Sound Investment

Brands see the value of music

This week saw the 50th edition of the Brands Bands Fans newsletter. Since its inception in May 2007 – and the subsequent launch of our blog, Twitter feed, events and panels, we have covered a vast and ever expanding selection of brand and music partnerships and marketing activity. We hope you’ve found it as invaluable as we have and that it has opened your eyes to the full spectrum of opportunity available within music.

What our ongoing involvement in this space has consistently impressed upon us is the break neck speed of activation; it is relentless, ever-evolving, adapting and diversifying. However, in many ways it is hard to keep track with hundreds of branded music campaigns springing up each month. Many of these can fly under the radar in such a busy marketing environment, and we hope we’ve managed to capture the heart of the brands and music zeitgeist over the last few years. We’ve uncovered some marketing gems along the way, from innovative digital platforms harnessing the power of social media; right through to intimate gigs bringing fans closer to the music they love.

Despite a perceived lull in marketing spend, 2009 has been among the most creative and active years for music marketing, with brands recognising that music touch points offer a longevity of consumer traction that few other routes to market can match. With green shoots of economic revival sprouting as we approach the year’s end we envisage that this level of creativity will continue throughout into 2010. And, as ever, we’ll be there to capture the very best as it happens across the globe.

So What?: For all the campaigns that we cover are any of them cutting through? Do music fans even want brands involved with the music their hold so dear? The answer, it appears, is a resounding “yes”. Exclusive research from FRUKT Music Intelligence’s ‘Brands and Music Manifesto 2010’ (more details on back page) can reveal that consumers are increasingly more accepting of brand involvement in music. A nationally representative survey undertaken in the UK depicts a nation that has moved away from the old concept of seeing bands as “selling out” by aligning with brands. In excess of three quarters of consumers now believe music is an important factor in brand engagement, with 86% open to brands that enrich their experience of a product with music tie-ups such as downloads, festival sponsorships or live music events. The research also highlighted how 31% of 16-18 year-olds, and one in five adults, say music drives their choice of brand if the involvement adds value.

“Brands Bands Fans was created in order to highlight the myriad of music oriented marketing activity, innovations and trends across the globe. Over 100,000 words later, since our very first Pepsi story, we are still delivering a resource unmatched in the industry. A little light analysis shows interestingly, that we’ve covered significantly more activity from the US than anywhere else on the planet, and that MySpace, Sony, Nokia, Samsung and Coca-Cola rank as the most ‘busy’ brands in music according to their respective citations in BBF. It’s so positive that so many brands are now beginning to explore the potential of music – and to understand it’s not just a TV sync or an opportunity for a bit of ‘cool’ by hanging out with new bands… but that music is a vast cultural space.”
Jack Horner, Creative Director, FRUKT

FRUKT Brands and Music Manifesto 2010

97% of consumers like or love music*
…but how can brands harness this passion?

Packed with insight including:
• FRUKT’s vision for 2010
• Building relevant artist endorsements
• Maximizing live music’s potential
• Delivering successful campaigns
• Differentiating music activity
• New research, essays & case studies

* FRUKT Research, as featured in the special report

Download the sampler here

Only £150 or get it for free when you subscribe to FRUKT Music Intelligence (£400pa).

To subscribe, or to order your copy, contact Dudley Ashton:
+44 (0)20 7017 8146 / sales@fruktmusic.com