Music has become a strategy linchpin for marketers as they’re increasingly looking to participate more authentically in culture as opposed to appearing around it. But as the trend continues, music marketing experts say brands must keep two things in mind: music appreciation versus appropriation and thoughtful partnerships with artists.
“It’s about you as an organization, valuing something or someone deep enough,” said Phil Osborne, vp of production at advertising and digital agency Ruckus. “You’re not just using someone’s art. You’re owning what that art represents — so a whole other level of brand values.”
Whether it be partnering with a well-known artist to produce an exclusive track or creating and rolling out original music as a brand to land a viral hit song, marketers are hedging their bets on music as the conduit to culture — especially with the boom of TikTok.
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The original post is at Marketing Archives – Digiday
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