Search posterous

Search all posts and users. Type a name, type a favorite song title, whatever! See what comes up.
  

More posterous blogs











More recommended blogs »

Here are posterous posts filed under musicmarketing...

Flatacre says...

(download)

Over the course of a couple of years, my musical taste radically changed from rock, to progressive rock, to fusion, to straight-ahead jazz and bebop.  During those mid-teenage years, I also went from playing electric bass, to fretless, to upright. I ended up privately studying with a couple of great teachers and was admitted to York University’s jazz program when I was eighteen.

Jazz for me was the greatest, most creative music ever invented. In fact, it wasn’t just invented, it was reinvented every time a standard was called out and improvisation began.

I became so obsessed with jazz that it was musical heresy to listen to anything else. I sold, or traded all of my rock, progressive rock and fusion albums for jazz recordings.

This all abruptly ended when I got married and had to support a family. It was obvious that I couldn’t feed my new family off the business of playing jazz.

Since then, I’ve had plenty of time to open my ears again to other forms of music. It’s also given me some time to consider the problems and opportunities of what still remains my favourite form of music.

In a Wall Street Journal article, titled “Can Jazz Be Saved?” Terry Teachout says:

“In 1987, Congress passed a joint resolution declaring jazz to be “a rare and valuable national treasure.” Nowadays the music of Louis Armstrong, Duke Ellington, Charlie Parker and Miles Davis is taught in public schools, heard on TV commercials and performed at prestigious venues such as New York’s Lincoln Center, which even runs its own nightclub, Dizzy’s Club Coca-Cola.

Here’s the catch: Nobody’s listening.”


He goes on to pull data from the National Endowment for the Arts’ latest Survey, which presents a picture far less than hopeful on the survival of jazz.

  • In 2002, the year of the last survey, 10.8% of adult Americans attended at least one jazz performance. In 2008, that figure fell to 7.8%.
  • Not only is the audience for jazz shrinking, but it’s growing older, fast. The median age of adults in America who attended a live jazz performance in 2008 was 46. In 1982 it was 29.
  • Older people are also much less likely to attend jazz performances today than they were a few years ago. The percentage of Americans between the ages of 45 and 54 who attended a live jazz performance in 2008 was 9.8%. In 2002, it was 13.9%. That s a 30% drop in attendance.
  • Even among college-educated adults, the audience for live jazz has shrunk significantly, to 14.9% in 2008 from 19.4% in 1982.

He then finds direct correlation between the median age of the jazz audience with classical music (49 in 2008 vs. 40 in 1982), opera (48 in 2008 vs. 43 in 1982), nonmusical plays (47 in 2008 vs. 39 in 1982) and ballet (46 in 2008 vs. 37 in 1982) - concluding that the average American sees jazz as a form of high art.

Hey, I’d agree with that. At least I would have, back in the woodshed days when all I did was practice, or perform 12 hours a day. I was a jazz snob. And jazz snobs aren’t just limited to jazz musicians. There’s the aging audience too. Often, and quite understandably accused of being the jazz police. They’re the ones who are always ready with an acid stare or, if that doesn’t work, a bellicose hush, if you dare to even pass wind during a performance.

Jazz wasn’t always like that. Take a look at some of the old Cab Calloway, Fletcher Henderson, or Count Basie film clips. Read some of the biographies. These were party bands. There were the juke joints, after hour jams and the notorious speak easy clubs. There the bands and musicians provided hip, crowd-pleasing entertainment that was anything but stodgy.

Then there were the writers of the standards: Rodgers and Hart, George and Ira Gershwin, Cole Porter, Johnny Mercer and the rest. These guys could write words as well as music. Listen to ‘Strange Fruit’ by Billie Holliday. Few songs since have come close to the deep emotions and cultural insight of that song.

That in a nutshell is both the problem and the opportunity.

Jazz needs new standards, both in writing and performance. If music is about anything, it’s about songs and audience engagement. Jazz has to be in the now to gain back an audience.

Any musical art form that considers itself as the sole, core reason for its own existence, rather than placing the audience at the core, is doomed to fail. Any art form that only caters to an aging demographic made up of snobs and fellow musicians, will fail. And anything that depends on government grants, university support and trust fund endowments to survive, is already dead.

