Music is all about reaching people through vibrations, words and sound. It not only establishes a particular mood, it is a visceral vehicle for communication and an avenue for personal expression. Music transcends visual representations to evoke a particular feeling, theme or message. When people listen to their favorite bands, concertos or guitar riffs, it stirs something innately human and they instantly feel a part of something more significant – a community and a movement.
Since music and sound brings people together, the multi-billion dollar industry has greatly influenced society through the fields of dance, art and even technology. Services like Spotify , Deezer and the iTunes Radio transforms everyone into a DJ to discover and listen to new tunes, create mixes on-the-fly and share them with friends across the globe. Mobile app Chirp uses audible frequencies as a way to wirelessly transfer files between devices. Now the sound of bird-tweets can be used to send photos, links and notes to friends and colleagues.
Brands Embody Musical Tastes
With the evocative pull of music, brands like Apple, Red Bull, Burberry and Mountain Dew have invested millions of dollars to inject music into their commercials and campaigns. With the growth and popularity of digital music formats, there’s a huge advertising opportunity for brands to get in front of a captivated audience with a targeted approach, as well as using these services inside other platforms where people are spending a majority of their time.
“Music is one of the most tweeted topics,” said Ted Cohen, a former label executive who is now a consultant to digital music companies. “Discovery is critical to the growth of music, and the new gatekeeper is recommendations from trusted sources.”
Next Big Sound is a company that helps brands and record labels identify the trending songs on social media channels, and provides detailed analytics for brands looking to include music in their advertising campaigns. The company tracks billions of social signals to help record labels, artists and brand to make better decisions about how music is influencing the masses. Next Big Sound also just landed a partnership with Spotify to provide data, insight and context to over 400K+ artists so brands will able to see audience demographic info like age, gender and location.
Twitter Music recently launched to provide more social relevance to bands, facilitating the use of streaming music services like Spotify and Rdio. Twitter scans people’s social media feeds to access the musical tastes of friends in order to recommend new music on the platform. With over 200 million users around the globe, this surely gives people something to Tweet about.
Combining social with music seems like the ultimate formula for Twitter, who has been playing with different ways to monetize its offerings over the last several years. The company has recently ramped up its Sponsored Tweets offering to drive revenue.
Music in Display Advertising
The inclusion of music in television ads is nothing new, but the integration of musical experiences into display ads is something that hasn’t quite been done before. Startup F# in New York, is working with music streaming services to create cool, new ads for leading brands on social-centric platforms like Spotify and Facebook. F# has designed creative, unique ads for companies like Frito-Lay, Microsoft, MillerCoors, Unilever, Universal Pictures and countless more.
According to Dan Merritts, CEO of F#, “We’ve been working with Spotify, so we leverage their impressive music library into our ads. Whether it is an ad that lives inside Spotify, where you can drag and drop a playlist to be analyzed to see which movie character you would be, or outside Spotify where you can add a song on a particular theme – such as Guilty Pleasures.”
By integrating music into ad experiences it creates a deeper connection – whether it’s listening to an actual song or setting a mood through sound. Merritts added, “People are already passionate about music, so it’s about incorporating that into their ad experiences to form a deeper connection with the brand. This ultimately creates a lasting association that often improves awareness and drives purchase intent.”
After an artist lays down tracks, the real magic begins as people come together around the music. When meeting someone for the first time, the topic of music will undoubtedly come up and one’s musical interests reveal a lot about an individual, helping to establish an instant connection with others. In today’s market, popularity and consumer voices have a major impact on brand success, with almost as much influence as the voices of the artists themselves.
And brands and bands around the world rejoiced.