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# Top Ad Agency Edelman Tells Brands How To Engage The Ever-Evolving Music Fan
- URL: https://www.hypebot.com/top-ad-agency-edelman-tells-brands-how-to-engage-the-ever-evolving-music-fan/
- Published: 2013-08-12T11:28:00.000Z
- Updated: 2013-08-12T11:28:00.000Z
- Description: As music consumption continues to 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. Continue reading [https://www.hypebot.com/hypebot/2013/08/top-ad-agency-edelman-tells
- Author: Bruce Houghton
- Tags: DIY Advice & Tips, Music Business, Music Marketing, Social Media, brand, Converse, iHeartRadio, music industry, Pandora Media, Samsung, Spotify, Streaming media, #wp, #wp-post, #Import 2026-01-21 10:43

[![headphones](http://hypebot.typepad.com/.a/6a00d83451b36c69e201901ebc867a970b-200wi "headphones")](http://hypebot.typepad.com/.a/6a00d83451b36c69e201901ebc867a970b-popup?ref=hypebot.com)As music consumption continues to  
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](https://storage.ghost.io/c/3a/95/3a957c06-c825-4057-9939-0a274cc16d23/content/images/d3gqasl9vmjfd8-cloudfront-net/3076870c-bef1-4c39-8b1e-2c3029e51512.jpg?ref=hypebot.com) to brands?

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