Entertainment Lions for Music
The Entertainment Lions for Music celebrate creative musical collaborations and branded music content.
The work should demonstrate original production, promotion or distribution of music for brands. It should creatively leverage a recording artist or platform to communicate with consumers.
The work should demonstrate original production, promotion or distribution of music for brands. It should creatively leverage a recording artist or platform to communicate with consumers.
Overview
A number of criteria will be considered during judging, weighted as follows: 30% creative idea; 20% strategy & insight; 30% craft & execution; 20% results.
Brands refers to talent, artists, creators, influencers, organisations, sponsors, platforms, media owners, rights holders or any entity that produces and distributes products and content related to the music industry.
There is no overall limit to how many times the same piece of work can be entered into Entertainment Lions for Music as long as the categories chosen are relevant.
All case films, films, demo films and original content must be subtitled in English.
Brands refers to talent, artists, creators, influencers, organisations, sponsors, platforms, media owners, rights holders or any entity that produces and distributes products and content related to the music industry.
There is no overall limit to how many times the same piece of work can be entered into Entertainment Lions for Music as long as the categories chosen are relevant.
All case films, films, demo films and original content must be subtitled in English.
A. Branded Content for Music
Creative music content to promote a track, album, artist or brand.
A01 Excellence in Music Video.
Exceptional examples of original music videos and interactive music videos.
A02 Brand or Product Integration into Music Content.
Relevant and symbiotic brand integration into music videos or other music content.
A03 Use of Original Composition.
The impact and success of original music compositions created specifically for a brand’s use. The artistic achievement of the track itself will be considered, as well as its successful use in branded content.
A04 Use of Licensed/Adapted Music.
Placement of a track that has been licensed or adapted by, but not specifically created for, a brand for use in its communications. The sourcing and suitability of the music for the brand and content will be considered.
A01 Excellence in Music Video.
Exceptional examples of original music videos and interactive music videos.
A02 Brand or Product Integration into Music Content.
Relevant and symbiotic brand integration into music videos or other music content.
A03 Use of Original Composition.
The impact and success of original music compositions created specifically for a brand’s use. The artistic achievement of the track itself will be considered, as well as its successful use in branded content.
A04 Use of Licensed/Adapted Music.
Placement of a track that has been licensed or adapted by, but not specifically created for, a brand for use in its communications. The sourcing and suitability of the music for the brand and content will be considered.
B. Music-Led Brand Experience
Meaningful, engaging experiences and activations created to attract or maintain an audience.
B01 Live Music Experience.
The design and production of experiences with music at the core. This may include but is not limited to concerts, stunts, installations and activations held physically or within virtual worlds.
B02 New Realities & Emerging Tech.
Immersive experiences that creatively push the boundaries of technology within music entertainment. This could include, but not be limited to, AI, AR, VR, XR, wearable tech and mobile devices, voice technology, blockchain technology, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.
B01 Live Music Experience.
The design and production of experiences with music at the core. This may include but is not limited to concerts, stunts, installations and activations held physically or within virtual worlds.
B02 New Realities & Emerging Tech.
Immersive experiences that creatively push the boundaries of technology within music entertainment. This could include, but not be limited to, AI, AR, VR, XR, wearable tech and mobile devices, voice technology, blockchain technology, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.
C. Community
Work that focuses on the development, maintenance and nurturing of a community or fanbase.
C01 Fan Engagement/Community Building.
Strategic initiatives designed to build and engage an artist's fanbase, enhancing community activity and brand affinity.
C02 Influencer & Co-Creation.
The creative and innovative use of content creators, streamers and/or influencers to drive a brand’s message and engage with a specific audience through music. This may include, but is not limited to, collaborations, sponsored content and user-generated content.
C01 Fan Engagement/Community Building.
Strategic initiatives designed to build and engage an artist's fanbase, enhancing community activity and brand affinity.
C02 Influencer & Co-Creation.
The creative and innovative use of content creators, streamers and/or influencers to drive a brand’s message and engage with a specific audience through music. This may include, but is not limited to, collaborations, sponsored content and user-generated content.
D. Partnerships
Exceptional strategic partnerships between brands and music entities.
D01 Brand Partnerships, Sponsorships & Collaborations.
Strategic brand partnerships and collaborations that leverage music, branded content and entertainment to meet specific business goals and mutually benefit everyone involved.
D02 Partnerships with Music Talent.
Strategic partnerships between a brand and a known music artist or personality to co-create and develop branded content or products to further a brand’s reach, increase engagement and drive business. The work will be judged on how effective and mutually beneficial the partnership was.
D01 Brand Partnerships, Sponsorships & Collaborations.
Strategic brand partnerships and collaborations that leverage music, branded content and entertainment to meet specific business goals and mutually benefit everyone involved.
D02 Partnerships with Music Talent.
Strategic partnerships between a brand and a known music artist or personality to co-create and develop branded content or products to further a brand’s reach, increase engagement and drive business. The work will be judged on how effective and mutually beneficial the partnership was.
E. Challenges & Breakthroughs
Creative and innovative work that is brought to life through deep cultural insight, regional context and progressive thinking.
E01 Diversity & Inclusion in Music.
Brand-led creative work that leverages music to tackle and confront disparities based on sex, sexuality, disability, age, race, ethnicity, origin, religion or other status within the music industry.
E02 Innovation in Music.
The innovative use of music platforms and technology for a brand or artist. This could include, but not be limited to, streaming platforms, video hosting services, virtual worlds, playlist strategies, apps and wearables. Focus will be placed on the creative application of technology to enrich a brand’s content and its product or service. Does not include prototypes of early-stage technology.
E03 Challenger Brand.
Brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.
E04 Social Behaviour.
Work inspired by a specific audience or community, relying on identifiable social behaviour. The work should demonstrate how leveraging insights into consumer behaviour can create a powerful connection with a brand.
E05 Use of Humour.
Work that celebrates the art of humour in branded communications, infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.
E06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
E07 Cultural Engagement. NEW
Work that honours marketers who craft strategic solutions rooted in the lived experiences of culturally grounded communities. This approach reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how diverse audiences choose brands and media experiences, driving growth and impact.
E01 Diversity & Inclusion in Music.
Brand-led creative work that leverages music to tackle and confront disparities based on sex, sexuality, disability, age, race, ethnicity, origin, religion or other status within the music industry.
E02 Innovation in Music.
The innovative use of music platforms and technology for a brand or artist. This could include, but not be limited to, streaming platforms, video hosting services, virtual worlds, playlist strategies, apps and wearables. Focus will be placed on the creative application of technology to enrich a brand’s content and its product or service. Does not include prototypes of early-stage technology.
E03 Challenger Brand.
Brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.
E04 Social Behaviour.
Work inspired by a specific audience or community, relying on identifiable social behaviour. The work should demonstrate how leveraging insights into consumer behaviour can create a powerful connection with a brand.
E05 Use of Humour.
Work that celebrates the art of humour in branded communications, infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.
E06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
E07 Cultural Engagement. NEW
Work that honours marketers who craft strategic solutions rooted in the lived experiences of culturally grounded communities. This approach reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how diverse audiences choose brands and media experiences, driving growth and impact.