The Music Void interviews media-futurist, blogger and strategist Gerd Leonhard on how the web has changed the media industry, as a whole, altered content and how content is now consumed. Gerd Leonhard also talks about file-sharing, how people discover new music in an ever-changing music landscape, and the key difficulty in separating the good stuff online from the junk.
Watch Gerd Leonhard and Jakob Lusensky, CEO at Heartbeats International, chat about the media of the future and what we can learn from the days of Gutenberg here.
Yesterday HP announced a new marketing campaign with the theme of “Everybody On”. It’s a global campaign that “celebrates how people around the world are using HP technology to pursue their personal and professional passions.”
“Everybody On” embraces music, fashion, community activism, business, and more, according to HP. It is supported by an integrated campaign featuring print, broadcast, online, and social media. The launch will kick off with a minute-long TV spot featuring Lou Reed’s “Walk on the Wild Side”. The first in a series of TV spots will be launched during the Grammy Awards featuring Alicia Keys.
Alongside Alicia Keys, the commercial also features HP laptops with Beats Audio. Not surprisingly, HP is also a sponsor of this years Grammy Awards, taking place in L.A. on 13 February.
Verena Dauerer, who is a member of the Heartbeats Movement, divides her time between Tokyo and Berlin. She works as an editor at the intersection of technology with design/art/fashion/film. She is also freelancing for the Japan Times and BBC Radio. Read about the latest marketing trends in Tokyo, the Japanese ‘keitai’, innovative and memorable campaigns from 2010, and much more.
A recent Nielsen report shows that innovative channels such as mobile music apps and streaming services are very much appreciated by consumers all over the world.
During September 2010, Nielsen conducted a survey of 26,644 online consumers in 53 markets. The survey, done exclusively for Midem, covered questions about music purchasing and listening habits.
The results?
Globally, artist apps, music-discovery apps and streaming apps are doing best. In the US, music apps are the second most popular apps, and the best performing apps in Europe are artist apps.
As for online, the survey shows that free ad-funded and daily or monthly subscription models are the most popular, and more than half of online consumers say they would use a free service in exchange for listening to and watching ads.
So, where do you put your online and app development money?
Pepsi, Dove and Intel, highlighted in the three previous posts, all embrace the four Es of emotions, experiences, engagement and exclusivity in their marketing strategies. But, of course, approach the model in different ways.
While Dove’s Campaign For Real Beauty is more emotional in its approach, Pepsi’s Refresh Project has an engaging point of departure. Intel’s Creators Project is approaching the four Es first and foremost by offering the audience experiences through exhibitions and videos. But in general, the three very different but all very successful brands bring emotions, experiences, engagement and exclusivity in to play in their overall communication and marketing strategies. They are all doing ‘good’ as well, with regards to the campaigns highlighted.
The American technology company Intel is one of the top ten best-known brands in the world, positioned in the same league as Coca-Cola, Disney and McDonald’s. But what is it that makes Intel, a company providing consumers with computer processors and chips housed deep inside their computers, this successful?
Except for being known for its five-note sound logotype, we’d say its strategic marketing campaigns. Most recently, Intel combined creativity, bright young minds and technique to provide its audience with valuable brand experiences, connecting emotionally with the global youth. Earlier this year, Intel launched a new network, the Creators Project, together with media agency Vice. The Creators Project is a multi-year, multidiscipline, and multi-country campaign exposing new artists and facilitating the production and dissemination of new work with these artists and their collaborators in a world where artists can struggle to get by. Intel’s audience can watch 45 videos submitted by creatives from across the globe. They are also able to experience the brand live, through a series of exhibitions and performances in different urban centres rolled out around the world. Attendees can engage in all-day cultural extravaganzas featuring some of the world’s leading artists in music, art, film, design and architecture. The project is set to last for several years.
Intel is a brand already owning an exclusive position in the consciousness of many. But with the Creators Project, Intel positions itself also amongst the younger generation, not traditionally targeted by the brand - a generation of creative whiz kids and artists who use technology as their creative tools.