To connect, jazz needs an injection of emotion. It needs to be new and important to a broader audience. It needs to take itself less seriously and have more fun. It needs to be simplified – a cascade of clichéd notes and mathematical cycles doesn’t mean anything if it doesn’t connect.

But most importantly, it needs songwriters. Not jazz writers. It needs lyrics that are relevant to today. Insights based on current cultural cues. It needs to get hip with the times and become at least vibrant, if not the leading light like it once was. And, yes, it needs to look to and draw from the past, but without being permanently stuck there.

The world doesn’t need another version of ‘All Of Me,’ or ‘How High The Moon.’ It needs new songs.

Still, the question remains, even with change, can jazz make a comeback?  As the 1921 New York Times article clearly shows – it’s not like as if we haven’t been here before.

Filed under: music-marketing

Flatacre says...

Unfortunately, there isn’t much research available that proves what works better in advertising – a known hit, or an unknown song. There is, however, research based on music in retail environments, comparing the two.

A study conducted by Washington State University’s Business School, titled, “The Effects of Music in a Retail Setting on Real & Perceived Shopping Times” concluded that individuals who had a choice as to the duration of their shopping experience shopped longer when listening to less familiar music compared to more familiar music. And that individuals reported being more aroused while listening to unfamiliar music compared to familiar music.

The authors added, “These results are counter-intuitive to the expectation that listening to familiar music would encourage longer shopping.” To add a little more weight to the findings, the research cites other studies which more or less end up with, or at least point towards the same conclusion.

Paul Anthony, founder/CEO of Rumblefish, a music branding company based in Portland adds, “We have found that you can increase the length of stay for a customer at a retail store by 28 percent by playing less familiar music rather than more familiar music.”

Although it could be argued that you can’t make a direct correlation between the effects of unfamiliar music in retail environments and unfamiliar music, as opposed to ‘hit’ music used in brand advertising, it’s at least interesting.

What I find most interesting is that if the research is right, unfamiliar music tends to make people stick around longer. For advertising purposes, and given that the song has to have an engaging hook, the use of unfamiliar music may cause people to stick with a commercial longer, rather than zapping it.

Advertising has always relied on music, mostly original music that bragged and boasted about the brand, called the jingle. In fact, David Ogilvy once famously said, “If you can’t write it, sing it.”

Licensing popular songs for campaigns only began taking hold in the late 80’s and today has become common practice. A few years ago, an article in The New York Times, titled, “Forget Jingles. Viewers Prefer Familiar Tunes in Commercials” had this contrary observation, “One difference lately is that many songs being used are not mass-market hits. Indeed, many might not even ring a bell with the general public -- and that is one big reason they are used. Madison Avenue's newest idea is to discover innovative music that reaches a particular audience, usually young people.”

“The move to less widely known music reflects the rise of niche brands, niche media and niche marketing. An advertiser doesn't need an expensive mass hit when a more obscure, semi-pop song might be the track that reaches its niche youth market.”

As well, there are other reasons a brand marketer should consider using original, yet unfamiliar music as opposed to known, ‘hit’ music:

  • The most obvious is cost. According to experts cited in the NY Times article, the fee to use a hit song in a commercial starts at about $150,000. To use the actual recording might cost another $150,000. The fees usually cover use for one year and are renegotiated for long-running campaigns. Tracks from unknown artists are considerably less than that. In fact, most are happy just getting the exposure, along with a nominal fee.
  • Using new music can give a brand, especially a youth-oriented brand an added cachet as a patron of emerging music. In other words, the “cool” factor.
  • A logical problem with using familiar ‘hit’ music from recognized stars is that the advertising often promotes the celebrity’s brand more so than the corporate brand paying the freight. A recent example of this is Blackberry’s pairing with U2, with the commercial's super informing us that "Blackberry loves U2." Something we all, apparently, need to know.

In conclusion, we recently experienced a lot of success in writing an original track for a Credit Canada TV commercial. Immediately after it went on air the client was bombarded with requests as to the details of the song.

Although I’ll post a more detailed case study later, the short version is that from the beginning of the campaign we planned on producing and promoting the full length track, titled ‘Two Scoops.’ In order to do this, we extended the campaign into social media, primarily using the track as the social object.

So far, the results are that ‘Two Scoops’ has been picked up and is being distributed by Universal Music and is now on medium to high rotation on radio across Canada (at the same time the TV commercial is running another flight). In the month of September, according to Trendr, the singer, Michelle Harding, was receiving 125,000 hits a day on her MySpace page. The music video, just launched at the end of August, has had well over 200,000 complete views online. It’s currently at number 20 on the California Music Channel. And apart from many good reviews, the song has been nominated for a Hollywood Music in Media Award.

