Join the band?: More than ever, marketers are letting the music do the talking

This article explores the growth in the number of brands collaborating with musicians in order to change consumer perceptions and deliver tangible business results.

Join the band?: More than ever, marketers are letting the music do the talking

Robin Schatz

Key insights

  • The music and the brand have to have shared values.
  • Find emerging artists and work with them to make the music you want.
  • Music can radically change consumer perceptions of a brand.
  • Artists aren't part of your media inventory; they're a relationship that can take a lot of managing.

Brands have been aligning themselves with musical artists for decades and, in the case of Coca-Cola, for more than a century. In 1904, Metropolitan Opera diva Lillian Nordica became one of the brand's...

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