News and views on what matters to me: mindfulness, leadership, public relations, marketing, social media, pop culture and every now and then I will surprise you with something else.
You know you’ve read a great article if you are still thinking about it a week later. That is how I feel about an article I read in Madison+Vine last week that talks about an agency pioneering some changes in the way records and artists are being marketed. Before I talk about the article, I will say that I enjoy marketing campaigns that are able to touch on passion points of its target market and do so in a way that doesn’t feel like marketing. Some who believe that marketing is manipulative will argue that point, but we are living in a very branded world and individuals identify themselves through the products they buy, music they listen to and causes that they participate in. This can be an ongoing debate-the way I look at it, if we are already living in a culture that is rooted in marketing, lets champion campaigns that do so in a way that truly touches the consumers.
Now, back this article…the quote below from Ryan Fey, the CMO of Omelet pretty much says it all.
We take a look at new talent and artist through a brand lens. This could mean taking a look at a band’s location, their following, social-network audience and presence, mass marketability, niche quality, point of difference, etc., and of course the music. This gives us a clearer path to success based off brand guidelines and brand-development disciplines, which really only comes from our world and doesn’t exist in the music industry.
We all know the music industry is changing, but Fey’s approach (which by the way was used with Eminem’s new release) is really changing the game. Marketing new artist and their records will become a much more strategic approach and will be paralleling actual brands. If done correctly, this approach will allow audiences for more compelling content and experiences at concerts and events. The marriage between brands and bands can be dangerous if it is not the right fit and if there is nothing compelling or authentic about it. As the music industry’s future is still a work in progress we will see many not so good examples before we see a unity between a brand an artist, or an artist and a cause that really makes sense for both parties. This is an exciting time for both marketers and artists-they get to really push the envelope and try some creative approaches. I also hope the content that is produced does truly give the audience something to hold onto. Something that is worth their time and that will leave a lasting impression that will ultimately come back to the music and the story behind it.