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Ebert Starts Up We-Enhance - Launches Company With Global Public Service Campaign
Having recently left his role as Executive Director with EMI South East Asia, Hong Kong-based Hans Ebert plans to enhance the entertainment industry with his new multi-media company called We-Enhance and which he describes as being a creatively-driven music-based Entertainment company for the "Next Generation" - one that will work with a number of International business partners and will encompass everything from Sponsorship Marketing, Artists Management and Merchandising to Live Events as well as creating, marketing and owning online, mobile and on-air properties. Another key "mission" for the new company will be Public Service Awareness Campaigns. "It's a pretty terrible world out there and, sometimes, one just has to put money on hold and look at what we can do to make things a bit better," says Ebert. To prove his point and put his money where his mouth is, Ebert and his team at We-Enhance have created PACT - Pedophiles Are Children's Terrorists to raise awareness about pedophiles and laws that are protecting them. Also to be launched through We-Enhance are, not postcards, but, PEACEcards, something inspired by Ebert's idol, the late John Lennon who would have been 67 today (see We-Enhance Birthday Card for Lennon below). Explains Ebert, "Watch the news these days and you cannot get away from hearing about pedophiles and, through the Internet, they have quickly become a global 'epidemic.' It's time to change the laws protecting these criminals and to make all Governments aware of this problem. As for world peace, it goes without saying that we all need to play a role and make ourselves heard over all the din and rhetoric coming out of Washington, Myanmar, Iran, North Korea and nearly everywhere else. At We-Enhance, we hope to make a difference - no matter how small it might be." In advertising before joining the music industry, Ebert, then Regional Executive Creative Director with DDBN was known for his award-winning work in the area of Public Service, his close working relationship with McDonald's Restaurants and spearheading the successful launch of Richard Li's STAR TV. Following his departure from DDBN, Ebert continued his association with McDonald's through his own Creative Consultancy called Beyond The Line and also worked on the launch of Li's high-profile technology company Pacific Century Cyberworks [PCCW]. Says Ebert, "Through We-Enhance, I'll continue to work closely with (EMI/Typhoon Chairman and CEO) Norman Cheng and his team in China - potentially, the next biggest music market in the world and one that is attracting International business partners and artists. We-Enhance will also focus on working with a number of creatively-driven new business partners and create and own new music-based online, mobile and on-air business properties. Anyone who thinks this is not the way to move forward-owning properties and without being tripped up by corporate red tape and petty politics- is completely daft." "Being a musician, Hans has been a huge help in re-positioning Michael Learns To Rock in Asia, especially in China," says Mikkel Lentz, guitarist with MLTR. "He has been instrumental in the area of A&R by helping us with one of our biggest hits in the region - 'Take Me To Your Heart' and, most recently, 'I Walk This Road Alone. We plan to continue working with him on not only when it comes to music but other projects including a possible stage play." In the area of A&R, Ebert has always worked to give Asian music and Asian musicians a "voice." He started to do this at Universal Music by marrying Nelly Furtardo's first hit, "I'm Like A Bird" with a track by India's Asha Bhosle, something he took to a new level when creating and producing duets and Remixes by EMI artists such as David Bowie, Placebo, Gorillaz and then bringing together the music of Robbie Williams with Bhosle, the Godmother of Hindi music. Says Tim Clark of IE, the forward-thinking Management company behind Robbie Williams, "Hans is able to think out-of-the-box and not just come up with ideas, but he makes them happen and which is why it is a joy to work with him." Ebert has always been outspoken and critical of the music industry and what he sees as a "disconnect" between it and artists and fans. Since joining PolyGram which became Universal and, most recently, his five year stint with EMI, he has often said that music companies need to become structured more like ad agencies, how they need to get closer to consumers, fans, artists and management and has openly questioned the qualifications of many Music Executives, especially those in Marketing. Adds Ebert, "Today, the term 'entertainment' comes in all shapes and sizes, plus consumers - and music fans - are spoilt for choice. One needs to tap into the many new business opportunities available and which most music companies have been slow to recognize. It goes without saying it -but I'll say it anyway - that they need to rework their current business models and not just sit around having meaningless meetings and mouthing clichés like 'providing them with what they want, when they want it.' "In the entertainment business, there can no longer be a Them versus Us attitude. We all have the same power and the technology at our fingertips to call the shots. The key is to have a team around you that does not just hang about shooting blanks. That's where I believe We-Enhance has a definite USP - Unique Selling Point: The Creative Talent to Make a Difference."
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