MAMA’s Sonic Boost

British music and live entertainment group MAMA has switched its ad sales business from Unanimus to Sonic, with digital development director Lisa Chadwick saying the company needs to work with a team that understands the increasingly important role of online in the music market.

Sonic will now handle the ad sales for all 15 MAMA venues, its festival sites, and 2.3 million monthly emails.

Sites and databases include The Fly and Barfly, the entire Mean Fiddler group of venues including the re-branded HMV Hammersmith Apollo, club venues such as Heaven (including G-A-Y and Popcorn), the Jazz Cafe and major festivals such as Lovebox, The Great Escape and Global Gathering.

Sonic commercial director Lawrence Cooke said it will strengthen his company’s “undoubted hold” on the indie and rock market.