BANGKOK: Mark Beckhaus, Director of Music at Nylon Studios in Sydney and New York, is presenting a Speaker Session called “Sticky Music” at ADFEST 2014.

“Sticky Music” will explore how advertisers and brands can harness the social share-ability of "hit" commercial music, or music that is so catchy, you just have to share it.

“Utilising the power of music networks can magnify PR, improve brand awareness and mine the cultural zeitgeist,” says Beckhaus, who has over 20 years experience in the music industry ranging from artist, to manager and producer.

As co-founder of Nylon Studios, a leading independent music and sound production company, Beckhaus has produced soundtracks for countless major brand campaigns, garnering every major award.

Based in Sydney, Nylon expanded to New York in 2009 where Beckhaus encouraged brands such as McDonalds, JC Penney, and Famous Footwear to move beyond the commercial music format. His "Band and Brands" initiative expanded 30-second commercial tracks into song-length versions, commercially released via online distribution. This included creating artists specifically for the brands and resulted in powerful, self-monetizing marketing and PR.

“Nylon’s workshop will teach brands and agencies how to tap into the power of music, and who better than to present the workshop than Mark Beckhaus, who is so passionate about advancing commercial music production into the digital and interactive realm,” says Jimmy Lam, President of ADFEST.

Beckaus’ career began in Australia as a professional musician, part of a multi-platinum selling Sony Music act which topped the UK and Australian charts. He then moved into publishing and label management, developing numerous platinum selling recording projects.

“Sticky Music” takes place on Day Two of ADFEST 2014 at 2:30pm, Friday 7th March. Delegate Passes can be purchased via

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