Sometimes, you gotta wonder how and when artists get these endorsements. Or if the commercial sponsors them into a record deal or career. I mean think about it, who would remember Tyrese if it wasn’t for this commercial spot? Outside of record deals in todays music industry, artists definitely take chances on other brands to help their own. Some of the biggest names include Coca Cola, Hennessey, Mountain Dew, ESPN, RedBull, Pepsi and many more. Does one brand help another in the long term to eventually promote product? You be the judge.
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Building an online community has increasingly become a key focus for brands, in tandem with the world of social media growing in importance. These platforms are a veritable goldmine of opportunity for brands from L’Oreal to Lego, Dominos to Dell in reaching and establishing loyalty with consumers. Digital strategies vary from brand to brand, even from campaign to campaign within a brand, as marketers are looking to find the key to building their social reputation and presence. But how does music move the needle in all this?
Music has long been a factor in brand marketing, with celebrity endorsements and associations viewed as a mutually beneficial relationship. The formula is simple – we pay you money, you make your fans want to consume our product. Now major brands like American Express hosts sponsored live-streamed concerts, Diet Coke shares a behind-the-scenes of Taylor Swift’s commercial shoot on YouTube, Blackberry brings Alicia Keys on board as their global creative director. Measuring the impact this has for the brand is notoriously difficult, but looking at the social impact these partnerships have on the brand, the numbers indicate that brands do indeed benefit from these partnerships, in that their social reach increases.
Of course this can vary greatly. When Diet Coke announced their partnership with Taylor Swift in late January, by having the young superstar deeming the beverage “one of the great loves of my life” in a YouTube snippet, which they then shared through their Facebook page, they saw their numbers skyrocket. The average daily number of new followers in the week leading up to the Facebook post was a little more than 340. The following week, they saw a daily average of 3373. That is an increase of 888%. Swift herself boasts a massive online fan base, more than 34 million Twitter followers, and 47 million Facebook page likes. Diet Coke has a paltry 2.3 million page likes (in comparison that is).
When Chevrolet released their “Made to Love” spot featuring John Legend on YouTube and shared the clip on Facebook in June, the car brand saw the average daily views to their official channel jump by 85%, going from close to 60,000 a day to more than 110,000. The bump on Facebook was smaller, but still positive, an increase of 10%. “
Via Hypebot
