• by Larissa Faw , October 14, 2014

It was an end to an era for alternative music lovers when Filter, the California-based music magazine, marketing agency and festival promotion company announced it was closing up shop this summer.

Now, Filter co-founder Alan Sartirana is launching his next endeavor: Anthemic Agency, a full-service global creative agency specializing in strategy, campaign development, content creation, talent acquisition, turnkey project management, event production and  public relations.

"Anthemic is a natural progression and growth from what had been accomplished with my prior company,“ says Sartirana. "I have always been passionate about brand and culture marketing, and Anthemic is a vehicle through which to expand into other areas Filter didn’t cover, like broader scopes of culture and lifestyle, including sports, travel, technology, food and hospitality areas among others."

Headquartered in Los Angeles, Anthemic employs a collective of 20 including marketers, producers, artists, editors, curators and creators. The agency's clients encompass a wide range of lifestyle disciplines, from automotive to music to retail to film and television. Clients at launch include Toyota, Saatchi & Saatchi LA, Guitar Center, Burton, DirecTV and Whole Foods.

"Anthemic is heavily focused on emerging and innovative opportunities that enable us to deliver brand experiences that haven't been seen before and capture the attention of consumers in a unique way," says Sartirana. "We're in discussions with various partners on how to deliver content to our audience in dynamic, engaging ways... while at the same time developing partnerships that will give us a greater ability to collaborate with talent that is eager to participate in new and unique brand and marketing campaigns."

Identity is critical when launching a new shop, and Sartirana says Anthemic was selected to illustrate how they try and look at the projects they take on. "When you see Radiohead at a stadium show performing 'Karma Police' with the entire crowd singing along and your hair stands up on the back of your neck," says Sartirana. "That’s a moment that’s very difficult, if not impossible, to replicate; but you remember it forever. That's an example of the standard we try to hold ourselves to when working with a partner on an experiential, content, or other marketing campaign. We’re not satisfied creating ordinary brand experiences, we want to create extraordinary ones that shift consumer perception and, at the same time, help influence the way people engage in culture."