Michelle and her band will be going on a 42-city tour starting in November, coinciding with her full length record being released in February.

Credit Canada has had a banner year and is delighted the song has helped bring the brand message to a much larger audience than traditional thinking and media would have allowed.

Regardless of money, I don’t think this would have happened with a hit song by Beyonce, or the Beatles for that matter.

Flatacre is a music branding agency. Its purpose is to help build client brands as well as promote its own music content. Apart from its own writers, producers and existing content, Flatacre also sources original music for cooperative promotion. The music is made available for a fraction of the price of typical original music creation, production and leasing arrangements. The potential is that the music can help make the client’s brand famous and through media exposure, the brand makes the music famous. This partnership creates further opportunities such as branded music videos, entertainment based promotions, virals and live performance. The client’s brand benefits by engaging with the audience through channels which typically have not been available. There are few things more potentially viral, engaging, or voluntarily repetitive than a good song.

Filed under: music-marketing

WaldeckS says...

Jack Johnson, who’s melodic songs always makes us long for more, has just made one of the simplest and best promotions of an album that I’ve come across. He’s using Twitter.

Anyone is invited to come to http://twitter.jackjohnsonmusic.com. On the landingpage, the text reads:

”Download a free Mp3 from the new album when you pass this along to your friends on Twitter.”

Then there’s a premade Twitter message reading:

”Download a Free Mp3 from the new Jack Johnson Album En Concert from @brushfire records here at http://bit.ly/jackmp3

Then there is 24 characters left for your personal message and a ”Tweet this” button. All you have to do is log in to your Twitter account and hit the button and the promised song starts downloading automatically.

Isn’t this a great example of how musicians can use social media to connect with their fans? It’s a win-win for everyone. You get a free song of the new album, Jack get’s free Twitter marketing and hopefully a lot of happy fans.

Surf's up, Jack!

 

Photo: Kanaka's Paradise Life (Flickr-nick)

Filed under: Music Marketing

Flatacre says...

 

“Brand managers head to the 02 to study music marketing and see Beyonce.” This headline from a Brand Republic article pretty much summarizes the stupidity of today's thought leaders in music marketing.

The article goes on to explain, “Events start with a seminar and workshop, giving brand managers an insight into the rules and best practice for brands seeking to use music as a medium to engage with consumers. They will examine areas such as content, sponsorship, experience and activation. This will be followed by an informal evening of entertainment, including access to a VIP suite to watch Beyonce perform.”

There are a number of problems related to this article, but two in particular stand out. It appears failing record companies are dictating how brand managers should employ music. And it appears the only reason these brand managers are attending is to watch Beyonce perform. In fact this is pretty much admitted, “Brands managers who are not yet on board with music marketing are to get the benefit of entertainment giant AEG's expertise…”

AEG’s self-serving, “Rules and best practices,” apply, of course, to “Content, sponsorship, experience and activation” and have nothing whatsoever to do with the brands being managed, other than the typical shallow and generic link to putting your logo up at an “immersive media” event (read, concert).

I’d wager that most record companies are merely looking at brand involvement as being nothing more than a new revenue source to bollster flagging revenue streams.

Furthermore and most importantly, according to a major annual study conducted by Entertainment Media Research, titled Brands & Music:

  • 82% of consumers think there are few brands that are genuinely interested in music and others are jumping on the bandwagon.
  • And, 86% state brands need to do more than logo placement to gain respect.

A better approach was put forward recently at Billboard and Adweek’s inagural Music & Advertising conference:

  • Make Sure Your Song Fits the Brand "Whether you're a person pitching music or a person making ads, the song has to make sense" says Beth Urdang, of Agoraphone.
  • Be Flexible: This particularly applies if you are writing specifically for an ad campaign. Beth Urdang cautions "you have to be prepared for the back and forth of writing original music for an ad spot versus just licensing music where it either works or it doesn't."


Music can be an extremely effective tool in a brand’s toolbox. It should be given the same careful consideration as all the visual cues and aids in telling the brand’s story.

Music as part of brand communications should be developed from the brand up, rather than the entertainment and celebrity down. Music must connect with the target audience and be authentic to the brand.

