PRS for Music Strategy

SHIFTING A BRAND’S PERCEPTION

PRS for Music is a society of songwriters, composers and music publishers. It licenses organisations to play, perform or make available copyright music on behalf of their members and distribute the resulting royalties to them fairly and efficiently.

Onstory was tasked with helping PRS to shift public perception: although well known within the music industry, it was neither well known or trusted amongst the general public. We therefore devised a strategic re-position to shift PRS for Music from ‘The Music Police’ to ‘a non-profit organisation supporting writers and composers to earn a living with their music’.

The brand re-positioning used emotionally-targeted campaigns to build empathy in PRS’ primary audience and successfully shifted perception as per the brief, leading to an uplift of purchased music licenses.