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Panel: How brands can engage with specialist music platforms

Last week Fran Martin, Live Director at FRUKT London, spoke on a panel for NVS Music Group held at Phonica Records in Soho about how brands can engage with music, artists and contribute beneficially to specialist music platforms.

Ahead of Sunfall festival in London, NVS Music Group, the team behind Sunfall, Outlook and Dimensions festivals and the Knowledge Arena platform invited a panel of industry movers and shakers down for a panel discussion titled, “How brands can engage with specialist music platforms”.

The idea was to have an open forum on how artist or curated platforms such as those that NVS Music Group own can engage with brands in a way that doesn’t erode their authenticity and credibility but still delivers for their partners.

Fran took his place alongside Leila Fataar (Head of Culture & Entertainment, Diageo Europe), Nick Oram (Marketing Manager, Reebok Classic) and Aly Gilani (Director & Label Manager an at First Word Records) to debate why, when and how brands can play a meaningful role in music in front of an invited audience of brands, rights holders and agencies.

The informal and lively debate covered how brands can play an authentic role in music and whether brand partnerships can be a force for good, as well as a look at what’s next. Here are some key topics and take-outs.

Is it true that the music business relies on brands but true creativity doesn't?

The panel spoke about the shared benefits drawn between artists and brands. Although artistry can exist without brand involvement, the right backing can benefit the artist via reach, reputation and network of that brand. Equally, brands benefit from the right partnership through access to the artist’s audience, content opportunities and reputational benefits.

Artists and their management look to brands not just as a revenue stream but as creative partners in the hope of constructing a collaborative relationship. If a brand shows their support for what is important to the artist then they’re more likely to get on board and advocate it, resulting in a more credible partnership that means more to fans.

Reebok partners with Kendrick Lamar Reebok partners with Kendrick Lamar

How do brands look authentic when operating in music?

It’s vital for brands to understand their role in music. Musical identity can be just as important as visual identity in re-enforcing brand image. In some sectors, such as fashion, the role can be quite clear and natural whereas for others industries it might have to be more nuanced. The more a brand aligns itself with music the less it feels like selling out. Furthermore, it’s important that artist and brand share similar character values.

When Kendrick Lamar signed with Reebok he’d been wearing the brand his whole life and it felt like a very natural step. This authentic approach to partnership is key. It’s important to think about music and entertainment as a long-term investment, “smash and grab” deals either don’t cut through or are called out by increasingly switched on fans. As Smirnoff are aware, one of the worst things a brand can do is start something with a positive message, then drop it as soon as the campaign is over.

Smirnoff 'Equalising Music' campaign Smirnoff 'Equalising Music' campaign

Can brands be a genuine force for good?

At a very base level, using music brings enjoyment to audiences. But, added to that there’s evidence to show music is transformative and cathartic. At FRUKT we’ve recently conducted research which shows that brands who connect through entertainment facilitate a more human, valuable and powerful connection with consumers. It’s no surprise then that the most progressive brands look to entertainment to connect with people on a meaningful level.

More brands are looking to do purposeful work that has a positive impact. Whether it’s doing transformative things via the music experience or providing an unmet need to the consumer. Leila from Diageo asked herself “how can we as a brand contribute to the culture?” Smirnoff’s campaign, to shine a light on the lack of women headliners in electronic music is a stellar project, but it only becomes a real force for good once change truly occurs.

Wrap up

Forward-thinking brands recognise the need to engage their consumers via their passions. Furthermore, there is increasingly less and less stigma for artists to partner meaningfully with a brand. When done right, it’s boosts both parties’ reputation.

Currently, we’re looking less at disruption and more at enhancement. Brands can truly integrate with artists to create unique, pioneering experiences that have a substantial and positive impact. This applies for both brand and artist and takes them to wider, more engaged audiences. As long as they follow a strategic, considered approach and work with experienced partners that can help bring it to life.