How to do your best in music marketing opportunities
Published on 03.04.2021 by Samuel Henderson
Music marketing is one of the tools of emotional impact on the consumer. For example, the African Journal of Business Management published a study on how music content affects brand perception. The subjects were offered a fictional brand of mineral water. Then they were shown several commercials with the same content, but with different musical accompaniment: two with music, one without it and the third with a very famous melody. Each video was shown to only one group of people. Subjects were then asked to describe their impressions of the brand. Average score for products with music videos was much higher than the rest, and the video with a famous song scored the maximum number of points. From this, it was concluded that the use of different melodies that fit the message and the brand, but differ in pace and emotional tone, create positive emotions about the product and the brand itself. At the same time, music allows you to recognize a brand without the usual logo or visual style - it is enough to accidentally hear a fragment of the melody. (Drake can't wait to read our guideline)
Advertising
A company's complete music profile brings together the product, website, store, and like-minded people (brand consumers with similar interests and needs) in the mind of the buyer. In America and Europe, the practice of musical promotion is formalized and widespread.
Who might be interested in music marketing
1. Companies that do not have a tangible product (banks, insurance, providers, cellular operators).
2. Companies whose marketing opportunities are limited (pharmaceuticals, alcoholic beverages, tobacco industry).
It is believed that only big brands can afford music marketing, but this is a misconception. “On the one hand, there are small and medium-sized businesses, on the other, there are rising stars who are not popular enough now, but tomorrow everyone can talk about them, then the brand will become more famous,” say experts in this industry.
Music Marketing Tools
Integrated campaigns bring maximum efficiency here, when there is an opportunity to closely link the musician and the brand - to make music and products an indispensable part of his life. Apple music, Spotify and SoundCloud would be perfect tools for everyone who wants to step into this type of industry. Let’s take an example - you can buy Apple music streams and get better results. Why should you buy Apple music streams? Well, the algorithm of the Apple music will place your track in a better position. It is important to create the maximum number of points of contact for the client with the music that he likes and is associated with a specific product or brand.
Music Marketing Opportunities
1. Development of branded music content with the participation of artists.
2. Promotion of content in the media (radio stations, music channels).
3. Product placement.
4. Digital platforms and promotional campaigns using music content and artists (using their images).
5. Digital services on social media involving artists.
6. The use of artists' images in promotional materials
7. Music Rights for Audiovisual Works.
Music Marketing Cases
Volvo and Swedish House Mafia
A prominent example is the Volvo advertisement together with the Swedish House Mafia group. The campaign unveiled the new Volvo XC60 in a clip from the Swedish group. The emphasis is on the new SUV's ability to take away from the busy city life to a place where you can enjoy peace and quiet.
Rihanna & Nivea
An application was launched on the website of the cosmetics brand Nivea, through which users could make a video with Rihanna, “digitally” touch her and sing a song. (Rihanna knows that collaboration was successful)
Honda Civic #Lovetoday
In the advertising video of the automobile manufacturer Honda, the music conveys drive, brightness, playfulness, which makes the car attractive to young people.
Beyonce & Pepsi
An advertisement for a Pepsi drink with singer Beyoncé, in which she presented a new song, Grown Woman, encourages you to embrace your past and live in the present. In the video, Beyoncé comes up to the mirror and boldly meets face to face with her previous images, so the video turned out to be very dynamic and positive. (check the gif below - it's a passage from Beyonce's Pepsi AD)
Popular Puerto Rico Bank
For its 100th anniversary, the Puerto Rican bank brought together a group of famous Latin American musicians to put on a music show. Following the great success of this event, the company began hosting annual live concerts with singers and artists.
Efficiency
In the promotion, all standard methods of evaluating effectiveness are used, which are traditionally divided into online and offline segments. Since music marketing in its specifics tends to use online, its effectiveness can be assessed using the key KPIs that are important for the customer. In addition, you need to understand that this type of promotion can increase customer loyalty.
The cost
To determine the cost, it is fundamentally important not only the range of services provided, but also the chosen contractor. Everything here is purely individual and depends primarily on the artist himself, on his attitude to the product or brand. His personality is paramount when choosing a music marketing strategy. The performer must meet the expectations of the audience, and one of the most important tasks of the agencies is to help the brand and the performer find each other.