Many individuals identify with certain genres of music, bands, and songs. We dress, behave, talk, and feel according to our choices of music. Many of us try and distinguish ourselves through our music preferences. Well, marketers are beginning to better grasp this identity-builder and are beginning to use music to build their own brand identity.
“Converse marked 2008 as its centennial year with a big rock star-endorsed bang, and its first ever global campaign overtly positioning the brand as a catalyst for creativity. A musical collaboration, between singer Santogold, producer Pharrell Williams and Strokes frontman Julian Casablancas, formed an impressive piece of free branded content, backed by a beautiful music video. Nearly 100,000 people downloaded the track for free from converse.com and My Drive Thru attracted 750,000 streams on leading Internet portals in just four days.” (Contagious Magazine, 2008)
Contagious also reported that Dr. Pepper promised a free can of soda if the new Guns N’ Roses album came out before the end of the year. “Yet the execution of this marketing masterstroke was shabby: servers crashed on the brand’s website, meaning users were unable to log on and download their voucher for the free drink.” (Contagious, 2008)
There are more examples of brands using music to distinguish themselves. Music has been used in commercials for many years, but music is taking a bigger role in the development of the brand identity. Marketers are still working out the kinks of this blend of brand identity and music, but it is clear that more brands will be using music to build their own identity like an individual.
My question is a simple one. What musician(s) and brand would you like to see team up and make some music? Have some fun with this and anything and everything is on the drawing board.
37 comments:
I think it is important for brands to use music in their commercials to gain an emotional appeal with the audience. For me, the music in a commercial only emphasizes the image. I think as long as the brand is using the music to gain emotion and attention and not take away from the message or image music should be used and associated with the brand.
I think the most powerful ads are the ones that have great music. It gets you pumped and excited for life, and whether you know it or not, about the product. I think my favorite Coke commercial is the one with the song, "Starry Eyed Surprise," by Paul Oakenfold. It gets me excited and honestly, after I see that commercial, I want a coke!
Personally, I would love to see Omar Rodriguez-Lopez or Thom Yorke produce music to market a brand; I think they are two of the most creative minds in the music industry right now and if anyone can compose music to achieve a specific goal, it is them. However, I doubt this will ever happen - I could never imagine either of them writing music to sell a commercialized product as music for them is definitely an art form. The closest that we have gotten from them, so far, is having Radiohead compose "Exit Music (For a Film)" to be used as the credits rolled in Romeo + Juliet, and that was deemed acceptable by the band because it was used to promote the artistic integrity of the film rather than trying to sell a product.
Meatloaf and Hungry-man Frozen Dinners would be a good match. But not as good as Alanis Morissette and Aearo Neon Earplugs.
I totally agree that music is important in branding. I love the Apple commerials with the New Soul song. I think that long after I forget the produt specs I remember the catchy song. I think the best ads have good music.
I agree with the above commercials - the best commercials have the catchiest music. For example, the Vonage commercials have that catchy tune (I learned from an edited version of Kill Bill that it's in there too), but it's very catchy and when I hear it, I think Vonage. O and I actually have Vonage too, so yah!
I want to see The game "Operation" and the backstreet boys song, "quit playing games with my heart." Solid.
maybe Enya and Redbull
I envision a snowboard or motocross video with the song "white men can't jump" by riff.
Surprisingly, I don't think Chapstick ever used Katy Perry's famous, "I Kissed A Girl and I Liked It" in one of their commercials. I know, not the most classy song, but definitely catchy. I am curious if the sale of Cherry flavored Chapstick increased or if Chapstick ever considered using the song as a marketing tool, especially to the teenage audience.
its already happened, freecreditreport.com and their band.
I think Britney Spears would pair really well with Express clothing. Say what you want about her, but she's got some catchy songs.
I would love to see Pink Floyd team up with Kool-aid. Floyd could play their classic song "Another Brick in the Wall" and then the Kool-aid pitcher man could break through the wall and say "Oh YEA!" Call me crazy but that sounds like a lot of fun to watch and would inspire me to drink Kool-aid.
I totally agree, I feel that commercials with catchy songs are alot easy to remember. And I LOVE the Coke commerical that Jessica mentioned...my thoughts exactly. I have always wanted the ANTIDRUG commercials to team up with the Afroman song "Cuz I Got High" (The editied version...of course). It shows the downfalls and missed opportunities that drugs cause.
