NEW YORK CITY – Juice (https://juicemusic.com) is a new music company formed by former TikTok creative licensing executive Rich Sica and commercial music industry veterans Jack Bradley and Aleena Bissett. The company has a specific focus on social media and short-form online content for both brands and creators.
Juice plans to partner with brands, marketers and content creators to produce both bespoke and customizable, ready-to-go music solutions that drive awareness for their partners. Curating an ever-growing library of tracks that were made by relevant artists and brand music experts will allow marketers to move very quickly without sacrificing creativity and engagement.
Sica, who serves as Juice’s advising creative director, recently spent two-and-a-half years at TikTok, overseeing creative music licensing across North America and LATAM markets, and working with brands that leveraged the platform’s first audio library and royalty-free music, and the platform’s distribution and artist marketing service, SoundOn. Paired with a decade of experience spanning roles at top agencies, like R/GA and 72andSunny, and working across various roles in the music industry, his background will allow him to spearhead influencer relations with a holistic understanding of all ends of the process.
Juice managing director Bradley and head of production Bissett will continue to run commercial music shop HiFi Project, in addition to Juice. The team’s collective experience includes sonic collaborations on social media campaigns for top brands, including Progressive, Dunkin Donuts, Aetna, Macy’s and Simmons, among numerous others.
The Juice team knows the vital role music can play in putting brands in the driver’s seat of their campaign’s success, and the importance of a streamlined process that navigates the potential legal woes that accompany music for the space. Together, they will tap into an extensive network of composers and artists primed for short-form musical scoring, ranging from Grammy-nominated composers and producers to viral TikTok creators.
“Music clearance is regularly a top challenge for brands when navigating the rapid production cycle for social media content,” explains Bradley. “We are making the process as turnkey as possible with Juice by offering both exclusive, pre-cleared music and custom collaborations with our network of amazingly diverse and talented musicians. We understand that to be relevant on social media you have to be fast, but we know you can’t sacrifice creative synergy and copyright laws to make that happen.”
“For social media content, users are physically on their phones, and sometimes brands don’t realize what a different level of engagement that can be,” adds Sica. “Social media has completely changed the content game for brands, but there is so much potential within that new landscape. With the possibility of reaching millions of eyeballs in less than 48 hours with constant organic engagement, the true reach of a carefully executed social campaign is truly invaluable.”