MUMBAI: José Woldring (CEO, The Media Nanny), Rik Woldring (former MD The Media Nanny) and Peter Meere (former VICE) have joined forces to become the new creative player in the music and entertainment industry. With over 25 years of experience combined, the three partners have the knowledge of the industry and its roots at the core and can offer inimitable insight to their clients in the worlds of music and entertainment. Big enough to benefit from an extensive network, but small enough to make fast decisions and keep moving quickly, The Brand Father will pride itself on creating informed strategies that tell a story between talent and brands.

Over the past ten years, José Woldring has earned an outstanding reputation in the realms of entertainment and PR by helping artists and creative brands build an audience and craft their narrative through a mix of media. Representing a portfolio of artists like Martin Garrix, David Guetta, Oliver Heldens and Gianluca Vacchi in the ever-changing digital landscape, there is a growing need for more than just PR, but rather an integrated marketing communications approach.

“I started The Media Many to help the young artists I was surrounded by; nobody was offering them what they needed. It felt very natural to help them with their PR and social media. Now - almost ten years later - I want to share my experience and my network with brands and help them to create relevant campaigns that contribute to the brand mission as well as adding value to the music industry. I realised quite quickly that a special approach was needed and that it had to be something that was separate from the Media Nanny and so the idea to start The Brand Father with my brother Rik and Peter Meere was born.” says José Woldring.

The Brand Father can identify well with one of The Media Nanny’s latest projects; Making Moves in Music executed for social network-app Bumble, to make the dance-industry more accessible for upcoming female artists. Making Moves in Music is a campaign that created awareness around the imbalance between men and women in the music industry and made steps to restore the balance. This is a good example of a solution that added value for the brand as well as value to the industry, something that The Brand Father will always strive for.

The Media Nanny former MD Rik Woldring says, “For me, starting The Brand Father with Peter and José feels like a very logical next step. In the past years, José and I have expanded The Media Nanny into an all-round player in the worldwide music industry by signing artists like The Black Madonna, Joris, Voorn and organisations such as DGTL, Audio Obscura and Ushuaïa Ibiza - in addition to the big cross-over names like Guetta and Garrix. I’m convinced that with the network and goodwill we have created over the years, The Brand Father can offer a unique service that is of great added value for brands that want to connect with consumers of music and entertainment. ”

Peter Meere, who was earlier with VICE comments, “My experience at VICE, where I translated the needs of our clients into relevant solutions, combined with the knowledge of José and Rik of the music industry is a golden combination. Not only do I have faith in the fact that we can offer the best work for our clients, but we can really be of value for the music industry overall. And I’m so excited to start this!