It’s time for brands to really work with bands
By Steve Mullins. Musical brands. Eighty percent of UK adults feel music is an important factor in their engagement with above-the-line advertising campaigns, while close to one third of 16-to-18 year-olds believe that accomplished brand involvement in music drives their brand purchase preferences, according to an upcoming report, Brands and Music Manifesto 2010, from London-based music marketing agency FRUKT.
And on a further upbeat note, close to 90% of adults questioned say they are positive or open to brands which “manage to enrich their experience of a product or service,” FRUKT found.
That’s why we’ve seen the likes of Iggy Pop going online to engage with musicians to promo a broadband provider. And why Mars Snackfood can boast a partnership with rockers Kiss to introduce a new line, My M&M’s Kiss Blend, which features each of the band members’ faces on the candies.
Plus, Absolut continues to develop its music muscle, having recently launched a Rock Edition bottle as an homage to all things rock and roll, as well as commissioning documentary maker Danny Clinch to follow Wolfmother around on tour as part of the campaign.
And it’s that kind of deep involvement which Jack Horner, FRUKT’s co-founder and creative director, endorses. “Lot of brands are still simply standing next to bands and that doesn’t necessarily make them cool. … It’s no good just being at a festival, say, they need to prove why they are there,” he said at a recent Brands and Music Manifesto 2010 briefing in London.
He added that a lot of brands are active in the music space, leading to clutter, so only a few of them are managing to cut through into people’s ‘mental Rolodex’.
And according to FRUKT research, some brands really dominate the space, with a number of clear standouts – 67% of those surveyed said they associated Coca-Cola with music experiences, while 58% cited O2, and 46% named Pepsi (see below).
Horner called for brands to be more creative when engaging with music, and said they should aim to be smart and brave, as well as push innovation. In addition, they needed to move away from ‘shouty’ messages, and to participate instead in conversations with music fans, letting them interact and comment.
Rupert Millington, global head of innovation at Aegis, agreed. “Some brands would give their left and right arms for the kind of content that bands create,” he said at the FRUKT event. “They need to create situations where they engage with consumers, and get them talking on their behalf.
“What is the brand promise?” he asked. “The challenge lies in fulfilling promises and being credible. So, how can music help in a way that’s both relevant and credible?”
But brands need to understand what it is they can get from relationships with musicians. “Brands shouldn’t ask for too much and should work together with artists,” said Bill Lord, CEO of Blink TV. “Potential deals are often killed by unrealistic demands.”
Which of the following brands can you recall music-related offers or experiences from?
