Music is the soundtrack of our lives – literally. We listen to it on the daily commute to work, while doing chores and when checking off the to-do list at the office. What better way for content marketers to permeate the consumers’ psyches than through their ears with music marketing! But it’s not easy, they have to go above and beyond the traditional jingles and TV ads to catch our dwindling attention.
Music To Our Ears
According to Music 360 2014, Nielsen’s third annual in-depth study about U.S. music listeners, 93% of the population listens to music (yeah, we’re not surprised). Americans spend more than 25 hours each week listening to their favorite tunes.
In the 2013 report, Nielsen found that music lovers feel more favorable toward brands that engage them through their favorite tunes. Half (51%) of all consumers favor brands that sponsor a concert or tour. Two out of three (67%) festival attendees feel the same way.
Branded Musical Harmony
Anheuser-Busch struck gold when they teamed up with music and fashion mogul Jay-Z for the annual Budweiser Made in America festival on Labor Day weekend. In 2013, its second year, attendance doubled from 40,000 to 80,000 in Philadelphia. In 2014, the festival became the first tour to operate simultaneously on both U.S. coasts when it extended the tour to Los Angeles.
The festival gave Budweiser the opportunity to attract many more fans by offering them a grand, unique experience through music marketing. Those festival-goers are likely to spread the word about the festival and in turn, execute word-of-mouth marketing for the brand.
Captivating the Millennial Music Market
Millennials are much more diverse than previous generations. Forty percent identify as African-American, Asian-American or Hispanic. This generation makes up 24% of the U.S. overall population and their purchasing power is growing. Multicultural consumers are more likely to attend live concerts and music festivals, and seek customized playlists on streaming services, such as Pandora or Spotify, than non-Hispanic white consumers, according to Nielsen. As a brand, if you’re trying to reach the next crop of buyers, then music marketing might be the channel to pursue in meaningful ways.
Non-Musical Brands Dance To a New Tune
Last year British style and luxury brand Burberry used music in a new way to reach its audience. Their Facebook page utilized hashtags, such as #ThisIsBrit, to promote the Brit Rhythm men’s fragrance launch and the Brit Rhythm concerts. A Facebook app also provided the Burberry Acoustic playlist, which showcased emerging British musicians, and played the tracks within Facebook. YouTube videos of the artists also appeared in the Newsfeed. Although Burberry isn’t in the music industry, this project could have attracted a wider audience that enjoys other aspects of British pop culture and wants to learn about new artists.
Some brands, including Wendy’s and the CW, have gotten in on music streaming by providing playlists on Pandora and Spotify. To promote its new show, Jane The Virgin, CW used a Spotify ad that asked listeners to subscribe to and add tunes to a special baby-making playlist. It plays up the plot of the show and engages a new audience.
Recommend A Sweet Sound
Sponsoring music festivals, showcasing new artists and engaging fans through specially curated playlists are just some of the ways brands are using music marketing to reach fans. What are some other tactics you’ve seen? What has caught your ear?