Tuesday, July 8, 2008

Companies Tapping Musicians To Extend Brand Awareness

The New York Times: As record labels struggle to adjust to a harsh new digital reality, other companies are stepping up their involvement in music, going far beyond standard endorsement contracts and the use of songs in commercials. Procter & Gamble, for example, is joining Island Def Jam in a joint venture called Tag Records, a label that will sign and release albums by new hip-hop acts. It is named after the body spray that P&G acquired when it bought Gillette.

Bacardi announced it is helping the English electronic music duo Groove Armada pay for and promote its next release. Caress, the body-care line owned by Unilever, commissioned the Pussycat Dolls singer Nicole Scherzinger to record a version of Duran Duran's "Rio" that it gave away on its Web site to promote its "Brazilian body wash" product. And Red Bull is starting a label that is expected to release music before the end of the year.

Unlike Starbucks, which got into the music business to sell CDs at its stores, these companies want to use music to promote products they already sell. "It's not about money," says Sarah Tinsley, a global marketing manager at Bacardi. "It's a branding exercise."

Mmm, the force seems strong in this initiative
Goodbye to the record companies and hello to brand powerhouses that have arms of record labels. This article just discusses a germ that could blossom into a great solution for the music industry. Of course the record companies lose, but they always lose- it's called Karma.
We're talking a solution that solves so many problems in terms of royalties, licensing, sampling etc, if a band/artist is already licensed to the brand.

Better yet- a lot of the songs that get aired on the ads are free for downloads. A great way for listeners to sample new product.
A shame no one gives a shit about the ads, but a topic for another day.

And damn you American dates........I transposed you and had you scheduled to post in August!

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