What advertisers can learn from an 80s rock icon about staying relevant
Over the years, perhaps no industry has endured as much change as the music industry
Simon Le Bon joined us at SWRV 2020, the Global Summit for Worldwide Partners (WPI) independent agencies, to discuss what it takes to stay relevant in an ever-changing world, how Duran Duran continues to thrive, and how his sound design agency Syn Music, a WPI Partner, continues to evolve as it celebrates its 30th anniversary.
Throughout his discussion, Le Bon uncovered several parallels between the music and advertising industries, and provided seven tips for how brands can adapt their brand, grow loyalty, and maintain cultural significance across decades and across the world.
Stick to your core audience
Le Bon credits their decades-long staying power with knowing who their most devoted fanbase is, and remaining loyal to that audience. “You’ve got a contract with your core audience, they are the strength of the band” said Le Bon. “You’ve got to look after your core audience and get them first so that new people can get to know you.”
Brands are wise to do the same. When launching a new product or service, new campaign or new message, you need to ensure that it will resonate with your most loyal customers if you have any hopes of reaching new audiences.
Be willing to adapt and change
“We made the decision early on to always explore new ground,” said Le Bon. This precedent was set right from the start with fans, so they weren’t shocked or turned off when the band branched out to something a little new.
Brands that can embrace this flexibility will also thrive. Take LEGO for example. Founded in 1932, this Danish brand started with simple wooden toys and plastic building blocks. As toys became more high tech in recent years, one might expect LEGO’s popularity to fizzle out. Yet the brand has smartly collaborated with popular films and TV shows, such as Stranger Things, and launched a series of successful movies to remain relevant. The lesson: Adapt or die.
LEGO has remained relevant by collaborating with popular movies and TV shows like Stranger Things. Ad campaign created by WPI Partner Advance in Denmark.
Relinquish control of the brand
“As soon as you release a song, it stops being your own and starts to belong to the fans,” said Le Bon.
For brands, the same is true when you launch a campaign--the message is no longer yours. It becomes your customers, and with the right message, the right timing and a little luck, it can even become part of the culture. Take the recent TikTok from Idaho potato worker Nathan Apodaca and how Ocean Spray has embraced and leveraged this customer. Brands and marketers must be willing to relinquish control and ride the currents their customers and the public create.
Don’t get greedy with your audience’s attention
People want options to listen to different music genres based on their environment and their mood. “You have to become part of the wallpaper,” said Le Bon.
The same is true for consumer purchases. You can’t get greedy with your audience’s attention or their dollars. Like any relationship, brand loyalty is based on trust--the consumer must trust that your brand is going to deliver a quality product or service, and the brand must trust that the consumer knows the value your brand provides.
Digital makes you more accessible
“The effects of the digital world on the music industry has been extraordinary,” said Le Bon. Digital platforms have made it possible for smaller bands to get their name out there and get heard from anywhere in the world, and they’ve created a resurgence of older albums with new audiences.
Digital has also leveled the playing field for brands, and given a platform for start-ups and smaller brands to reach consumers anywhere in the world, at any time. MVMT Watches is the perfect example of how digital can turn an unknown company into one of the fastest-growing brands in a crowded vertical. MVMT is the first watch to be sold solely online, and used only social media and digital marketing to reach their target audience, effectively disrupting the industry and ultimately getting acquired for $300 million.
Collaboration is everywhere, and essential
Le Bon’s entire career has been an exercise in collaboration. Collaboration with the Duran Duran members. Collaboration with producers and other artists. Collaboration with Syn Music partner, Nick Wood. “Whenever you go into the studio with a producer, that is a collaboration. Whenever you record with someone, that is a collaboration.” Creating music is an inherently collaborative process, it’s everywhere and it’s essential for success.
Advertising should also be a collaborative process. Collaborations can be with other brands, as streetwear brand Supreme has done with Nike, Louis Vuitton and other clothing companies to increase exposure. Collaborations can be with influencers, as beauty brand Glossier does for 90% of their marketing efforts. In fact, collaborations can be with anyone to create something powerful and unique, as Syn Music did using a human voice and the music of Nino Rota for the engine sound of Fiat’s 500E electric vehicle.
Ideas can come from anywhere
Syn Music co-founder Nick Wood joined Le Bon to discuss how they are remaining relevant after three decades, and cited an enduring thirst for new ideas. “We are like truffle hunters of sound,” said Wood. They listen to eclectic playlists, share songs regardless of any one person’s negative review, and search for diamonds in the rough. And when they find that undiscovered talent, Syn helps them get noticed as they did with a new licensing collection of Japanese artists, called “Made in Japan.”
Brands and advertisers must have the same passion for developing new products or services, and coming up with new campaign strategies. Whether it comes from the marketing director or the intern, whether it’s a broad global campaign or a small tweak to messaging, no source and no idea should be ignored.
The music and advertising industries share a great deal in common--both have been radically changed by technology over the past few decades, both have a lasting effect on society and culture, and both have the capacity to unite diverse audiences. “Music has the power to bring people together, to cross borders of language and culture,” said Le Bon.
The same is true for brands.