Key Production Group has launched a new product development division, Key Intel.
The bespoke physical music and packaging manufacturing broker is also set to enter the Irish market, with the hire of Irish consultant Ann-Marie Shields.
Key Intel, led by strategy director John Service, will oversee the ideation, creation and release of new products, expanding Key Production Group’s diverse range of offerings.
Since 2011, Key Production Group has been the umbrella group company for Key Production. The group consists of Key Production, an award-winning physical music and packaging manufacturing broker; Breed Media, which helps emerging bands create physical formats of their music; Think Tank, a design and packaging company specialising in cosmetic, luxury, design, food and drink brands; and Modo Design, an in house-design studio.
This new division will focus on identifying new offerings for these markets, working with creatives to push boundaries and inspire new possibilities.
The new development group will manage the entire lifecycle of a product – from ideation, development and prototyping, to launch.
“By following a clear and structured pathway, Key Intel will ensure that each new offering undergoes careful refinement and evaluation at every stage,” said a statement.
The creation of Key Intel follows a series of developments at Key Production Group, including the launch of SMART formats in 2024. These formats blend physical products with bonus digital content, opening up commercial opportunities for creative brand marketing.
We are excited to help our clients push boundaries and bring creative ideas to life
John Service
Last year, Key Production Group incorporated SMART technology into the Grammy-nominated box set for AlphaWolf’s third album, Half Living Things, in collaboration with SharpTone Records.
Key Intel already has a series of exciting, new developments in the pipeline, including a groundbreaking new multi-disc boxset series, 3D packaging that goes beyond the standard 2D formats and a 100 % recycled alternative to shrink wrap - reinforcing Key Production Group’s commitment towards sustainability and innovation.
John Service, strategy and sustainability director at Key Production Group, said: “For the past 34 years, Key Production has been at the forefront of innovations in the physical music and packaging space. Now, the creation of Key Intel will allow us to focus even more on product development. We are excited to help our clients push boundaries and bring creative ideas to life.”
After opening its award-winning services to the European market in 2024, Key Production is set to expand into Ireland, appointing Irish-based music consultant Ann-Marie Shields. Careers manager at BIMM Institute Dublin and director of Minding Creative Minds, Shields was a founding director of the Association Of Independent Music Ireland. She has worked extensively in the music industry since the 1990s and founded her own independent label AMS Records.
Ann-Marie Shields, Ireland consultant for Key Production Group, said: “After successfully entering the European market in 2024, I am delighted to facilitate the further expansion of Key Production Group into Ireland. Having grown up in Ireland myself, I am passionate about Irish music and look forward to bringing Key’s award-winning services into Ireland.”
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