Music in Marketing

There are various strategies involved in marketing and advertising and different ways for businesses to succeed when it comes to business retail sales and distribution, ESPECIALLY when practicing the right marketing skills.

One of the most popular trends for company brands, luxury brands and in fashion is using music and content marketing to generate more outreach and boostbusiness sales. Even fashion retail stores have focused on using music on their websites and even in their stores/boutiques to make the shopping experience more enjoyable for their customers.

(Courtesy of soundslikebranding.com)

Even newer, up-coming bands and musicians are benefiting from the use of their music being used in a brands' advertising/marketing campaigns. This shares their music with the public and gets them recognised quicker and more frequently.  

When it comes to the younger generations these days, they listen to music regularly, and usually feel a concrete loyalty towards their favorite bands, but recent studies have shown that they are not especially BRAND loyal. Those ranging at about 18-34 years old tend to brand hop more than their parents did before them. For them in many cases finding the right “bang for your buck” outweighs sticking to just a brand name.

With this factor challenging brands, many top luxury brands have sought out music to connect with young consumers in a way that proves to be effective. Brands have been incorporating music into their traditional advertising campaigns for decades. Like the Rolling Stones singing about Rice Krispies, and endorsements from superstars for Pepsi and Coca-Cola, etc.

So now thanks to the trend of social music marketing, both brands and bands together can easily seek out and find connections to their consumers in compelling new ways! It may not be easy for consumers to stay loyal to a brand's clothing line or a particular brand of tissues, but loyalty to bands and music can be a powerful tool in marketing when done right. 

According to a recent studies’ data, corporate sponsorship by consumer brands incorporating music into marketing programs was expected to exceed $1.17 billion last year, nearly double what it was six years earlier.

However i have noticed now often times brands aren't investing their business in big-named stars like Jay-Z and Beyonce, it’s the emerging artists that brands are turning towards to represent their brands' labels and businesses.

Mulberry used music in their brands' marketing for the popular brands' 40th Anniversary celebration. They had a number of events throughout the year planned for fashion media to celebrate their anniversary. Each event planned included many artists selected to fit with the brand and attract consumers and media. The artists preformed at each of the planned events but also high-quality music content was generated and housed it’s very own “Mulberry Music” destination and was shared throughout many fashion, lifestyle and music media streams. Lana Del Rey’s first association with the fashion brand was when she performed by the pool at the Chateau Marmont in Hollywood for one of Mulberry’s intimate parties.  At the end of the year, Mulberry even issued a “Del Rey bag” inspired by their collaboration with the talented singer.

Mulberry Del Rey
(Courtesy of: shefinds.com)

Bottom line, music is emotional, artistic and inspiring, so it’s use in marketing can draw consumers in and connect them with a brand in a deep way and is important in a brand’s overall success.

Many of the fashion runway shows seen throughout the year have involved luxury brands and top-named fashion designers selecting specific artists and bands to set the tone for their fashion runway showcasing.

At Fashion Week last year many songs were used along with the Spring/Summer 2013 collections. Check some of these out! (videos courtesy of YouTube.com) SS 2013 collection by Marchesaplayed M.I.A.'s "Bad Girls" and SS 2013 collection by Rebecca Minkoff played "Blue Jeans" by Lana Del Ray.