Oh, and you don’t need the expense and hype of Beyonce, or the record companies producing your music - as much as you don’t need Hollywood studios and Brad Pitt producing your commercials.

If you want the cross-platform engagement that only music can provide, a great original song from unknown talent will do just fine. In fact, probably even better. But I'll get into that in a later post.

Filed under: music-marketing

estrategy says...

Oddly compelling Facebook promotional YouTube video for Selena & The Scene's new release "Kiss & Tell."

Filed under: Music Marketing

Flatacre says...

The above video was made by Esteban Diácono with Adobe After Effects, particular v2, soundkeys and a little starglow.

According to Esteban: “A little animation project I started this past weekend, inspired by the wonderful music of Olafur Arnalds. The song is called Ljósið and you can listen to it at: foundsongs.erasedtapes.com.”

On how he made it:

“I first imported the audio and set up 2 soundkeys layers, one for the piano and one for the strings. Then I worked the particles and the particle subsystem and linked things like the emission, the turbulence, the velocity, the spin amplitude and the strength of the fields to the soundkeys outputs. Then I set up the colors with 2 different palettes, and well, after that there was a lot of trial and error in order to achieve what I was looking for. There’s a lot of randomness involved here, so there was also a lot of luck, of course.”

Filed under: music marketing

Flatacre says...

2Scoops was originally written for a Credit Canada commercial. It is now distributed by Soulkiss/Universal and it has just hit the airwaves. It was also recently nominated for a Hollywood Music in Media Award. Performed by Michelle Harding. Written by Peter Holmes. Produced by Igor Vrabac.

Twoscoops  
(download)

Filed under: music marketing

Flatacre says...

It appears major record companies, brands and ad agencies are attempting to create a frame to establish partnerships.

“Brought together at MIDEM 2009 as part of the Music Marketing Forum, the 17 experts were drawn from music giants Sony, EMI and AEG, brands Hasbro, O2 and Coca-Cola and advertising agencies Havas Media, Euro RSCG KLP and M&C Saatchi. Together, the industry leaders drew up 10 conditions required to ensure success when working together.”

They somewhat arrogantly defined their conditions as “The 10 Commandments of Music and Brand Partnerships.”

Despite the lofty title given to the document, the actual conditions are obvious and much more mundane. For example, “…the necessity for the values of the brand to be aligned with those of the artist’s read more

Filed under: music-marketing

Flatacre says...

A significant and more-or-less recent study titled "Bands & Brands" - examining the relationship between music, advertising, brands and consumers - was published in a book by brandamp, a joint venture between Universal Music and ad holding company, WPP...read more

Filed under: music marketing

Justin says...

There is no more MTV, radio has lost it's reach and the major record labels are losing their relevance. Still, I never thought I would be getting direct marketing emails from Trent Reznor.

Message from Trent:

Hello everyone.

I'd like to thank everyone for a very successful year so far in the world of Nine Inch Nails. I'm enjoying my couple of weeks off between legs of our Lights In The Sky tour and got to thinking... "wouldn't it be fun to send out a survey to everyone that's shown interest in NIN?" Well, that's not exactly how it went, but regardless - here it is. As we've moved from the familiar world of record labels and BS into the unknown world of doing everything yourself, we've realized it would benefit us and our ability to interact with you if we knew more about what you want, what you like, what you look like naked, etc. I know it's a pain in the ass but we'd truly appreciate it if you'd take a minute and help us out. As an incentive, everyone who completes the survey will be able to download a video of live performance from this most recent tour (and I know what's going through your little minds right now: "I'll just grab this off a torrent site and not have to fill out the survey!!!" and guess what? You will be able to do just that and BEAT THE SYSTEM!!!! NIN=pwn3d!!!)
BUT
What if we were to select some of those that DO complete the survey and provide them with something really cool? I'm not saying we'll ever get around to it, but if we did maybe something like signed stuff, flying someone to a show somewhere in the world, a magic amulet that makes you invisible, a date with Jeordie White (condoms supplied of course), you know - something cool. See, you'd miss that opportunity AND be a cheater. Do the right thing - help us out. You'll feel better.

Thank you and I've had too much caffeine this morning,
Trent

I can't imagine I'm the only one waiting to see what he does next.

Update: I took the survey and I am now eagerly awaiting my date with Jeordie White.

Filed under: music marketing