Music Strategy and Brand Partnerships: Essential Tools for Business
Jen Sako on October 12, 2017
Music strategy is essential for brand partnerships in order to create a connection between them and the consumer.
Strategies for marketing often use music as a tool to channel its audience’s emotions. Types of music strategies that are frequently used when dealing with brand partnerships almost always fall along the lines of creating compelling music and visuals to tell a story, bringing back memories or creating inspiration. Using music strategy helps to give people a reason to connect with the brand and therefore a relationship between the brand and consumer is made.
Where to start
A brand partnership starts with researching the market to get a clear vision of how the public needs to perceive your experience or product. For the content—or the storytelling—enlist the services of a music branding company to assist with personality identification and curating. Using professional services will help you avoid fines for copyright infringement. They also facilitate partnerships with the artists best suited to market your message while keeping your values intact.
Why Use Music?
Brands are continuously using music strategy to drive buyers. Consumers tie life events to whatever is sensed at the time, and hearing a song that they can find a connection to can be incredibly powerful. Music stokes a specific effect, like impressions of glamour, excitement or relaxation. If we feel captivated watching a perfume commercial set against a background of jazz era music, imagine how we’d feel if we bought and wore the perfume.
A hit summer song from the 80’s used in an advertising campaign is sure to ignite enthusiasm, especially among consumers who feel youthful nostalgia about that decade. But even deeper tracks, with the right tone, voice and beat can often prove more powerful than chart-topping hits to push marketing. Past Heineken ads effectively used quirky, obscure songs and slick dance moves to deliver the message adults who drink Heineken beer are interesting, young and hip.
Music can naturally be a part of the setting in commercials. A well-chosen song or tune ties positive vibes to just about any product, from cars to soft drinks, and persuades buyers they will feel smarter, sexier or even more powerful with their purchase. Seeing a product and hearing a song anchored to a positive event at the same moment, goes a long way to creating a good feeling toward that product.
Outside the Ad
The best use of a music and brand partnership stirs emotion. For retailers and restaurants the music strategy can be slightly different than ads since it usually involves more than one song to capture the consumer. Curated playlists for shoppers and diners establishes personality on the spectrum between high energy and laid-back, attracting the right customers before they even cross the threshold.
Background music is found by retailers to increase spending, especially if the music heard is perceived to be sophisticated. For restaurants, slow tempos invite more orders for drinks and desserts, faster beats turns tables and country music appeals to families. Create flexibility in the playlist to cater to the crowd and maximize revenue.
Important to remember here is to ignore your own personal music preferences. It’s about your customer. Always.
Go for it
Don’t feel daunted by the process of approaching music artists for brand partnering. With the advent of music streaming, often at a minimal cost, if not free, artists are interested in other streams of income and additional exposure to new audiences. Technology has changed the rules of consumer engagement for all industries. Marketers and artists alike are seeking to partner, breach the “noise,” and make connections with one cohesive emotional message: “We want to serve you <insert business product or objective here> so that you will feel/achieve<insert buyer’s desire here>.”
Brands can also endear themselves to artists and fans by carving out a presence at venues, festivals and concerts. Sponsorships, underwriting and special exhibits at events will make any new brand partnership feel organic. Consumers are smart and know manipulation when they see it. Relationships need roots. Start, literally sometimes, on the grass, especially when courting those millennial hearts and dollars.
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