Music Marketing: Using Music to Boost Your Brand

Dick Clark once said music is the sound track of our lives. It’s no surprise then that when an advertiser can connect a brand with a specific piece of music, artist or entertainment experience, they can create value. Those connections translate into loyalty, sales and, in some cases, the creation of brand advocates who are willing to act as ambassadors in their own networks and in the wider social media world. Learn more about how to add music to your brand’s identity below.

Featured Content

Brands, Consumers and the Sound Between: Nine Keys to Marketing Through—and With—Music in 2014.

Every day, hundreds of millions of people hear music in retail locations. That music can help marketers make connections—brands to consumers, bands to brands and brands to authenticity. In fact, it is often the most emotional content a brand can use to communicate its identity. Download this report to learn more about how music can help you build and extend your brand.

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Video Series

Mix Tapes of Tomorrow

As PlayNetwork’s music services team explains, when consumers walk into a venue and the wrong music is playing, the opportunity for a good first impression is lost. The video "Further: The Art & Soul of Music Discovery" explains why retail is the new radio and what marketers need to know to use music to tell their brand stories from the start.

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How to Build a Music Program

Whether an organization wants to bring music into a bricks-and-mortar store, add music to a live event or extend its brand with some tunes online, there’s a process to be followed. This six-part video series offers step-by-step lessons on overcoming common hurdles when launching a music-related program.

Case Studies

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.

Related Articles Looking to learn more about music marketing? Click through to read research, stories and commentary from Ad Age

About PlayNetwork

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PlayNetwork is the leading innovator of branded customer experiences—a global provider of brand storytelling and publishing, original content and entertainment media, digital innovation and software development, audio/visual systems engineering and integration, in-location and on-hold messaging, advertising networks, and support—all under one roof. The result? Breakthrough, omni-channel experiences spanning a range of industries, in-store and beyond.

Our footprint: 325+ leading brands. 85,000+ locations. 100+ countries. 100+ million people reached every day.

Want to know more? Contact us and let¹s talk about how we can help you create an original story.

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