The most important question for a brand is not whether they should use music, but rather how the music should be used. The four step ‘music stairway’ illustrates the most beneficial way for brands to work strategically with music.
Many brands find themselves on Step One. This step is characterised by the unconscious usage of music. Essentially this is an ad hoc, make-it-up-as-you-go approach, often relying on staff or employees to choose music. The end result is a schizophrenic music experience that sends mixed branding signals to customers.
Step Two is characterised by a conscious usage of music. Brands have developed their own music identity, through a defined sound with defined values. Often they have a sound logo or theme song. On Step Two, music has evolved into a branding element and strategic tool.
Moving up to Step Three, a brand becomes even more actively involved in music. This commitment often takes form as music-oriented marketing campaigns ( e.g. “buy and get” promotions) and/or artist partnerships. A good example of a Step Three level of music involvement is Heineken’s ‘Green Room Sessions’ - a live club concept, presenting cutting edge artists and DJs.
The Forth and final step on the music stairway requires ‘owning’ a strategic platform in music culture. In this scenario, brands are not merely associated with music, but also actively champion music through exclusive platforms or programs that can’t be found anywhere else. The Red Bull Music Academy is a good example of this.
So the million dollar question is…What step is your brand on?
Here you can preview the first chapter of the “Sounds like Branding” book in audio. If you like it I recommend you to buy it for the special price here.
We will be partaking in a panel discussion at the SXSW® Music and Media Conference in Austin, Texas. Together with other speakers of international stature, Heartbeats CEO Jakob Lusensky will chat about the topic USING BRANDS TO HELP YOUR CAREER.
The panel discussion is part of the SXSW® Music and Media Conference, March 17-21, in downtown Austin. The panel discussion is scheduled for Friday, March 19 at 03:30 PM. For more info on the panel discussion, visit http://my.sxsw.com/events/eid/8697, and to find out about the rest of the conference, visit http://www.sxsw.com/music.
We see more and more brands working with exploration strategies in music these days and the latest one is from car brand Fiat in the UK. An exploration strategy means a brand guiding people to new music and artists that they haven’t heard before. In this way taking more of a grassroot approach and lifting up new talent to a larger audience.
It’s great to see more brands involving on a micro level but the question remains, what happens to the bands that win these competitions? Normally you hear and read lot about the initiative in the beginning of the campaign but don’t see much of the results. What was really in it for the artist? Did it help them in their career? Did they get the huge success that was promised in the campaign?
Thank you everyone for attending our little pre-listening party of ‘Sounds Like Branding’ yesterday! The 7″ vinyl is a beta version, limited to 250 copies (in audio) of the full book, which is to be released in Swedish at the end of March. The beta version will also be available on Spotify in English.
Media futurist Gerd Leonhard delivered some great insights at this years Midem. Spend a minute or two looking through this presentation on how to use social media in the music industry.
At this year’s Midem we will teach the music industry how to sell out. Or rather how to avoid selling out but still get in bed with a brand. We will go through a five step model of success on how to build a successful strategy to get their interest. It includes the importance of defining vision, goals, values and a unique story. Also, how an artist/record label/festival owner should define their assets (from the perspective of the brands) and present these for potential brand partners. Part of the seminar will be focused on how the music and marketing industry have to start to understand the other’s objectives and culture. We will upload the presentation on Slideshare for you to watch after the seminar. See you on La Croisette?
We will be partaking in a panel discussion at the SXSW® Music and Media Conference in Austin, Texas. Together with other speakers of international stature, Heartbeats CEO Jakob Lusensky will chat about the topic USING BRANDS TO HELP YOUR CAREER.
At this year’s