What: An agency that finds
music for commercials and other projects
Who: Beth Urdang and Dawn
Madell of Agoraphone
Where: New York City
When: Started in 1999
Whether they're promoting computers, cars or candy,
advertisers these days are increasingly seeking music for their
audio-branding campaigns. To Beth Urdang and Dawn Madell, two
executives who both had experience in the advertising and music
industries, the marketing trend looked like a promising
opportunity--so they paired up to start a business.
When Urdang and Madell first launched Agoraphone, they worked
from home to develop a music library comprising well-known and
underground scores from a variety of genres and continents. Today,
when advertisers need music to fit their branding campaigns, they
are able to license prerecorded or original scores directly from
Agoraphone. Recent big-name clients like Mitsubishi, Nike, Saturn
and Vodafone are helping to drive year-end sales toward the
$250,000 mark.
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Looking to the future, the partners, both 32, hope their company
will expand its horizons by venturing into television. Says Urdang,
"It's not a question of moving from one into another, but
the goal of [our] company is to do as many different formats and
types of media as possible."
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