Heartbeats International are proud to introduce CEO Jakob Lusensky as one of twenty-three internationally well-known speakers and thinkers invited to speak at TEDxTokyo 2010, on May 15.
Jakob is invited to talk about music as a medium for branding under session 3, FIVE SENSES + ONE. An English Beta version of the book Sounds like Branding, written by Jakob, will also be released on this date (the full English version of the book is primed for release later this year).
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.
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.
“Music is both content and media. If we characterize consumer engagement as the sum total of the numbers of daily impressions plus the total amount of content consumtion, then music offers the largest array of consumer facing touch points (reach) than any other category and is by far, the most consumed entertainment content today.”
Steve Yanovsky, Music and Emerging Media Consultant, Mindshare
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.
