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Article: Music to marketer's ears: Rob Hanlon reveals that record companies and their artists have become more receptive to using their music in ad campaigns but warns that a synergy between brand and band is essential. (Brand Papers).
- Article from:
- Brand Strategy
- Article date:
- February 1, 2003
- Author:
CopyrightCOPYRIGHT 2003 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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With record companies and non-music brands increasingly targeting similar consumers, there is a growing recognition that there are considerable mutual benefits to be gained from integrating major artists and their recordings into marketing campaigns.
After all, music is an integral part of all consumers' lives. It can be a powerful, flexible and cost effective marketing tool for almost any type of company, product or service.
Pepsi is one of the leading proponents of music-led marketing. It has just announced that artists such as Jennifer Lopez and Ricky Martin will appear exclusively in Pepsi ads and promotions next summer.
The global marketing ...