: Joe Belliotti, Rebecca Jolly
: How Music Grows Brands The Field Guide
: Houndstooth Press
: 9781544537818
: 1
: CHF 7.30
:
: Werbung, Marketing
: English
: 198
: kein Kopierschutz
: PC/MAC/eReader/Tablet
: ePUB
Music is a motivator, a respite, a provocateur. When used strategically in business, it creates culture and connects brand with consumer. As a branding tool, music can be a double-edged sword. Even the most complex instruments, though, are capable of transforming your business-if you know how to leverage them. In How Music Grows Brands, branding experts and music industry executives Joe Belliotti and Rebecca Jolly provide an insider look at utilizing music as your most powerful branding asset. They introduce Brand dB, their proprietary methodology, reveal the secrets of the industry, and provide a roadmap for long-term success. The first resource of its kind, How Music Grows Brands is an empowering exploration of the power-and potential-music has to shape culture and drive business.
Chapter Two. 
Why Music?

Audiences Are Choosing Music More than Ever


Audiences today have more choice and control over how they allocate their attention than ever before. Some people actually go as far as calling it the attention economy. If viewers aren’t engaged by ads, they will avoid, skip, or block them. YouTube made it common to skip ads, but even the timer countdown can frustrate viewers enough to leave a negative impact on the experience. When skip functions are not enough, many are making the move to paid subscription models on platforms like Netflix or Spotify to avoid the ads. Imagine spending all that money creating an ad that people pay to avoid. Ad avoidance in general is gaining popularity, with about 40 to 50 percent of people around the world using some form of ad blocker. These are broad-scope examples; however, for specific customer segments, even larger percentages of the audience may be working hard to dodge the content funded by your hard-earned marketing budget. Technology that filters what gets our attention is only becoming more common.

Evidence clearly points to people choosing music in more moments, across more devices, throughout their day. When Spotify was first gaining traction, founder Daniel Ek said that his goal was to make it easier and more convenient for people to access music. He has, and it keeps getting easier. Voice devices like Echo, Google Home, and HomePod share one thing in common: music is their number-one use case. People ask these devices to play songs or playlists. We’ll dig more into how to leverage this in marketing later in this book.

The love is there. The attention is there. Music is a massive passion point across audiences. Music in marketing and brand building isn’t a new, shiny object, however. We’re not trying to show you something that’s never been done before here. Music has helped build brands for over a hundred years, maybe longer, and throughout that time, best practices have emerged that we can apply to new initiatives. As the world evolves, music evolves with it, giving brands a constant flow of innovation, inspiration, and access to culture—if they invest in a proper understanding of it.

Music Is Social Currency


We like Reid Hoffman’s definition: trust equals consistency over time. The same can be said for anything that has value that must be earned. Culture isn’t created in one moment. Credibility and relevance don’t happen in a single instant through one action or mome