When brands meet bands: top tips for crafting a pitch-perfect music strategy

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There is, of course, also the occasional flop and Simon Labbett, founder and creative director of Truant, points to when Apple pre-loaded U2’s new album on everyone’s iTunes: “Customers saw it as an invasion of privacy, a way of a big brand forcing something on us, ‘rock-and-roll as dystopian junk mail’ as the Washington Post described it.”

So, we asked agency experts who have all been involved in executing music strategies on behalf of a brand to reveal their top tips for getting it right.

Simon Labbett, founder and creative director, Truant: “Be expansive in your thinking: more than a track on an ad, clearly. Think of music as the most engaging media channel you could hope to have. The right partnership can shape brand perception or even bring a brand back from the dead. Louis Vuitton employing Pharrell is a great example of a brand that has adopted this philosophy. It could have used him for considerably less money in one or two campaigns, but it wanted a deeper, more meaningful relationship.

“Don’t obsess about scale: it’s easy to get seduced by the Travis Scott Fornite case study and the 45.8 million kids who saw it. But don’t underestimate the intimacy of an artist’s relationship with their fans and the loyalty and trust that brings. Music has so many genres and sub-genres that any brand has the ability to micro-target to great effect. It’s often the lesser-known artists who have fiercely loyal followings. Form a relationship early on and it’s not only cost-effective, but you have the potential to grow with them.”

Will McCartney, strategist, Wunderman Thompson: “For a partnership to resonate with consumers, the musician must share overt values with the brand. Be it environmentalism, accessibility or equal opportunity, if an artist is seen to embody the same ethos of its partner, it will convey a significant level of believability to the consumer.

“It’s also important for brands to consider how they show up in the music ecosystem. For instance, Levi’s Music Project is an example of a brand-music collaboration driven by a tangible goal: to provide music education within communities. The brand has recently partnered with musician Khalid to provide equipment, music software, mentoring and in-depth conversations in Khalid’s hometown of El Paso.”

Nicola Murray, director, M&C Saatchi Sport and Entertainment: “If you don’t have a fan-first approach then don’t bother joining the party. Entering into a space where people are extremely passionate about their favorite artists, festivals and music experiences means it’s a place of cynicism too. If you’re not in it for the good of the fan they will judge you, they won’t engage and you’ll be left doing the litter pick up. Audiences are open to brands showing up on stages more than ever before, but you’ve got to do it credibly; speak their language, create unexpected experiences and work with artists that have great fan alignment.

“Know what you’re measuring and take your time. Brands partner in music to grow love or value, ultimately creating cultural relevancy, but to succeed you’ve got to be in it for the long haul and for the right reasons. One-off sponsorships or product placement opportunities are a quick fix and fun to be part of, but they won’t bring long-term change. Set out your three-year plan; drill down to your objectives, evolve with music scenes and over time your brand will see growth in love, relevancy and sales through a larger and more passionate fan base.”

James Kirkham, founder, Iconic: “A well-defined music strategy is vital today, with the community the prime consideration. Get it right and it’s an influential advocate, leveraging fan power is a potent brand weapon as enthusiasm is so infectious. But it’s not for the short term. Executions might have tactical ‘moments’ (think summer festivals) but the strategy is built to last. ‘Culture’ comes from ‘cultivate’ and ‘nurture,’ a great reminder for shaping strategy, long-lasting, considered and grown over time. Authenticity and relevance are core otherwise you’ll risk backlash. There’s little point in backing a bandwagon artist or new music scene if there’s zero relationship or brand value alignment.

“Consider a record label, music brand or platform with multiple artists so you’re not limited to a single one. Is there a ‘queue jump’ and obvious wins for consumers to become fans via a music play, with added value through ‘money can’t buy’ opportunities or talent access? Align to the wider culture. Music thrives with sports, fashion and gaming, so reference and respect these touchpoints and passions as much as the music play. Any strategy should have flexibility and depth to demonstrate how music operates with other passions.”

Ben Saul-Garner, co-founder, Attachment: “Co-creation with the artist enables a brand to take advantage of their knowledge of what will land best on their channels with their fans. You might want to push for an extra Instagram deliverable, for example, when for their fans a post on their Discord would be more impactful. Another success driver is to think long-term. Most artists prefer collaborations that last beyond one campaign. Get in early enough with the right artist and you can win together as they explode.

“There’s no fixed way a brand/artist collaboration has to work. Most relationships we see begin with the brand and a clear brief – we then go and find the best person based on those objectives who have the right alignment. But, sometimes, it can start with the artist having an idea or need that a brand can help facilitate.”