Sony Music

The Client

Sony Music Group is one of the Big Three major music companies. The company represents global artists and shapes culture through music. Alongside its commercial activity, Sony is committed to driving positive social change through long-term investment and community support.

The Challenge

In 2020, the Black Lives Matter movement sparked global protests and calls for justice, pushing conversations on structural racism and social inequality. Motivated by the movement, Sony Music Group created a $100 million ‘Social Impact Fund’ to tackle racial injustice, support communities and help address inequality for lasting change.

But, to maximise and deliver meaningful impact, the initiative needed visibility. Without strong awareness, the scale of the investment and the work of its beneficiaries risked going unseen.

The Thinking

We amplified both the fund and the voices behind it. We worked with Sony to raise awareness about the fund in the UK and generate widespread press coverage across national newspapers, TV and radio such as iNews, BBC Radio 5, The Independent and Business Insider. Additionally, coverage was secured in music-focused outlets like NME, Record of the Day, Music Week and Music Business Worldwide too..

Alongside media outreach, we worked closely with the beneficiaries and funded charities, providing strategic counsel, messaging support and media training to help them tell their stories.

To reinforce long-term impact, we also developed and produced a Social Justice Fund Impact Report designed to showcase real-world impact of the fund and create an enduring communications asset.

The Results

The campaign secured over 70M+ readership with widespread, high-quality coverage across national, business and music media, significantly increasing visibility of Sony Music Group’s Social Impact Fund in the UK.

Beyond press impact, supported organisations were better equipped to tell their stories, while the Impact Report provided a powerful tool to demonstrate ongoing progress and milestones to internal , strengthening Sony’s position as a leader in driving meaningful, long-term change.

Sony’s efforts toward the cause are still ongoing today. In addition to providing the beneficiaries with funding, Sony is supporting these causes on a holistic level with employees and artists becoming involved through volunteering their time and skills, mentorship, leading workshops and more.