The Ministry of Sound has appointed BMP Solutions in Media to handle the
media planning and buying for its record label after a two-way pitch
against Manning Gottlieb Media, from an original list of ten agencies.
The media budget for 1996 is estimated to be at least pounds 500,000,
with a sharp increase expected in 1997.
The first project BMP will undertake is the release of the Dance Nation
2 album, due out on 8 July. There are a further three albums scheduled
for release later this year.
The Ministry of Sound label manager, Lynn Cosgrave, said media spend
would rise dramatically in 1997 as the multi-faceted company continues
its rapid expansion. Next year’s plans include the release of ten
Ministry of Sound compilation albums, with releases by individual
artists also scheduled.
The pitch for the business was a close-run thing, according to Cosgrave,
who insisted that, while the Ministry of Sound is not the biggest record
label, it is one of the fastest-growing in the UK.
The company has no plans to change its policy of creating its own
advertising. ‘We have always done the creative in-house,’ Cosgrave said.
‘We will continue to do that and we will continue to expand the in-house
team. It is what gives us our edge.’
Jon Wilkins, the director of media strategy at BMP, commented: ‘We are
developing a real expertise in youth brands. We have invested in
developing this with things like Raw [a youth research project]. We see
the Ministry of Sound as being one of the fastest-growing of these.’
The Ministry of Sound launched its record label in September 1992,
almost exactly a year after the 1,200 capacity London club opened its
doors. To date, the label has released 15 albums.