When asked if I could have one superpower?
My answer always is: I would be able to compose a soundtrack to my life. Add a little rock n’ roll on those downer days, some sassy jazz while I waltz through rush hour traffic, and maybe an occasional dose of Beyonce when trying to navigate the facts of life.
This superpower might only be reality in movies, but some marketers and brands are delivering their brand’s personal soundtrack, equipped with personality, performance and sometimes-danceable substance.
When contemporary shabby-chic denim brand Madewell teams up with Indie-rocker recording studio Daytrotter and produces a free playlist; a different kind of B2C connection is made.
After downloading the playlist, a consumer is now well equipped with proper music to twirl around in their awesome new jeans and if they like what they hear they can share it. On social media consumers are able to post their new favorite compilation for friends to check out too, not to mention linking to daytrotter.com. Both brands get acknowledged and they get free stuff.
When offering music as a brand extension, marketers tune in to emotions on a bigger stage than just visual or print; you can feel the personality of that brand through your headphones. According to MIDEMBlog, a forum to “foster debate and exchange of music industry knowledge,” brands using music in marketing endeavors are creating an active and passive experience. Consumers actively download the music and passively listen to it – remembering where it came from in the first place.
At a MIDEM panel discussion of music and company insiders, suggestions were made on how to build relationships between brand and music. Brands chose music that works with their target audience, but in doing so they offer a spin-off into other audiences based on fans of that musician. This translates into an opportunity for brands to pursue a new audience maybe not feasible if the musical collaboration didn’t exist.
Brands are also offering consumers the chance to construct their own themed playlist on special hosts, like Gatorade’s G Fit series workout playlists on Pandora radio. A widget is available on the side for customizing a workout playlist to your level and tempo, so depending on whether you feel like Dwight Howard or the yogi next door, you have the jams and the drink to get you pumped up.
By Gatorade offering a variety of different artists in their playlist selection, a win/win situation can be created. The musicians share Gatorade’s visibility, their PR efforts and a different online venue, while Gatorade grabs attention from fans of that particular music genre.
It’s important for marketers to remember in reaching a high note they have to maintain respect for their brand and of the musicians. Music fans are loyal, you can figure that out when you’ve witnessed a subway rap-battle between a Kenny Chesney and Lupe Fiasco fan, yes this really happened, and with loyalty comes trust. When the tracks are laid down between brand and musician whether it a new artist, old artist or a classic paired with an innovative product – a strategic symphony is in motion.
Could music be the next marketing extension for your brand?
