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Music provides an excellent entertainment channel for engaging with consumers across platforms including live music events, chart shows, club nights, DVD, mobile, the internet and product placement and celebrity endorsement.
The digital revolution is making music more accessible to brands and consumers, and as a result we are increasingly seeing brands create and commission exclusive music content and pioneering music–based marketing campaigns.
Quality, creative brand funded music content can be particularly valuable for advertisers as it gives them increased creative control, rights ownership and the ability to use the music for further through-the-line marketing initiatives.
Music content is becoming increasingly interesting and powerful in attracting certain types of consumers, using traditional and new media channels. As a result, we are seeing brands from a cross-section of industry sectors embracing the concept of branded music content.
Jack Horner
Creative Director, FRUKT°
Pepsi Chart Show
Brand: Absolut Vodka
Campaign: Three tracks
Absolute Vodka commissioned ABSOLUT THREE TRACKS exclusive music tracks featuring the composers/ producers Taxi, Rollercone and Aril Brikha. The focus was on club music and the composers were selected as representatives of different styles within the genre to convey the brand sound. Tracks can be played on-line or can be downloaded along with the music videos.
www.threetracks.com
Brand: Smirnoff Ice
Campaign: The Joy Of Decks
Company: Flawless
Smirnoff Experience™ organise dance music events globally. This particular campaign launches a competition for up and coming DJs. The show culminates in a final show down where the winner is selected by a panel of industry experts and chosen to play for the Smirnoff experience tour. The campaign uses utilises mobile, internet and live events and was broadcast on ITV1 and ITV2 attracting half a million adult viewers per episode.
The series establishes Smirnoff involvement at the grass roots of dance music. The site is still active and continues to provide a resource for aspiring DJs and serious clubbers.
http://www.thejoyofdecks.tv/
Napster on-line music content provider
Napster is the largest on-line music catalogue offering 1,000,000 legal downloadable tracks. Napster has extensive content agreements with the five major record labels, as well as hundreds of independents. Payment is per track or on a monthly subscription basis.
www.napster.com