We're Playing Your Song

DMI's staff includes some of the most successful music-branding composers, musicians, and producers in the industry. Our music team is ready to craft ear-catching, made-to-order musical solutions of any scale.

Our award-winning, GRAMMY®-nominated creative talent works in our state-of-the-art digital recording studio, one of North America's largest. Our studio enjoys a long-standing, industry-wide reputation as a unique, creative environment, with a highly trained technical team, top-notch service, and both the latest and most time-tested technologies and instruments.

Our music studios have hosted some of the world's most renowned recording artists such as Chick Corea, Dave Grusin, Herbie Hancock, Bob James, Mark Mancina, and Randy Newman, and worked with the Legends of Jazz Series on the PBS Network.

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Objectives
• Offer original songs that complement and extend the Victoria’s
Secret brand
• Create a retail music product to be sold as a “purchase-with-purchase” promotion during the holidays and to increase sales in this critical season
   

Solution
DMI’s CEO and Chief Creative Officer Tena Clark developed, wrote, and produced 11 original orchestral tracks exclusively for Victoria’s Secret for the “Heavenly” CD project. Ms. Clark received conceptual direction from the brand stakeholders and then hand-crafted each song to reflect the mood and the essence of the Victoria’s Secret brand. Tena wrote, produced, and recorded all of the music on-campus at DMI, utilizing the company’s state-of-the-art recording facilities to bring her creative vision to life. The CD gave Victoria’s Secret customers exclusive music that could only be found at retail locations.

Results
The “Heavenly” CD sold over 750,000 units through Victoria’s Secret stores in just six weeks. The CD could be purchased for $4.99 with any purchase of $25.00 or more, and contained a $10 coupon inside, resulting in incremental revenue and product sales for the brand. The CD was so popular there continues to be a high demand for it today.