More than seven in ten teens and college students say that music is an important element of their everyday lives. No real surprise there, hopefully...At the most basic level, the social and cultural value of music is unparalleled among young people. It's just one more element that has to be taken into careful consideration within the overall marketing mix. Be it a straightforward musical artist endorsement, title sponsorship of a tour or some sort of brand partnership, music is one of those elements where youth-focused brand marketers can gain a quick and measurable cultural edge.
The overall importance of a relevant music strategy should not be underestimated for those companies and brands targeting this audience segment in particular. While lots of folks think of just placement on popular TV shows or youth-targeted films, music can also be that instrument (pun intended) that bring together a brand's message through other forms of content and programming. With all of the changes occurring in the recorded music space over the past several years coupled with the fact that artists are constantly on the look out for greater exposure, there's never been a better time to explore all of the emerging channels and opportunities at hand.
Our advice for a relevant music strategy is pretty straightforward. It's not necessarily genre or artist-specific per se, rather we think it's about touching the every essence of what the brand is all about (or more to the point, what the program is attempting to accomplish) and begin by melding it with just one memorable and repeatable sound bite and/or riff and move forward from there. Music as a brand extension can be one of those powerful emotional connections that stick with consumers for an extended period of time. As companies and brands look to differentiate themselves from their competitive set, there are multiple music-related opportunities just waiting to be seized upon. For a start, there are several brands out in the marketplace right now with both value-added and revenue generating music programs including Red Bull, Mt Dew, Hollister Co and MAC Cosmetics.
Learn more about creating a relevant youth-focused music strategy with the latest Youth Trends Insights report.
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