How to Put Music in Your Marketing Mix…the Right Way

Making your next corporate event sing

Sure, it’s cool to get a big-name musical act to perform at your corporate event. But it’s much more effective to assemble a custom, one-off branded entertainment event that leaves your guests engaged, connected and feeling like the event was created just for them—because it was.

That’s where experiential agency firm Executive Visions Inc. comes into play. Founded in 1985 to serve Fortune 500 companies as a producer of live events and immersive branded experiences, EVI specializes in custom-curated concerts combining legendary musical acts and not-to-be-missed up-and-coming performers. EVI’s concerts elevate corporate events into something more than just another stop on a touring act’s rotation.

“We strongly believe in music as a tool for brand building and audience engagement,” says Michael Marto, EVI’s co-founder, president and CEO. “And we have the ability to delve into a client’s mindset at the strategic and cultural level to build initiatives that truly complement a company’s overall vision and brand objectives.”

Consider the closing concert EVI produced for the McDonald’s Worldwide Convention. Held in Orlando, the biennial convention is a conference and celebration for some 16,000 Golden Arches franchisees and suppliers. For the most recent concert—one of many EVI has produced for the restaurant giant—the company pulled together a custom lineup with something for every taste, from Adam Levine of Maroon Five to R&B star Ne-Yo to the classically trained Jonathan Antoine of Britain’s Got Talent to The Voice winner Tessanne Chin to rock legend Sting. There were original arrangements, creative medleys and a star-studded finale performance of “Hey Jude,” led by Sting and featuring the full lineup.

EVI Cinematic Trailer

EVI has working experience with talent across every musical genre, from pop and rock, to country and hip-hop. Their productions have featured a who’s who of A-List artists including Andrea Bocelli, Lionel Richie, Steven Tyler, Jon Bon Jovi, Mary J. Blige, John Legend, Kelly Clarkson, Seal, Earth, Wind & Fire, Kenny Chesney, Martina McBride, Keith Urban, Rascal Flatts and Stevie Wonder.

How does EVI get access to such a high caliber of musical talent? It comes down to its long relationship with David Foster, the producer, songwriter and arranger who has worked with everyone from Celine Dion and Christine Aguilera to Mary J. Blige and Barbra Streisand to Seal and Madonna. Now the chairman of Verve Records, Foster has won 16 Grammy Awards. His impact on the music business is legendary.

Marto and Foster met in 1990, and since then the hit maker has been integral to creating EVI’s one-of-a-kind corporate concerts. When he started working with EVI, he saw the opportunity to build completely custom shows for companies, built around specific brand objectives and featuring mixes of talent that can’t be found on the public concert circuit. Each event was truly special and custom, truly supporting and differentiating the brand.

“I love to perform live, and I’m always looking for new ways to get in front of audiences,” Foster explains. “Rather than a one-act show, why not create one-off, multi-artist concerts, bringing two, three or even ten of the greatest superstars together to perform all custom arrangements?”

An EVI concert features Foster conducting his original arrangements from a Yamaha grand piano, backed by many of L.A.’s top session players. They’re typically backed by a full orchestra, to get a lush, symphonic sound. EVI’s visual creative complements this top-quality music with 4K LED walls, custom lighting design and motion graphics. Attendees know they’re experiencing something nobody else has seen.

Foster also has an eye for new talent. Celine Dion, Michael Buble and Josh Groban were all featured on an EVI stage well before and after they became megastars.

The team has created memorable branded entertainment experiences for clients including JCPenney, McDonald’s and the new Premier Boxing Champions league. EVI’s client roster for corporate events includes dozens of major brands such as Intel, Coca-Cola, Aramark, TD Bank, Bombardier, Harley-Davidson, Bentley, Delta and many more.

“It’s a privilege to create collaborations between some of the world’s greatest brands and some of the most iconic musical artists of our time,” Marto says. “David Foster is simply one of the greatest music producers in history, and together we can deliver music initiatives for our clients at an extraordinary level.”