evolve, money from big brands has become increasingly important. Sponsorships, licensing, ongoing
initiatives like Converse's Fader Fort and more, all help power the modern music
industry's engine. Just ask Jay Z who nabbed $5 million from Samsung for 1 million copies of his latest album. But are brands benefiting from their relationship
with music? Top as agency Edelman
offers 5 ways that they can:1. Fish where the fish are – "In a fragmented music
market, it’s essential that brands meet consumers in their native
music-listening environments… Although opportunities for brands to engage
music listeners are vast, brand-plays on music streaming services like Pandora,
iHeartRadio and Spotify are ripe for consideration."2. Do some sensory research – "Forget pushing products
right out of the gate and get a feel for the target market’s passion, listen to
their playlists, go see a live show, taste (and smell) the festival food.
Perhaps the brand will even discover its own music identity in the
process."3. Gain listeners for the long haul – "Engagement with
them is as simple as finding a common musical interest and committing to
staying in touch."4. Add a “wow” factor – "The music scene can be loud in
more ways than one, and getting a brand to stand out among the crowd can seem
like quite a hurdle…. The next best thing could be right under your nose.
Creatively leveraging sponsorships, partners and social media can do wonders.5. Practice what you preach – "If your brand is looking
to communicate with music fans, keep an arsenal of knowledge about the music
industry."What do you think of Edelman's advice to brands?
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