Principal Conductor: Maurice Hamilton

Established in May 1999 The SMC Group is an international rights procurement agency, that specializes in creating fitting partnerships between brands and international or domestic rights holders.

The SMC Group first began as a firm specializing in developing awareness of music projects in specific markets from the grassroots level upwards. Using traditional platforms such as radio, TV, press, street and online we consistently moved artists from the specialist scene into the mainstream consciousness. Given the success of our work, we formed strong relationships at all levels in the music industry – record labels, managers, and the key players at all the above mentioned media outlets.

Although the same model was used in each of the countries we covered – all the major markets in Europe – it was nonetheless tweaked depending on our understanding of the cultural nuances and differences of each place. Each artist was carefully analyzed and a specific campaign plan was devised which would target the markets in which the act was most likely to achieve success. In focusing resources to the hottest markets first, the domino effect of careful timing combined with a credible campaign led to region-wide triumphs.

SMC played a key role in the development of a number of acts across Europe, including Nelly Furtado, Damian Marley, Neyo, Jay-Z and Sean Paul. Over time we found that our experience in the European and US markets had put us in a position of expertise where we were being asked by talent and labels to work on projects outside of the conventional channels. Approximately 9 years ago in 2004 we began looking into a number of ways to generate revenue and exposure from non-traditional sources. We found that co-marketing brand partnerships were ideal in every respect – they offered the potential for nation-wide, region-wide and international exposure attached to financial commitments for both talent and the labels they were signed to. Thus the evolution from music marketing and PR to music and brand partnerships was born.

SMC’s background in the music industry was appealing to brands and gave us the understanding needed to create relationships that maximized the benefits for all parties involved. Our international experience gave us the added knowledge needed to tailor partnerships according to the distinctions that we knew to exist between varying countries and regions. As our proficiency grew and we saw the opportunities available outside of Europe and the US, SMC began to expand into a global enterprise, opening offices in Asia Pacific, Africa and the Caribbean. Through this experience we gained an understanding of the industry and progressed naturally into co-marketing ventures. Despite all the developments that have taken place at SMC, we have always maintained our roots. Today, the company is split into two divisions: one that handles the marketing and PR needs of entertainment based clients, and the other that looks after traditional rights procurement and branded entertainment.

Where We Are

  • London - UK(HEAD QUARTERS)
  • Paris - FRANCE
  • Berlin - GERMANY
  • Amsterdam - HOLLAND
  • Milan - ITALY
  • New York - USA
  • Johannesburg - SOUTH AFRICA
  • Istanbul - TURKEY
  • Mumbai - INDIA
  • Sydney - AUSTRALIA
  • Dubai - MIDDLE EAST
  • Lagos - NIGERIA
  • Mexico City - MEXIXO
  • Hong Kong - ASIA PACIFIC
  • London - UK(HEAD QUARTERS)
  • Paris - FRANCE
  • Berlin - GERMANY
  • Amsterdam - HOLLAND
  • Milan - ITALY
  • New York - USA
  • Johannesburg - SOUTH AFRICA
  • Istanbul - TURKEY
  • Mumbai - INDIA
  • Sydney - AUSTRALIA
  • Dubai - MIDDLE EAST
  • Lagos - NIGERIA
  • Mexico City - MEXIXO
  • Hong Kong - ASIA PACIFIC


Here at the SMC Group we see ourselves as matchmakers. We specialize in developing unique relationships between brands and rights holders, acting as a sort of dating coach for each. Throughout the courtship period and beyond, we help our clients assess partner suitability and evaluate exchangeable assets to create distinctive unions that ensure a return on investment. with our strong industry relationships and over a decade of experience in international procurement, the SMC Group understands what it takes to get the job done.

  • Product Placement
  • Talent / Rights Sourcing
  • Music Licensing
  • Asset Procurement & Exploitation
  • Deal Negotiation
  • Contracting & Legal Services
  • Brand & Campaign Assessment
  • Objectives & Target Setting
  • Strategy Planning & Implementation
  • Project Evaluation
Our global system is continually impressed with Maurice and SMC… and we certainly don’t always make things too easy :) Whether local or global, not only is SMC innately dialed–in to the nuances and complexities in working with a large global brand, but they truly understand our musical objectives and prioritize excellence. Above and beyond the rest: SMC maintains the rare skill to expertly bridge the often turbulent gap between brands and the music industry. Joshua Burke - Global Head of Music Sourcing,
Global Marketing & IMC - The Coca Cola Company


Akon – Pepsi ‘Oh Africa’ Campaign

Robin Thicke & Paula Patton – Remy Martin ‘Things Are Getting Interesting’ Campaign

