Melodics appoints Culture&Theory on new global campaign (Updated)

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AUCKLAND, Today: Melodics has appointed Culture&Theory to help drive further growth for their successful online keys, pads and drums learning platform. To date, Melodics have been doing all of their communications and brand in-house. This was not a pitch.

Culture&Theory is taking on the creative campaign duties for Melodics in their latest push in global and US markets.

Melodics was conceived by former Serato ceo Sam Gribben in the summer of 2014. After working with some of the biggest artists in the music world, he noticed how important pad & cue point drumming was becoming in the overlapping worlds of DJing & production.

Melodics chief revenue officer Tessa O’Rorke said: “Culture&Theory was a fantastic option for us because of their integrated offer and world-class CCO, Regan Grafton, who also happens to be a drummer.


“They were a fantastic option because of their integrated offer and world-class CCO, Regan Grafton, who also happens to be a drummer.”

“It was really important to us that we partner with people who understand us and our audience.”

Culture&Theory MD Jonte Goldwater said: “Melodics is one of those clients that everyone wants to work on. Digitally native, vertically integrated, global and at the centre of one of the fastest moving parts of the music world.”

The win represents further momentum for Culture&Theory, after winning Pink Batts, Tegel Takeouts, Integria Healthcare and Mooven.

About Culture&Theory
Culture&Theory is an integrated brand agency. We do work that matters by setting up strong brand foundations and telling simple, original stories delivered cohesively across channels for a seamless brand experience. With a team who’ve cut their teeth both client-side and agency, we know what’s essential to driving work that is both purposeful and effective.


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