Think music videos and artist brand partnerships are just for kids? While it is often assumed that tweens and teens are the predominant target group, this is a huge misconception. In actuality, the 45+ age group is the largest music buying demographic.
Turns out you may want to reconsider marketing opportunities with one of the highest ROI’s available in the world of entertainment marketing – and daresay, advertising in general.
Brand exposure in a music video has the potential to far outreach what can be secured through a product placement in a movie or TV show, with the additional benefit of international impact. Music unites generations and seamlessly transcends language and cultural barriers unlike any other medium. Because of this, music can be used by brands to target consumers by age, sex, music taste and even psychographic detail. Music provides a constant beat to our daily lives, and brands who successfully harness this power open the door to becoming trendsetters, driving social conversation and reaping sales profits.
Digital video consumption is on the rise, and it has become today’s mainstay of consumer exposure to music videos. Combined with the fact that the TV advertising space has become overly cluttered, music videos have become an extremely prevalent medium for product placement in recent years.
Music videos offer one of the fastest turn-around times from script to screen in entertainment marketing. This is terrific for brands that are at the ready – and very difficult for brands who need more time to evaluate and consider. To ensure the ability to move quickly when that right fit comes resounding over the airwaves, brand managers should put a plan in place with these 9 steps to create a successful music video partnership:
- First, decide the minimums that will create happiness for the brand marketing team. Partnering with a music video or the lyric video that accompanies the debut of top hit songs allows the brand to become seamlessly integrated into the music storyline. Who says there are no guarantees in life? With music videos, dollars talk, and brands can lock in guaranteed minimum seconds and appearances on screen. The music video producer will work to incorporate the brand into the storyboards, so clear expectations are managed by all.
- Consider who the desired demographic is. That demo will determine what music genre – and ultimately artist – to target. From rock to pop, country to rap and more, there is a genre that fits every brand.
- Determine the available budget. With integration fees typically ranging from the high teens to the mid six figures, knowing what budgets are available will allow the brand manager to hone in on appropriately tiered artists.
- Get a copy of the song to determine if it supports the brand’s messaging. Light, fun or flirty versus violent or overtly sexual make a big difference.
- Next, find out what the storyline to the video will be. Many music videos interpret images and scenes from the song’s lyrics, while others take a more thematic approach. Make sure the story is one that will provide brand lift versus negativity.
- Review the storyboards to ensure there is an opportunity for organic integration. Just as with any entertainment partnership, consumers want relevancy.
- Realize that not all music artists will drive a partnership into a home run. Some artists are not brand friendly, and may make promises they don’t keep. Get iron clad agreements in place to protect the partnership, which include penalties for lack of performance should the brand be offsetting a significant budget by providing an exclusive location for the shoot or high quantity of product. Make sure the label and the manager are on board, and find out who is controlling the artist’s execution of the plan.
- Consider the artists’ social media reach. There is tremendous value in creating supporting marketing tactics that allow the artist to engage their fan base with the brand. Look to see what legs can be built with teasers and artist driven brand call outs on those social media sites. Build an artist driven sweepstakes that will further promote the partnership.
- Consider what opportunities exist to bring the brand partnership to life outside of the music video. Partnership options beyond storyline integration with music videos include:
- Behind the scenes exclusive footage.
- Hosted debut of the video on the brands’ social media sites or website, creating a flurry of PR and social media conversation.
- Strategically aligned pre-roll media buy preceding music video play to incorporate key brand messaging.
- Sweepstakes hosted by the artist’s social media site(s).
- Music download codes at retail provided as ‘gifts with purchase’.
- Artist tour sponsorships.
- Artist endorsement campaigns.
When a brand becomes part of a music video or lyrics of a song, the brand partnership is there forever. Consumers cannot simply skip the advertisement and are more likely to actually trust the opinion of the artist promoting the brand in the song or video. Music and brand partnerships are here to stay and will only continue to grow and further develop into extremely strategic business models.
Now – where to start? This is where a seasoned entertainment industry expert with developed relationships can come to your aid and help you get that info on that next hot artist while protecting your brand and ensuring the partnership is ironclad and amplified to perfection.