Alesha Dixon – Impulse Campaign

Roberto Cavalli – Coca Cola Light Partnership

Big Sean – Axe South Africa

Jorgie Porter – Pot Noodle

Louise Thompson – End Marmite

Sophie Ellis Bextor – Persil ‘Mosh & Wash’ Campaign

Kanye West – Castle Lite Performance

Elephant Man & Usain Bolt – Puma ‘Stick Stick Stick’ Campaign

Marlies Dekkers – UK Fashion Press Dinner

Swizz Beatz – Hasbro Simon Flash Campaign

Vernon & Gladys Kay – Flora Cuisine Campaign

Sean Paul – Remy Martin & Sandals Partnership

London 2012 – Monster Olympics Campaign

Alexandra Burke – Sure Campaign

Itumeleng Khune – Vaseline for Men Campaign

Shaggy, T-Pain & Tami Chin – Pepsi ‘Kung Fu Fighting’ Campaign

Ben Cohen – Persil Non Bio ‘Cuddle with Confidence’

Kelly Brooke – Axe ‘Apollo’ Campaign

Fabolous – Remy Martin Promotion

Corey Lee – La Perla

Gennaro Contaldo – Bertoli Spread Olive D’Oro Awards 2013

Mr. Motivator – Walls ‘Share A Smile Help A Child’

Christian Wood – Dove Haircare Brand Ambassador

Binky Felstead – Solero Exotic Launch

Daniel Boaventura – Lux Promotion

Benedetta Parodi – Carte D’or Ice Cream Campaign

Minnie – Motions Brand Ambassador

Mark Hayes – Comfort Brights ‘5 Outfits, 50 Looks’

Efes Beer – Virgin Records 40th Anniversary

Sara Cox – Radox – Matey Book Campaign

Kate Garroway – Flora Buttery Brand Ambassador

Robby Boyd Band – Ben & Jerry’s Core Tour Live Music

Laetitia Milot – Rexona Campaign

James Argent – Walls Sampling Activation

Joko Winterscheidt ‘Das Axe Black Shirt’ Campaign

Woolworths ‘RE: F.I.T. Jeans’ Campaign

Gail Simmons – Lipton Ice Tea Promotion

Big Sean – Blackberry Campaign

Toni & Guy – Matthew Williamson ‘Hair Meet Wardrobe’ Partnership

Lichtfaktor ‘Light The Night’ Campaign

Maserati ‘One of 100 Dubai’ Campaign

Chef Janice Wong & Fretz Storm ‘Magnum Celebrity Masterclass’

Richard Ashcroft – Gucci Performance

UE Boom – Mobo Awards 2014 Celebrity Gifting Suite


Jason Derulo

IAMDDB & Rkomi – Diadora ‘Power By Defiance’ Campaign

Cassper Nyovest – Ciroc ‘On Arrival’ Campaign

Omniya – Sunsilk Advertising Campaign

Tarek Atrissi – Infiniti ‘signature drive’ Campaign

Sara Al Madani – Dove ‘Beauty Bar Experience’ Campaign

Ayanda Thabethe – Ponds Padma Pink Campaign

Mura Masa Music License – Coca Cola ‘This One’s For You Campaign

Ireti Doyle – Fairy – ‘One Drop’ Campaign

Ben Miller – PG Tips Campaign

Tiwa Savage – Pampers

Captain Morgan #Kisstheegg Campaign

Asamoah Gyan – Royco ‘Great Taste Of Home’ Campaign

Nicolas Coster – Mr. Hadley ‘Break Free’ Coca Cola Zero Campaign

Tony Dallara – Coma Prima Music Licensing – Coca Cola Pool Boy Campaign

See More


SMC has proven to have strong connections and are 100% committed to the service they provide Tahani Al-Medlej - Public Relations Executive - Cartier
Having working with smc europe for the very first time i can honestly say i look forward to working with them again on future talent assignments frank lavelle Head of TV Administration DDB London
In working with SMC i have
 always found them to be extremely
  dedicated to their work. Proactive
  in identifying opportunities and
   delivering above and beyond results,
    they have been instrumental to the
     success of many island def jam
matt voss
 EVP international marketing - universal
   music east coast
Anyone working with maurice hamilton knows he's the type of person who always goes the extra mile and always with a simple. Ellen Healy Director of sports and Entertainment - PepsiCo
On behalf of LG Electronics and LG-One, we would like to extend a huge thank you for your overwhelming support and cooperation to make LG SIGNATURE a big success for us. From helping us identify and secure Sara and Chef B, to coordinating the photoshoots and putting up with all our last minute requests. We really appreciate it. Your professionalism during the entire process has been nothing short of spectacular and we could not thank you enough. Joshua Mathias - Senior Account Manager - LG-One


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The SMC Group (Headquarters)
  • +44 207 251 8770
  • Unit 1B Stean Street Studios,
    3-5 Dunston Rd
    London E8 4EH UK