Hit Brands: Music As Currency 407 words · 2 minute read

Hit Brands: How Music Builds Value For The World’s Smartest Brands

By: Daniel Jackson, Richard Jankovich & Music Dealers CEO Eric Sheinkop

Sonic branding is an intrinsic part of the strategy of the world’s leading brands; the music they use has become some of the most famous on the planet. The use of sound and music makes brands instantly identifiable and helps define their personalities.

Hit Brands is a practical guide from three pioneers of music branding that will demonstrate how to use music to promote a brand with coherence and consistency, as well as how brands can best leverage music to deepen connections and build loyalty among its target audience. Case studies include: Nokia, Nestle, Coca Cola, Universal Music, Warner Music, Barclays Bank, Live Nation, Pepsi, Viacom, Syco, Orange, and Mastercard.

Read an excerpt below and pre-order your copy from Amazon today!

Hit Brands: Music As Currency

“Over the past decade, we’ve witnessed an onslaught of new technologies, companies and business models that although may provide different services, have been working congruently to produce a massive disruption in two industries which have always relied heavily on one another: Music and Advertising. During this time, nearly everything about how people communicate with one another, access information and arrive at purchasing decisions has evolved. This has tremendous implications for the current and future methods by which brands seek to reach their target demographics.

As the old saying goes “You can’t know where you’re going unless you know where you’ve been.” So, in an effort to help you more fully understand the future partnership model for Brands and Music, let us first rewind to the golden age of Record Labels, explore why this partnership first began, highlight the powers that allowed for the partnership to flourish and then discuss the occurrences that have since led to the virtual demise of the traditional model. Originally, the only way to discover new music was through record labels. In their golden age, they controlled the music market in its entirety. Today they play a much smaller role, and have lost a significant degree of relevance in the new music landscape. It is this transformation of the role of the record label, which has opened creative opportunities for artist/music inclusion and created a considerable paradigm shift in how brands and the music and advertising industries interact with one another. “

Be sure to check back here every Thursday for more Hit Brands excerpts!