White house music

Music branding gets political

What?: When the brand you are promoting just may end up running a medium-to-large country, music takes on a whole new meaning. The six main candidates for November’s US presidential elections are promoting themselves with a selection of official and unofficial music alignments. Rudy Giuliani has opted for ‘Life Is A Highway’ by Rascal Flats, Barack Obama sees U2’s ’ City Of Blinding Lights’ as his perfect match, with Elvis, Lynyrd Skynyrd and John Mellencamp also being aimed at the baby boomer voter.

UGC music has its place amid the US elections too, whether candidates want it or not. ‘I Got A Crush On Obama’, an R&B ode to the electoral candidate, has been viewed more than 4M times on YouTube since the summer. ‘Hot 4 Hill’ by Taryn Southernquickly emerged as a follow-up rival viral. Back in the summer of 2007, Hillary Clinton cast an online vote for her campaign song via a YouTube video. Users opted for Celine Dion out of a choice that included the (seemingly obligatory) U2, plus K T Tunstall and the ever-politically-difficult Dixie Chicks.

So what?: When D:Ream thrust ‘Things Can Only Get Better’ at us from the New Labour bench in the 1997 UK elections, its blinkered mock techno heralded the begining and end of Britain’s political music branding. The American Dream, however, is still putting its best musical foot forward. A political candidate is no different to a Coke can or sports shoe when it comes to branding, and music, once again, can create a strong emotional bond. Are there lessons to be learnt in the wider brand space from music’s use in politics, and similarly should politicians spend more time considering their theme tunes and allegiances? Just how big a part did U2 play in Barack’s recent success in Iowa? Was Celine Dion actually a Titanic failure for Mrs Clinton?

“Many artists like Chumbawumba and Billy Bragg identify their politics through their lyrics while others position themselves as neutral. It’s an emotionally-charged mix which works so long as it’s consensual”
Adrienne Dunlop, Brand Consultant

“The ubiquity of services like YouTube now enable music and politics to meld like never before, the UGC hand now swaying public perception as much – if not more so – than generic fist in the air rally openers”
Giles Fitzgerald, Deputy Editor, Five Eight

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