PlayNetwork.com | Music Marketing: Using Music to Boost Your Brand

Ask the Expert

How can an organization use music to differentiate itself from the competition?

Music plays a big part in defining a brand's identity. Customers associate themselves with attributes of a brand, and with music being such an emotional driver, creating that distinct sound can generate feelings of familiarity and comfort while providing an element of discovery. We're firm believers that quality music branding can never truly flourish without a human touch, which is what we bring the table every time. Algorithms are great for many things, but something as active and dynamic as a brand identity should never be automated. Brands don't put their voice or other parts of their marketing strategy on auto-pilot, and the same goes for music.

How does music marketing change with the season? Should it change with the seasons?

It really depends on the industry. For example, retail fashion brands typically implement four distinct floor sets based on the seasons. For each floor set, music is crucial ingredient in defining the product and desired in-store experience. A spring music strategy can be based around vibrant, upbeat, energetic music that compliments the new floor set (e.g. think of themes like "rebirth", "sunshine" and "spring break"). Summer is often an extension of the spring music strategy, but with a greater emphasis on travel, celebration, festival culture (e.g. think of themes like "road trips", "summer love" and "relaxed beaches"). Fall is "back to school" time, which brings with it increased sales and often a bit lower energy level in terms of music. For winter, you have the introduction of both more subdued music and often holiday programming, the majority of which we are asked to schedule from Black Friday through December 25th.

How do you use music across your marketing channels? Is integration a good idea?

Not only is it a good idea to use music across your marketing channels, it's now an essential tool for connecting with and defining your audience. Now more than ever, brands are utilizing music as a way to incentivize consumers and establish themselves as tastemakers. This goes for in-store, online, on-device, television, radio, print, events and of course word of mouth. It's a question of which products are the right fit with your music and vice versa. Today, brands are often credited with breaking emerging artists (e.g. Feist's "1234" for the Apple iPod or The Lumineers' "Ho Hey" for the Microsoft Bing). The consumer is more music savvy than ever, artists are more open to alternative outlets for getting their music heard, and brands are using a wide spectrum of music strategies to connect with their audience.