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Authenticity – the now of music marketing

In the last blog post we looked at the historical development of music marketing. Now, it’s time for an analysis about where the industry is heading at the moment.  Until the early 21st century it was common to simply either pay a successful artist to sing about a certain big brand or product (like Michael Jakson, it’s good, it’s good, drink Pepsi!), make a catchy ear worm with a slogan (this is still done nowadays but not so much as a part of modern branding) or bluntly show famous people using the marketed product (usually in very corny ways). Nowadays music marketing is becoming increasingly subtle. In […] Read more »

Brand x Artist – 4 Ways Brands Can Benefit from Music Partnerships

Brands use music to create an emotional connection. To reach a certain demographic of consumers, companies are creating experiences that include passion. As music is the best way to evoke emotion, brands are now discovering more possibilities to leverage this creative counterpart. Nowadays authenticity is one of the most important brand asset any company can have. That’s because especially young people are becoming less engaged by traditional marketing. So investing in music and supporting creative individuals is a way for brands to achieve the duality of being both considered authentic and gain big enough attention for the needed marketing proposals. […] Read more »