Top 10 ways to get greater value from music in your marketing

Music is a powerful communication tool, yet many agencies and marketers relegate it to the soundtrack of television commercials. Increasingly marketers are embracing the power of music to engage their audiences and to build communities around the brand. But here are some tips on how to get greater value from music in your marketing.

1. Make sure you have the right concept for your brand first, as this is the most important element of a successful campaign and the artists and/or music you want to associate with your concepts are secondary.

2. Make sure you’re dealing with the right people as the music industry is full of middlemen, agents, brokers and managers who add time and costs to the process and may have different agendas.

VW developed a relationship with the band Wilco beyond simply providing tracks for their television commericals. 

3. Record companies and music publishers will always encourage you to use their artists exclusively, regardless of whether they are the best act for your brand.

4. Decide, do you pursue superstars or back unknowns? One direction will enhance your brand by association, or you can get involved with emerging young talent (who may become superstars one day) and provide support at the grass roots level.

5. Be flexible with lead times to take advantage of current music trends and emerging talent. Every artist has a writing, recording, promoting, touring life cycle, with more opportune times for your brand during this cycle than others.

6. Consider the merits of working with local Australian artists, instead of international superstars, and trade off between profile and accessibility in this marketplace.

7. Regardless of the ‘promotional value’ your concepts give, the artist’s managers can’t take 15% of ‘promotional value’. But if you can genuinely help sell more music or tickets to events without compromising your objectives use this in the negotiations.

8. Obtain a warranty or indemnity against loss, such as copyright disputes, non-performance and contract infringements, beyond the fee paid and ensure they have sufficient insurance to underwrite the warranty or indemnity, otherwise they are worthless.

9. Music polarises public opinion, with risks and rewards associated with each act or genre of music. Genres such as pop can become old news quickly for young music fans, while genres with older demographics are less fickle.

10. Contact TrinityP3 for advice on dealing with the music industry. There are many rewards for music savvy brands, but also many pitfalls.

How has music worked for you? Or not? Lets us know in the comments below.

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About Darren Woolley

Darren is considered a thought leader on all aspects of marketing management. A Problem Solver, Negotiator, Founder & Global CEO of TrinityP3 - Marketing Management Consultants, founding member of the Marketing FIRST Forum and Author. He is also a Past-Chair of the Australian Marketing Institute, Ex-Medical Scientist and Ex-Creative Director. And in his spare time he sleeps. Darren's Bio Here Email:
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One Response to Top 10 ways to get greater value from music in your marketing

  1. Adrian Elton says:

    A great list of things to think about if the music you’re using (or want to use) already exists; or else, if you are building a special relationship with an artist who might even create custom content for you brand/ad. This always comes though (in varying degrees) with the double edged sword of borrowed interest. What this list/article doesn’t really address is the value that can be derived from custom audio production and musical composition from groups who specialise in creating such content for advertising. Done right, whether in the context of a jingle or custom sonic branding, original music for your brand/ad can create equity in a way that doesn’t happen when your brand doesn’t own the music and that music has a host of other and frequently changing associations.

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