Brands brands brands...a word you can't easily miss in today's music industry. But what makes them so special now?? Large corporate Brands have been using musical culture as a marketing tool for years; partnership endorsements, festival sponsorship, TV advertising...the list goes on.
As with many things 'music' these days, the decline of the record industry has a lot to do with this sudden Brand obsession.
Traditionally, it was never 'cool' to work with Brands...musicians thought they were too corporate and capitalist and turned down major income for the sake of protecting an important reputation with their fans. However, don't forget that this was in an era when CDs were selling in mass quantities and musicians were actually making enough money to be able to turn down these deals.
This now answers our first question: what makes Brands so special NOW?
EVERYONE NEEDS MONEY!
It's sad but true...The music industry has become a place where it is extremely hard to make money. Sales are down, advances are minimal and marketing budgets have been cut. Brands are the only ones with any money AND resources to help market and promote musicians (especially on the emerging music front where it is increasingly difficult to get noticed amidst the mass of other artists)
'Cool' bands and artists no longer have a choice and although there are still a few, stalewats of the last generation who turn down opportunities with the 'capitalists', most musicians welcome the chance to work with companies that are happy to pay for their time.
A final thought to leave you with...
In this piece, we have been talking about Brands and music in a general sense however there is an interesting model which is being established in which Brands gain more from working with Emerging Artists. This is, on the surface, strange as you would've though established, major label musicans would bring the Brand more benefit...Have a look at major artist-brand campaigns happening at the moment and see whether that's case...Let me know your thoughts!
Gid
Thursday, 12 November 2009
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