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BMG Production Music Expands With Acquisition of Movie Marketing Mainstay

Immediate Music is a leader in soundtracking film trailers.

BMG Production Music has acquired the flagship Los Angeles-based trailer tune house Immediate Music. Founded in 1993, Immediate is a trailblazer in building a company around the concept of creating original music for movie marketing. It later expanded to include teleproduction with 1 Revolution Music, which was part of the BMGPM deal.

Coming on the heels of last month’s purchase by BMGPM of Paris-based AXS, the move underscores a catalog building trend that has made music libraries a hot “get.” The Production Music Association values the global market for production music at $1 billion worldwide.

Immediate co-founder Jeff Fayman estimates his firm has roughly 4,500 unique compositions in its library, and “closer to 20,000 tracks when you factor in all the different versions, which might be piano-only, or no drums.” Fayman says the deal offers Immediate efficiencies of scale so he and co-founder Yoav Goren can hand off administrative and marketing functions to BMGPM, and spend more time composing and recording.

BMG Production Music has about 12 people doing marketing in the U.S. and 43 worldwide, and that doesn’t include the staff at parent BMG who handle publishing and master recordings,” Fayman tells Variety. “While we’ll be working mainly with the production music group, the idea is we’ll be interacting across the board, creating cool cover versions of pre-existing songs, freshening up old master recordings and sort of breathing new life into certain things, as appropriate. We’ll bring our cinematic sensibilities to areas besides trailers.”

Fayman reveals that several suitors stepped forward but BMGPM stood out, not only for its global infrastructure and affiliate relationships, but for leadership strength in U.S. Managing Director and International SVP Mitch Lijewski. “Mitch was one of the founders of X-Ray Dog, a leading provider of trailer music in the last 20 years,” adds Fayman. “He knows this market very well, and the idea of consolidating our experience and knowledge to expand deeper in existing markets as well as to new areas like videogames is very exciting.”

“Yoav and Jeff came out of the gate in the early ’90s with a fresh sound that was perfect for what trailer editors needed but could rarely find in film soundtracks,” Lijewski says. “I started my company X-Ray Dog in the mid-’90s with an effort to expand on their foundation and refine a new sound of our own.”

When aspiring film composers Goren and Fayman launched Immediate it was, appropriately enough, an immediate hit, carving a niche with sophisticated original symphonic compositions recorded with top orchestras around the globe. The catalog grew to encompass styles including jazz, vocal arrangements, industrial sound design and hybrid orchestral in addition to full symphonic scores.

Its tracks consistently are among the most popular for motion picture — and now television — advertising. From its “Omega 3” release Immediate landed the cut “The Last Ray of Light” in a Netflix “Stranger Things” trailer that has received more than 11 million views since its Friday the 13th debut.

Recent high-profile movie trailer campaigns include “Blade Runner 2049,” “Wonder Woman,” “War For The Planet Of The Apes,” “Beauty And The Beast” and “Star Wars: Rogue One.” Immediate’s music has also been used in international advertising campaigns for Chrysler, Nike, Coca-Cola, Verizon, McDonalds, Axe, Toyota, Ford and Hitachi.

“Production music is one of the fastest growing segments in the industry and BMGPM continues to strengthen and develop the most competitive team in the marketplace,” said Amsterdam-based BMG Production Music worldwide Managing Director Geert-Willem Koolhof said, declining to comment on the price or BMGPM’s expanded market share as a result of the acquisitions.

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