Andre Gaccetta urges marketers to consider the power of music in connecting brands to consumers. Gaccetta is CEO of G7 Entertainment Marketing, a Project Worldwide agency.
Music is the soundtrack of our lives. The right song at the right time can connect with us on a subconscious level and move our hearts and minds, bringing us back to a personal moment in time or introducing us to something new and inspired. Music, when wielded by a brand that is committed to providing exciting and memorable experiences and practicing fan-first engagement strategies, has the power to help marketers rise above the noise and align themselves with a universal language of connection.
As entertainment marketers and strategists that specialize in music, we spend a lot of time thinking about how to get and keep consumer attention in an overcrowded marketplace. In our experience, music is a powerful tool that always makes a difference. As June 21 is World Music Day which celebrates the universal language of music, we thought we’d tell you why.
Whenever we can, we bring the element of a live musical performance into a brand footprint as it generates a kind of excitement that is palpable and engaging. There’s an element of surprise and delight for consumers as a live show can be startling and fun in an otherwise traditional environment. Brands reap the benefit by becoming the champion of something cool, unexpected, and exciting and consumers are inclined to remember (and promote) brands that understand their passion points, provide context, content, and great experiences.
With millennial audiences, we’ve seen increased trust and support for brands that make a commitment to being taste-makers by actively introducing new music and delivering artfully curated music experiences. We’re beginning to see more and more brands take advantage of these powerful associations and align deeper with artists and creators to write custom tracks and co-develop unique campaigns that augment traditional advertising efforts.
When space, time, and budget don’t allow for live musical performances, we work to arm our clients with a sonic identity and playlists designed to complement the brand’s personality and connect with its core audience. There’s a method to the madness and our proprietary tools allow us to craft an identity that builds familiarity and interest based upon a blend of art, science, and actionable data. We work from the gut, but support our creative instincts with relevant, data-driven insights that tend to unearth unique findings.
As more and more brands begin to define and activate long-term music strategies, we expect to see an evolution of the brand’s role in the music-industry ecosystem.
Brand as festival producer? Absolutely! Just look at what Chipotle has built with its Cultivate Festival as a great example of how a brand can launch a property designed to engage and serve consumers against a backdrop of music, food, ideas, and fun. You don’t have to look very far to see the way brands are making the most of these captive audiences to align their pillars and priorities to relevant musical experiences.
Brand as record label? Red Bull set the bar early on and continues to lead the pack, but there are many other brands well positioned to discover, produce, release, market, and exploit new music. We anticipate tremendous growth in this arena and perhaps even a revolution, which we are prepared to lead.
Brand as artist developer/promoter? No doubt about it! Huge props to Taco Bell, Subway, Southwest Airlines, Ram Trucks, Burberry, Converse, and many more for developing meaningful programs for emerging artists that leverage the power of existing media, audience, and inventory to create awareness and alliance for artists on the rise. Those partnership dollars go a lot farther with 10 emerging acts than they do for one A-lister. And, the aggregate audience size and engagement level can often work in the brand’s favor.
Brands as content providers? This is the present and definitely the future of how brands and music can work in union with one another. State Farm has blended this beautifully with its Neighborhood Sessions initiative which takes A-list acts back to their “neighborhood” to raise money and awareness for the community as a way of thanking them for making the artist into who they are today. Concert and interview footage is shot, edited, and packaged as a TV special to reach a larger, national audience.
Music is undoubtedly a powerful marketing and branding tool when used the right way. At G7, we use music as a gateway for clients to take their consumers deeper into their brand. Music is often used to help communicate core pillars or product priorities to consumers, but it’s also important (and powerful) to simply engage with music to entertain target audiences. It’s a gift for them that pays brands back in spades.