SESAC, Inc.

SESAC is a performing rights organization, collecting royalties and paying songwriters on the one side, and collecting licensing fees – from radio stations, restaurants, nightclubs, etc. – on the other. The company constantly strives to keep its industry profile high while working to please two very different sets of customers. Over the course of a long and productive relationship, SESAC has counted on Cronin Creative to execute a wide variety of design projects and craft everything from press releases to executive speeches to corporate video scripts.

“We lean on Cronin Creative to step up quickly. Because they truly understand SESAC, they’re able to turn the work around in a very timely manner. That’s huge for us.” – Ellen Truley, Vice President, Corporate Communications, SESAC, Inc.

Challenge

As one of three music rights organizations in the US, SESAC serves a two-pronged audience, with songwriters and publishers on the one side, and licensees, who pay for the use of SESAC-affiliated music, on the other.

Communicating a consistent and clear message that successfully engages and satisfies creators and consumers requires an understanding of the complexities of the music licensing process and the sensibilities of the people on both sides of the music licensing equation.

Solution

As the industry shifted from CDs to streaming and music licensing technology began to evolve, Cronin Creative and SESAC began a long-term partnership, with Cronin Creative serving as an ad hoc, off-site graphic design and communications department. In the process, the Cronin team gained a uniquely broad understanding of the intricacies of music licensing. Cronin Creative’s distinctive work became central to the SESAC corporate look and feel and to the tone of their communications. The company helped SESAC clearly articulate all of these changes and their significance, as they occurred, to affiliates and licensees alike.

Result

Over the past decade, SESAC has grown exponentially, leading the way technologically while affiliating some the biggest names in the business. Today, SESAC is at the forefront, strategically positioned as a key player in the ever-evolving, 21st century digital music business.