Turning Change Into Dollars
Bob Dylan wrote “The Times They Are A Changing” back in the sixties, as a political statement describing the feeling of the country.
Today it’s the musician that struggles with change, as file sharing, label consolidation and monolithic radio playlists have challenged musicians to find new paths to prosperity.
One route that’s become popular is aligning with corporate America to help sell product – a rare concept when Dylan, the Beatles and Janis Joplin were influencing a generation of young people.
Until recently, if artists took money to promote a product it was “selling out.” But today, the concept of “selling out” isn’t a term that most Millennials even recognize – as either a good thing or a bad thing.
This phenomenon is fortunate for savvy brand managers who understand the value in reaching consumers through emotional platforms. It’s also a good thing for musicians.
For many of today’s musicians, “selling out” has become a new norm – an opportunity to reach new audiences and make some money in the process.
Television shows and commercials routinely unite brands and bands. Concert tours and album releases are peppered with corporate branding and perks for preferred customers or card-carrying members.
What does this mean for you and your brand? It means opportunity is knocking.
Bringing music to your marketing mix provides an emotional association with icons of popular culture. It expands your reach, makes your message hip, and puts your brand in a three-dimensional world that’s exciting and relevant to the masses. Most importantly, it touches your customers emotionally at the moment you share messages designed to influence decisions.
So if you’re a brand marketer and you’re looking to speak a new language, consider licensing a song or partnering with an artist who speaks to your audience.
For years, we’ve handled licensing deals and custom campaigns that blend brand and band.
For help reaching your goals in a world that never stops changing, call 615-866-5003 and learn more about how Cord Management can integrate your marketing with power of popular music.