MUSIC. culture. STRATEGY.
We help the world’s biggest brands connect with audiences through music, entertainment and culture.
About us
12:51 Consulting is a strategy agency focused on music, culture and entertainment-driven brand engagement.
We help brands tap into the power of music to create campaigns, partnerships and experiences that resonate.
our clients
Universal Music Group. Backstreet International Music Merchandise. House of Music & Entertainment. Stella Artois. Patrón. L’Oréal Paris. Starbucks. Bumble. Budweiser. Unilever. Hellmann’s. Diageo. Dove. And many more.
Our Services
MUSIC & CULTURAL Strategy
Insights-driven strategies to align brands with culture
Campaign development for entertainment-focused activations
Consumer behaviour analysis to enhance engagement
BRAND Partnerships & Activations
Connecting brands with global artists, record labels & events
Strategic partnerships with music industry leaders
Live events, sponsorships, and co-branded collaborations
AUDIO Branding & Strategy
Sonic identity creation for brands
Music-driven marketing campaigns
Licensing & artist collaborations
Meet the Team
12:51 was founded by Max Hardie, a former Universal Music Strategy Director with 12+ years of experience shaping brand strategies for some of the world’s biggest names.
Max works with global artists, record labels, streaming platforms, and cultural institutions to bring brands closer to culture.
Want to build something incredible at the intersection of music, entertainment and culture?
