By Greg Hazley
Muzak, the "elevator music" brand which survived a 2010 bankruptcy restructuring and later sale, is being re-introduced as Mood Media, the name of its 2011 acquirer.
Fleishman-Hillard is handling the launch and re-branding for Toronto-based Mood Media, which bought Muzak in a $345M deal in March 2011.
The company, which acknowledged the end of "an iconic American brand and pop culture reference," said it wanted to combine its portfolio companies, including Muzak, Mood Media and its DMX music licensing service, into a single global brand.
NPR's Audie Cornish noted that Muzak "could never quite shake its reputation for cheesy elevator music."
Mood Music, which re-branded itself from Fluid Music Canada in 2010, said it serves more than 560,000 businesses in 55 countries, reaching 150M people daily.
"Most consumers in North America and Europe have experienced Mood without knowing it because our clients include top global brands worldwide such as Gucci, W Hotels, Crate and Barrel, and Tommy Hilfiger, among others," said chairman and CEO Lorne Abony. |