Former TikTok creative licensing exec Rich Sica and commercial music industry vets Jack Bradley and Aleena Bissett have teamed to launch Juice, a music company focused on social media and short-form online content for brands and creators. The new venture 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 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. Juice has adopted a sonic approach for campaigns to be launched across TikTok, Instagram Reels and YouTube Shorts. Juice offers both exclusive, pre-cleared music and custom collaborations with its network of diverse and talented musicians.
Juice advising creative director 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. He also served at agencies like R/GA and 72andSunny.
Juice managing director Bradley and head of production Bissett will continue to run commercial music shop HiFi Project in addition to Juice.
Object & Animal Signs Director Alana O’Herlihy To Its Global Roster
Object & Animal has added multidisciplinary artist, photographer and director Alana O’Herlihy to its roster for exclusive worldwide representation spanning commercials, branded content and music videos. This marks the first production house representation for O’Herlihy. Her portfolio encompasses a wide range of visual artistry, from directing films and music videos to creating photographic stills. Known for a unique blend of analog and digital mediums, O’Herlihy’s work includes leading brands and top-tier magazines, where her vision consistently sparks conversation and brings heightened visibility to her subjects. Her glamorous, campy style pushes the boundaries of conventional artistry. Among her notable directorial credits is the Miley Cyrus music video “Prisoner” featuring Dua Lipa. “Alana’s ability to seamlessly merge old mediums with cutting-edge processes is a testament to her boundless creativity,” said Emi Stewart, executive producer at Object & Animal. “Her work challenges conventions while celebrating the visual grandeur of both past and present.” Object & Animal maintains offices in London, Los Angeles and New York. Read More