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    The music stairway (no, not the Led Zeppelin song)

    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.

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    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?

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    Swedish Audio-sample of book

    Hey Sweden!

    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.

    Sounds like Branding (BETA) by Heartbeats

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    Using brands to help your career

    sxswWe 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.

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    7″ pre-listening party in Stockholm

    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.

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    How to use Social Media in the Music Industry

    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.

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    ‘I’m with the brand’ slides from Midem (with audio)

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    How to sell out (without selling out)!

    j_slash3At 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?

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    New workshop and exciting news for 2010

    Hello!

    It’s been a bit quiet here for a while. The main reason is that right now we are finishing finishing the final edits of the book “Sounds like branding” published by Norstedts publishing house, Sweden in mid-March.

    For all you english speakers there will be a beta version released around the same time as an audio book on Spotify as well as a limited edition (250 copies) 7″ vinyl…we will give you all details of this in the new year.

    If you happen to come to Cannes in January for the MIDEM fair you should really check out our workshop below. Jakob from Heartbeats will also sit in the experts panel of MIDEM +.

    Enjoy Christmas!

     

    I’m with the brand!

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    A workshop on how to build a successful
    strategy to interest brands
    (or how to sell out without selling out…)

    MIDEM, Cannes Monday 25 January
    4.00pm to 5.00pm

    In the future, music will be free and artists will get paid for it. What is changing is what is being paid for and how. At this Heartbeats workshop we will unveil the essential steps for artists, labels and the live entertainment sector to successfully attract attention from brands and secure a career in the new music economy.

    How to define your assets in the best way, identify your band/festival’s identity, package & present yourself to a brand, build a connection with it, monitor success…these are key factors for success to be discussed, together with best case practices on the ones that are doing it in the right way. All questions are welcome!

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