists, but delivers the finest background music experience for global brands and businesses of all sizes.”
“Why shouldn’t music creators and rights holders be fairly compensated when their music is played in commercial environments?”
Ola Sars, Soundtrack Your Brand
Ola Sars, Founder, CEO and Chairman of Soundtrack Your Brand, said: “Movie theaters aren’t using Netflix to show films, sports bars aren’t using private accounts to show high priced fights and games, why should the music industry be any different?
“Why shouldn’t music creators and rights holders be fairly compensated when their music is played in commercial environments?”
In 2020, Soundtrack Your Brand renewed its global licensing deal with Warner Music.
The company also inked a global licensing deal, excluding China, with Universal Music Group (UMG) in August of the same year.Music Business Worldwide
