Over the last few years, and 2013 especially, everyone has been beating the drum about creating an experience with your branding. With companies like Red Bull skying above their actual product to become an icon, it’s not surprising that we’re all taking a second look at how we create a brand’s personality. How is it then that we all seem to miss one of the easiest ways to do this?
No matter whether you’re watching a movie, walking into the Octagon, about the get your code on or simply trying to push through the end of a workout; what helps you know how to feel? Music. In olden times, it was a legitimate legal defense to state that the music that you were listening to made you commit a crime. Music affects us and there is not denying that. Smell may be the strongest sense tied to memory but nothing takes you back to couple-skating in elementary school faster than some Blackstreet. Nothing makes you want to play football like some AC/DC. Nothing makes you want to buy some ______ and then go _____ like some _____> If you can fill in that mad lib, you may have the key to your brand’s success.
Let’s take a look at some of the tools at your disposal.
Throw a Concert
Yeah, I’m aware that this is probably the least likely scenario for your brand. Most brands can’t afford to hire a significant solo artist or multiple artists to throw a concert or concert series in their honor. If you have Mountain Dew or Adidas on your client list though, let’s get going. Throwing an event (and stream it online through your social channels) is a great way to promote your brand through music.
There is an inherent drawback to this plan. If the concert isn’t sharable, it is a one-and-done approach. This event has to be noteworthy enough to carry weight for time to come. Will people watch it again and again? This is why you might want to consider doing an event that teams up two artists who normally don’t team up or run an acoustic concert. These are events that will be looked up afterwards since there aren’t other videos just like it all over YouTube.
One of the most underrated tools is the Branded Spotify Playlist. This has the added bonus of not costing a lot of money and diversity. You can also brand these playlists based on the activity that they’re meant to inspire. If you’re a fitness brand, why wouldn’t you have the perfect Pump Up Mix by _____? If you’re an energy drink that is branded around getting you through the workday, might I suggest some Eye of the Tiger in your blend?
I’m personally a fan of Spotify playlists over Pandora stations because it is more precise in your choices. You put exactly what you want on the mix. There are certain restrictions like having only one song per artist but that can be danced around a bit, especially if you can release an album for an event that you hosted. (See what I did there?)
Example from the show Parks & Rec: Benji’s Cool Times Summer Jamz Playlist
Other Musical Options
I could list out a bunch of great options but creating your own playlist or hosting your own music event are the main two that I would suggest. If possible, do both. That being said, one of the nice things about music is that it is incredibly versatile. There are always going to be new ways to get it to the masses. I’d love to hear from you guys on some of the other great musical initiatives that you’ve seen brands doing. You know where to find me in the Twittersphere.