25 September 2026

The masterclass „MUSIC AS A COMMUNICATION MESSAGE“

Lithuanian Music Business Association invites music creators, performers and managers to a hands-on masterclass with advertising strategist Tomas Bartninkas, where we will explore how to “employ” music in advertising — not merely as background sound, a jingle, or an emotional layer, but as a communication message in its own right.

We will look at international and Lithuanian examples where music becomes more than just a part of a campaign: it becomes an element of brand character, recognition, and long-term branding. We will analyse how sound helps create emotion, strengthen the message, shape brand memory, and act as a powerful sensory tool in different brands’ communication — or even become an integral part of brand development.

The masterclass will also offer practical advice on how to use music in advertising strategically — so that it does not simply sound, but speaks on behalf of the brand.

About Tomas Bartninkas 
Advertising strategist and Partnership Associate Professor at the Faculty of Communication, Vilnius University. His work with the advertising agency TRUTH has been awarded at numerous advertising festivals, including the first Cannes Lion in the Baltic States.

The masterclass will be held in English.

It's free to attend, but registration is required.

 Don't miss out – spots are limited!

Briefly about the event 

Date

October 7th

Time

4 pm

Place

Conference Hall, 5th floor, Room 501

Duration

2 hours

Attendance

registration ›

Organizers

Lithuanian Music Business Association

More information

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