Music and artists are the backbone of culture. They supervise fashion, conduct a conversation on social networks, invent dance moves and memes and are one of the pillars of the loss of the first $ 1 trillion company. We've seen brands such as Kanye West's Yeezy and Rihanna's Fenty Beauty turn entire categories into titles and generate millions of dollars in profits.
TV commercials can go from mediocre to iconic with the appropriate song choice. Most CMOs will tell you how important music is, but many have no idea how to get involved in a meaningful way. It's strange in the music world, but you have to keep in mind some basic elements when you try to get into the mix.
Think of music
you have a project in motion, take a deep breath and take a minute to think about your brand, the places where music crosses naturally and the role you might want music and / or artists to play in the future. Think about your marketing budgets and if you could deduce some of it for more music-oriented projects. To be realistic. You may be a small brand that wants to develop a close relationship with aspiring artists through product sponsorship. Maybe you really need a good deal on a super recognizable song for your annual Super Bowl advertising. Or maybe you simply need a resource to buy affordable music for your endless online videos. Giving a little bandwidth to think about the music before you really need it will turn a last-minute performance into a well-prepared performance.
Investment, commitment and the last game
[19459001)] Music makes culture move and resonates deeply with people, so its price is proportional. Get ready to invest an allocated budget and stay in the game long term, whatever your musical game plan. This also applies to brands like Apple, who have always set the tone by working with artists who are about to become the next big star, to brands like McDonald's, who have dedicated their paid dollars to the making of their five discs "I'm in love". he "notes one of the most recognized melodies by placing it at each place. In addition, if you want to play the game "we want to break a new artist", it's actually not hard to do: just spend a ton to buy the media. A cool creation will not do it. A unique and prestigious spot will not do it. The brute force will do it.
Take a moment to think about your brand, where the music crosses naturally and what role you would like music and / or artists to play. play in the future.
Think of the final game when you do business. Do you really want to be the recognized brand in the music industry for compelling artists to pay ridiculously low fees, or do you prefer to be recognized as a reliable artist who gets the first glimpse of the best opportunities and is considered a collaborator? legitimate?
Who calls for action?
The magic of music lies in the fact that it affects people immensely and that it also affects everyone differently. A surprising number of multi-million dollar musical decisions boil down to a simple "I'm in" or "I'm not in" instinct by the head of green lighting advertising, which is certainly the proof that the power of music exists beyond the realm of rational decision-making. However, it also means that, regardless of your music strategy with Migos, demographically, if your CMO hates hip-hop, it will never, never, go ahead. I've never seen anyone convince me of music that he does not like – plan accordingly.
Be Prepared to Be Uncomfortable
This is not an overestimate to say that the music industry is the Wild West. Artists curse, have political views, quarrels and sometimes even unveil their marketing plans in the name of beef. Artists cultivate culture, but doing business with them can be complicated and requires getting out of your comfort zone before 2018. Brands that are capable of it are rewarded with attention and relevance, but must also navigate unexplored waters, complicated contract negotiations and an occasional burst of public relations.
Beyond the Announcements of 1945.
The next frontier is not just a soundtrack of marketing material, but involving artists in product development. The link between artist and return on investment for brands created by artists (OVO, Fenty, Yeezy) is clear, but the initial investment is considerable. This does not mean that your brand can not play in space. As simple as asking Tyler, the designer, to pick the colors for Converse's Star One revival last year, drove them to sell in one day. Even PornHub entered the artist-collaboration game when a hip-hop artist, Young MA, directed them a movie that earned them tons of press.
None of these cases simply consisted of a participation of a song by a song. on an ad to affect the consumer preference on the road. These were real collaborations of artists with immediate and measurable returns on investment.
Now more than ever, the most successful artists are polymaths, skilled at guiding the graphics and finesse of social media like writing. Their triumphs are the result of their work as creative directors organizing several songwriters, producers and publicists on their team to keep the audience on each word. What more could a modern brand demand from a marketing partner?