Gramo og TONO Remuneration

Creating value through music For individuals and companies

Strategy | Concept | Communication | Design

With this launch, Gramo and TONO, as two independent organizations, have for the first time established a common communication concept and a common communication platform for dialogue with new and existing customers.

Making a living from music
TONO makes sure that those who have written a song get paid. Gramo makes sure that those who have sung, played and released it do the same. What they both have in common is to ensure that the copyright on music is maintained, and thus contribute to enabling a life as a music creator.

Music creating value
Where the main message has previously been to inform commercial companies that they are required by law to pay for the use of music, we changed our focus to highlight and inform about the value potential that lies within a conscious music strategy.

Through editorial stories, the recipient gained insight and inspiration to look at music from new and often surprising angles. For example, music is actively used in the treatment of Alzheimer's, where a song can act as a catalyst for forgotten memories. Of other relevant stories, the research project of Dorothy L. Retallack from the early 70's can be mentioned. Her ambition was to prove that plants react differently to different genres of music.

Why pay for music?
Through interviews with music creators, we made visible what it means to live off music today and the importance of Gramo and TONO existing.

Communication as an editorial product
This project involves the development of a new communication strategy, content production, art direction, identity design and editorial templates. The editorial content is the starting point for a magazine, a campaign website and advertising on various surfaces. Two issues of the magazine will be launched per. year.

Gramo and TONO have a overlapping market in the background music segment, and through a very good collaboration with Skilhagen, our two companies have for the first time created a concept that shows this value in a combined and for us in a new way
Rita Mamelund, Communications Manager, Gramo

Studiophoto: Einar Aslaksen
Studiophoto: Einar Aslaksen
Studiophoto: Einar Aslaksen

Visualization of music as a visual identity
Music can change and affect a situation without having a physical presence. The surroundings and experiences are colored by the music, a concept we wanted to visualize through the visual profile. Color gradations operate as an independent visual layer in the profile. They influence, but do not take into account the current context in which they are placed.

Music provides value to both individuals, companies and society in general. It is important for both TONO and Gramo to show that music is valuable, and that it benefits companies that use it as a strategic tool. We are proud of the project we have now launched.
Willy Martinsen, Communications Manager, TONO

Studiophoto: Einar Aslaksen
Studiophoto: Einar Aslaksen
Studiophoto: Einar Aslaksen
Studiophoto: Einar Aslaksen

Studiophoto: Einar Aslaksen
Studiophoto: Einar Aslaksen

Studiophoto: Einar Aslaksen
Studiophoto: Einar Aslaksen

The logo of Verdien av musikk is the symbol of a crescendo, a concept of music that describes a gradually increasing volume. This symbol also refers to the letter V in Verdien av musikk. The use of a single letter as a logo we also find in Gramo and TONO's individual identities.

It is impressive to create an editorial solution that manages to convey that music is important. We believe that this investment can attract new and existing customers.
Visueltkonkurransen 2019 jury

The value of Christmas music
In connection with Christmas and Christmas shopping, Gramo and TONO sent out a joint Christmas card to existing and new customers. A separate feature article was also written about the phenomenon of Christmas music, and the use of music in shops and malls around Christmas time.

Illustration: **Kristian Hammerstad**. Studiophoto: **Einar Aslaksen**

Launch with Professor of Brain Psychology
In connection with the launch of Verdien av musikk, Stefan Kølsch, the German professor of brain psychology, gave a lecture on the influence of music on memories, and how he uses this actively in his research on dementia and Alzheimer's.

**Brain psychologist:** Stefan Kølsch with a lecture at the launch of Verdien av musikk