Big brands are finding all sorts of way to connect with youth and that elusive thing called cool. But most of all, when they get serious about that mission, they focus on music as the connector. Efforts may involve other elements but music is the key. Budweiser's strengthening its brand with Budweiser Made For Music offering support for producers and djs in the early stages. American Express is the launch partner for a new project, MADE Music, from a company that specializes in coolness and youth.
8tracks is a leading web radio music service that is also profitable. They currently have a combination of sponsored playlists and recently introduced video pre-roll ads to their ad-supported service. But 8tracks CEO David Porter told RAIN News that they're getting into audio ads because music listeners are increasingly going mobile. They're kicking things off with a partnership with AudioHQ which launched this month with a hybrid audio ad network that offers premium inventory via programmatic sales.
Spotify’s marketing platform, Spotify For Brands, has added two video ad units, Sponsored Sessions and Video Takeover, designed to attract more ad dollars to support the company's free music platform. Launch partners for Spotify video ads include Coca-Cola, Ford, McDonald’s, NBC Universal Pictures, Kraft/Mondelez, Nike, Sprint, Target and Wells Fargo.
Details & Spotify's Video Ad Pitch
The music video is just the starting point for a fan's journey thanks to embeddable links from hot video-meets-commerce startup Wirewax. Whle watching a video, click on a shirt worn by the artist and its takes you to an e-commerce site ready to sell it. Click on a singer's anguished face and it takes you the lyrics or on a deeper dive to what motivated her to write the song.
The First Shoppable Music Video
Apple recently dropped a new tv spot for the iPhone. Touting the smartphone as a parenting tool, the ad showcases a number of related apps over a bed of music sung by Julie Doiron of Sub Pop's Eric’s Trip. The simple and pleasant track "Life Of Dreams" comes from Doiron's long forgotten 2009 solo album ,"I Can Wonder What You Did With Your Day." [Kudos to the song plugger or music supervisor who unearthed it.] WATCH:
Spotify wants sponsors to pay so that listeners will be interrupted by fewer ads. The streaming music service is pitching a new ad unit that would eliminate all the ads on an entire playlist if the user will watch one mobile video spot. With the vast majority of Spotify users opting for free service and 65-70% of revenue paid to rightsholders, the success of Spotify's efforts to lure advertisers is essential to the company's future.
Kayne and Kim are a couple of days into there honeymoon; and that PR bonanza added to World Cup mania has proven a winning combination for Adidas. Titled "The Dream", the spot which features Kayne's new track "God Watch" has over 27 million YouTube views a few days after release. How much has the use of music in commercials evolved? If a track titled "God Watch" by the mercurial West weren't controversial enough, the lyrics include the line, “You see sharks in the water. Then they try to do nothin’ but put cocks in your daughter.”
Last night Vevo announced quite a bit of news at its NewFront pitch. Of special interest is a deal with Mirriad, a company that inserts ads into surfaces shown in the video. It's a smart use of the ad spaces created within the video's narrative for product placements after the fact. For artists whose songs are played repeatedly over time, this innovation could offer a revenue stream that ages well.
Building a website can be overwhelming - especially if it's your first build - but websites are becoming a necessary entity in today's music industry. When planning to build or update your sight it's important to stay focuses. Clean designs, clear calls to action, and concise messaging are critical factors to consider when creating your page.
By Audience Development Executive Paul Goldstein of The Content Is King.
[OpEd] Uncertainty rocking both the broadcast radio and record industries has opened an enormous opportunity for recording artists and record labels. Growth for the music industry will come from expanding the overall online radio audience and ad pie at the expense of broadcast radio.
As YouTube continues its long disruptive trek to replace broadcast tv, among other things, they've been developing what could be called a hits strategy. They're starting to run tv ads for top creators to reach an even broader audience and they're identifying top channels for "Google Preferred" ad status. Last week Tubefilter uncovered promo materials and the channels that are being identified as the top 1% in their respective verticals including music.
Neil Young's Pono Kickstarter campaign to launch a better-audio player and download store, which ends at 1:30 ET Tuesday, has passed $6.1 million pledged from more than 17,000 backers. This makes Pono, which will play FLAC or ultra-high resolution recordings, the third most suucesful fundraising project ever on the platform. Watch the intro video featuring an all star cast of musicians extolling the virtues on Pono.
Publishing is a controversial topic of conversation these days - but if done correctly, it can be a lucritive gig. If you're committed to getting a placement for your music and willing to think outside the box, commercial tracks may be the break you've been waiting for.
WillCall offers apps for concert goers that they describe as a "unified transaction layer for live music." Now combining concert discovery, ticketing, merch sales and bar tabs, WillCall is also expanding beyond San Francisco and New York with an official launch in Los Angeles. They're celebrating the moment with the first WillCall Presents Show in LA, March 27 at Bootleg Theater.
Let's be honest, there are a literally thousands of ways to promote your music these days. Whether it's building a Twitter following, a Facebook dynasty, linking in with LinkedIn, air time on Pandora, Bandzoogle, Stereoposter, StoryAmp - the possibilites for self-promotion are endless. New platforms are arising constantly and can lead to great press for you and your music when you know how to use them, and Google Adwords is no exception.
WSJ.com is reporting that Pandora will be introducing new ad services next week that rely on political targeting. This rollout speaks to Pandora's ability to profile its listeners and is certainly big news in the ad world. But it's also the kind of news that musicians and the music industry should be paying attention to despite the fact that it probably sounds incredibly boring. Don't think it matters? Let me help you do the math.
Super Bowl tv commercials are a big part of Super Bowl coverage, especially before the actual game, partly due to their availability and popularity on YouTube. As we've seen over the years, the commercials designed to be shown once in the Super Bowl now get a month or more of attention given that they can be teased, previewed, analyzed and discussed before the game happens and continue to get attention afterwards. Here are some notable appearances of music in marketing contexts at the Super Bowl.
[MUSIC AD WATCH] Swedish DJ, remixer, and record producer Avicii ranked at #3 on DJ Magazine's annual Top 100 DJs poll in both 2012 and 2013; and he's been nominated twice for a Grammy Award. He's also sold out The Hollywood Bowl and won and American Music Award. So when Avicii announces his support of a product, fans likely take notice.
Lou Reed's last filmed interview was actually part of a promotional campaign for Parrot Zik headphones. "A few months ago, I asked Lou Reed for his opinion," Parrot CEO Henri Seydoux explains. "He told me that the headphones were well tuned for classical music but not for rock. And he told me he could help. So on September 30th, 2013, I travelled to his studio in New York; it would be the last time I would see him."
WATCH THE VIDEO:
The music you listen to could now help drive the ads you hear online. With the launch of Music Audience Understanding, clients of The Echo Nest can deliver targeted advertising using musical preferences to predict demographic and psychographic information without revealing other personal information. Broadcast radio advertising still totals $15 billion a year; and Music Audience Understanding gives online broadcasters new tool to attract more of those dollars.
After a long hiatus David Bowie seems to be everywhere, and now that includes starring in L’Invitation Au Voyage, an advertisement for Louis Vuitton. It's directed by Romain Gavras, who’s made music videos for Justice and for M.I.A.; and co-stars an American model Arizona Muse (that's her real name...). Watch the commercial followed by the director's cut:
Brands will spend $1.28 billion in 2013 to sponsor music venues, festivals and tours in North America, a 5.4% increase from 2012, according to IEG Research. That increase puts music on par with the projected 5.5% increase in overall sponsorship spending and leads the 5.1% for the whole entertainment category.