Former TikTok creative licensing executive Rich Sica and commercial music industry veterans Jack Bradley and Aleena Bissett have teamed up to launch Juice, a new music company with a laser-focus on social media and short-form online content for brands and creators. This team was built by combining their expertise in the nuanced needs of music for social-first creativity. Focusing on speed and the ear-worm ethos inherent to effective social posts, they will partner with brands, marketers and content creators to produce both bespoke and customizable ready-to-go music solutions that drive brand 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.
Juice 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. 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. Recognizing the incredible importance of creators in the social sphere, they are putting artists at the forefront of their sonic approach for campaigns to be launched across TikTok, Instagram Reels and YouTube Shorts. Their approach focuses on creative synergy and customizability. From a deliberately curated music library of tracks created by artists, to tracks created for the unique creative scope of a short-form campaign, Juice knows that finding the right song is worth the squeeze.
While creativity and collaboration are top priority for Juice, they also understand the hurdles for brands when it comes to producing content that engages viewers in a relevant and timely manner, while still avoiding the legal pitfalls of media clearances in the murky digital age. Notes Bradley, “Music clearance is regularly a top challenge for brands when navigating the rapid production cycle for social media content. 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.”
Juice Advising Creative Director Rich Sica 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 Jack Bradley and Head of Production Aleena Bissett, who will continue to run commercial music shop HiFi Project in addition to Juice, will bring their deep artist and record label relationships and dexterity for commercial music production to streamline artist, label and brand collaborations on a social media timeline and scope. 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.
About Juice
Juice is a new flavor of music company focused on social-first creativity. Offering custom, sip-sized music solutions for social media and short-form content, their team and curated network of seasoned producers, artists and influencers understands the power of music to create social campaigns that engage and excite.
