Ese Agency hands over Lyrics magazine to successful artist
Lyrics Magazine is the go-to platform for urban music in Switzerland. It was launched by the trio behind the agency Ese Agency. As part of the agency’s repositioning, the decision was made to create new opportunities for both the magazine and the agency.
The magazine was originally Lyrics was founded as a high school graduation project. This led to the passionate hip-hop fans Elia Binelli, Severin Gamper and Emanuel Ernst becoming entrepreneurs who were able to establish the urban medium without financial support from state institutions or large media companies.
Since 2014 Lyrics is a fixture in the Swiss music landscape and offers reports on social trends, critical scene insights and viral social media videos, among other things. In addition to the hip-hop platform, the trio of founders founded the Ese Agency, which now employs over 20 people. In the core areas of websites, content marketing, branding, campaigning and employer branding, they look after brands such as Migros, Denner, Feldschlösschen and Geberit.
Through the Strategic orientation of Ese Agency towards an increased focus on websites, branding, campaigning and content marketing, expansion and the new location in Zurich the founders have decided to pass on their passion project. This will allow more resources to be invested in the agency. "In the last five years, the rapid growth of the agency has meant that we have not been able to contribute as much strategic and operational input to the magazine as we would have liked. As a result, the further development of the medium has fallen by the wayside. The magazine deserves new impetus," says Elia Binelli about the reasons for the handover.
From the scene for the scene
With the music label "Sektion Züri" by the successful musicians L Loko & Drini, a new owner has been found who is "as close to the community as the Lyrics magazine itself": "We wanted to find a new home for the magazine without making a financial profit from it. A home where the culture is carried on its hands," explains Ernst. This is why the handover, which will take place in summer 2024, will be free of charge.
"As hip-hop artists and fans, we have the highest regard for the work of the Lyrics Magazine and the Ese founders," says the label. "We want to cherish the platform - but also develop it further with a new team in order to continue to offer Swiss hip hop the medium it deserves. All in Lyrics-We see journalistic objectivity as the highest good."