Well, kind of weird, but the first thing that popped into my mind was Dave Matthew's Band — Ant's Marching and some office supply store, like Staples...
I think that a great team would be an artist such as Enya or Yanni teaming up with A sleep aid like Tylenol PM.
I want to see Dr. Martens paired up with "These Boots Are Made For Walkin'".
Peanut Corporation of America and Fugees "Killing me softly"
Dove soap and Outkast "so fresh and so Clean."
Stimulus PAckage announcements and Papa Roach's "Last resort."
Apple iPhone and Snoop dogg's "Drop [calls] like it's hot"
Department fo Public Welfare and the Offsprings "Why don't you get a job"
Cap;n Crunch cereal and Bloc Party's "Like eating Glass."
Gen X Clothing and Coolio's "Gangsta Paradise"
PETA and Red Hot Chili Peppers "true men don't kill coyotes."
Prozac and Aerosmith "Cryin'"
E*Trade and Beastie Boys "Skillz to pay the billz"
Hershey's Kisses and Ben Harper "Steal my Kisses from You."
John Mcain campaign and Queen's "another one bites the dust"
That's all I can think of.
I like what Geico has done with their new commercials. I can't remember the song they are with, but it sure is memorable.
already happened...bishop allen and HP
I think this is a great question. I love listening to music because of the associations and memories each song brings. I am going to go kind of cheesy on this one, and I hope it does not offend anyone, but Katy Perry's, "Hot N Cold" would be really funny for like PMS medicine or something. I am not sure how it would go over with sales of the product, but it would be kind of funny.
I think that a band teaming up with a product can be a big success or a real failure. If the band is one that your target audience relates to, teaming up with them will likely be helpful to your marketing goal. However, if the band is well-known, but not popular among your target audience, teaming up with them will be expensive and most likely not accomplish your goal.
Current obsessions: taylor swift and dr. pepper. if they collaborated, it would make the world taste better.
this post reminds me of the chris brown's song "forever" that he made for double mint gum. when some people found out that he made it for a commercial, they acted like it was a bad thing, but i dont see why it matters. anyway, to answer the question, maybe some hot r&b artist like ginuwine or keith sweat for those music-video-style burger king commercials
One of my favorite commercials that has a perfect song to it is the mac air commercial with the song New Soul by Yael Naim. You can't help but sing to it and feel happy while watching it. I also love when small indie bands are on car commercials. That always seems to be a good fit.
I think teaming up with music is a great thing for branding. Thinking of the commercials I can remember off the top of my head, all of them have music I can remember. I think music is a powerful medium and can draw strong emotion.
I can imagine something funny with some hardcore heavy metal rock band used in some "branded content" for a good set of headphones with a boring nerdy office guy listening to them. And everyone else thinks he's listening to classical or something...
I agree with the comment that as long as the brand uses the music to enhance the message, music could be used. Has anyone used the Mormon Tabernacle Choir yet?
Mac and HP do it all the time...and I'm pretty much satisfied with their choices.
good question! loved it! I think i would like to see Jack Johnson and HawaiiianAir.
I would love to see my girl Mary J. Blige team up with TV on the Radio and The Roots to turn out a hit or two for Barq's red cream soda or maybe Dockers pants. I bascially wanted to combine all of my favorites things. Either that or I would like to hear Chuck Norris cover a Cat Stevens song to endorse Butterfinger.
anything by 'Ol Blue Eyes for contacts.
U2's "Get on Your Boots" with GAP. I think it's kind of funky, which fits GAP's style.
hmmmm.
Kanye West should team up with whoever invented shutter shades.
The Killers should start promoting guyliner for Maybelline.
Mariah Carey should start promoting anti aging cream.
And the Pussycat Dolls I swear were created to promote the dirty dancing class at Gold's.
One of my favorite ads of all time is the bouncy ball commercial by Sony. This commercial had a really chill song playing while a bunch of bouncy balls bounced all over San Fransisco. I don't remember the name of the song but I remember how the commercial made me feel. When I get the money to buy a nice TV someday that commercial will stick out in my mind.
I think it may be hard to outdo the blog response by Jake Rothfels.
I am just impressed by the simplicity of the recent Apple iPod Nano ad which was simultaneously capable of both bringing the Band Feist center stage, and creating huge sales for the Nano. Amazing.
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