Positioning a music-licensing product for the people who actually need it

The challenge

Sync licensing is confusing — even to the people who need it. A game developer knows they want music; they don’t always know they need a license. The job: make an intimidating corner of the music business feel simple enough to act on.

The idea

A retro-synth brand with enough personality to stop a scroll, and a campaign built to teach as it sells — name the real problem (expensive, tangled, slow licensing) and offer a clear way out. I led positioning, messaging, and launch creative with the team at Awen.

People don’t buy what they don’t understand. Make the idea clear, and the product starts to sell itself.