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In this opinion piece, Publicis Sports & Entertainment account director Josh Phillips argues that the rise of “underground superstars” is creating new opportunities for brands…
Music has long been a focus of marketing efforts for brands and agencies. Music audiences are intuitive, loyal, quantifiable and distinguishable, a dream for any brand to work with.
whether Phil Collins’ music is used by Cadbury; Sam Ryderhas a long history of successful campaigns pioneering the music market, including a recent collaboration with Vodafone. But the music industry is dynamic and ever-changing. The industry is notorious for failing to adapt to technology and struggled to adapt when illegal file sharing became rampant.
More recently, the owners of the repertoire Exactly the platform they thought would bring the end of paid music consumption.
2023 is going to be a big year for the music industry, and it will change the perception of what the industry is and how it works. We need to rethink our perception of what record labels are and what they do.Traditional record labels still exist, but most record labels today Technology is at the heart of strategyis fully integrated into all aspects of the business and operates with a firm ethos of never repeating the mistakes of the file-sharing age.
Instagram Reels and tick tock It offers a new way to engage with music. Meanwhile, Silicon Valley startups offer innovative and agile possibilities for consumer experiences, from hologram concerts to events. metaverse.
Brands should take advantage of these opportunities to get the most value and impact from their spend across channels, ultimately realizing the best ROI. In addition to this, brands should also be aware of the industry paradigm shift. The era of “superstars” is over and the era of “underground superstars” is upon us.
10 years ago, warner musicof top 5 superstars generated 15% of revenue. Today, that number has dropped to just 5%. This is a trend we are seeing across the industry as more music becomes available across different channels and content streams. catalog (Definitions vary by label) It makes up a higher percentage of overall revenue for major record labels than frontline (new music).
It’s time to consider approaching collaborations with artists as most A&R departments do. Expand your options and be proactive.
Josh Phillips
It’s important to note that the Rolling Stones no longer need the multiple album releases required to become successful music artists. One hit with the virus is enough for him, and the low barriers to entry clearly have an impact as well.took Nathan Evansthe postman singing in the famous sea shack, is a prime example, and has raised over £450,000 after posting his own version of a 19th-century whaling song. Wellerman on TikTok.
In the past, artists needed label support, A&R facilities, marketing budgets, production capabilities and expertise to get their music heard by everyone. Such barriers no longer exist. With over 100,000 songs being added to the streaming platform every day, this is a record stat. Why should an artist sign his three-album deal with a major label when he can upload tracks to Spotify and create TikTok videos? You can reach Gen Z without compromising your income.
The reason terms like “explode” artists still exist is because it’s accurate. These are fireworks moments where success comes swiftly and emphatically to everyone involved. TikTok makes this easier than ever, so brands need to be as knowledgeable and ahead of the curve as possible. Whether it’s collaborating directly with an artist or label, keeping an eye on their release schedules and appearances, or simply badmouthing an artist or artist.
One brand that does this well is John Lewis, by staying away from Lily Allen and The Beatles and leveraging and supporting up-and-coming artists. Our latest iconic Christmas ad features some fresh talent, including: Laura Youngis a South London singer-songwriter and New York-based rotating music collective. postmodern jukebox.
Will traditional ‘superstar’ artists continue to be relevant value exchanges for certain brands in 2023? Sure they will.with Dua Lipa Miley Cyrus will continue to work with luxury brands known for being immune to the national mood and the cost of living crisis. But for everyone else, it’s time to consider approaching collaborations with artists as most A&R departments do. In other words, broaden your options and be proactive.
This idea, combined with the understanding that record labels are now dealing with the tech business in a way that is exactly the same, allows brands to work with “underground superstars” rather than retroactively tapping into them. It can help create big moments in music.
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