Music Festival Marketing: These 5 Brands Set Off a New Wave

Music marketing has become a brand hitchhiking, and many brands have performed brilliantly. Many brands have chosen to cooperate with music this summer, combining music festivals and singers to create dopamine marketing effects and please young consumers. Music marketing clips are easy to spread and resonate with, and can stimulate consumers' various emotions, becoming a shortcut to quickly reach target customers. This article uses multiple brands as examples to analyze the brilliant performance of music marketing. It is recommended for students who are interested in marketing in the music industry.

Recently, the dopamine craze has swept from the fashion circle to the marketing circle. Bright and colorful visual signals have injected youthful vitality into products. Behind the brands following the trend and users chasing after them, it also reflects the current consumer psychology of people who attach importance to emotional value and the need for self-release.

In addition to the happiness factor created by vision, this summer, many brands have chosen to ally with music to awaken dopamine through hearing and create a more immersive and infectious brand marketing scene.

0 1Sprite pioneers the Chinese pop craze and innovates its brand proposition

In 2022, Sprite will launch the global music platform Sprite Cool Light, bringing together pioneering musicians from around the world to interpret Sprite's brand proposition of "Irresistible and cool" with music.
This year, Sprite Cool Light Season 2 brings a more dazzling and more beautiful star lineup. Sprite's global spokesperson Zhang Yixing releases a new brand single "Alive" and starts the Chinese album relay. From June 5th to July 17th, 7 pioneering Chinese singers including Chen Li, Jane Zhang, Liu Yu, and Yuan Yawei will successively create in different styles and start a music experimental journey with the brand.

In addition, the "NEXT SINGER 2023 National Campus Music Competition" jointly created by Tencent Music Entertainment Group and Sprite has just concluded, setting off a revival of Chinese music among young people. Many celebrity artists have sung and sung as campus music partners, creating a cool music marketing feast that is pleasant and refreshing this summer.

0 2 Coca-Cola brings together global music players to play with music elements

Coincidentally, Coca-Cola also officially announced its new spokesperson Liu Yuxin this summer and started a series of exciting music adventures. The brand invited five well-known musicians, JON BATISTE, CAMILO, NEWJEANS, JID, and CAT BURNS, to sing the exclusive theme song for Coca-Cola's refreshing sound studio, playing with pop, future, retro and other music elements to inspire music inspiration.
Brand spokesperson Liu Yuxin also recently launched a new work. Coca-Cola has loaded the music experience into the brand's official mini program to unlock the full version of the music video and lucky draw interactions such as celebrity autographed photos and music festival tickets, accumulating private domain traffic and accumulating image assets for the brand.

0 3 Helena × Tesla new brand alliance, technology and music are connected

In addition to online carnival, music marketing is also an important way to open up. Recently, skincare brand Helena Rubinstein announced that it will jointly launch a 7-city 9-stop EDC CHINA electronic music festival tour with car brand Tesla. This kind of mix and match is also very explosive in the entire joint branding industry.
This crossover is not only novel, but also has a logical basis that can withstand scrutiny. Both Helena Rubinstein and Tesla are representatives of technology, pioneering and green in their respective fields. Through this cooperation, it is a resonance of pioneering technology: the green energy of Helena Rubinstein Green Aquarius for the skin and the technological empowerment of Tesla's self-developed BMS battery management system for the car are added and multiplied, subverting the cooperation and going all the way back to the green.
By using music festivals as a vehicle, we can create immersive scenario-based marketing, cater to the trendy lifestyles of young users, and provide a space for brand perception for the new generation of consumers, thereby permeating brand culture into their minds and achieving a win-win situation for both product and effect.

0 4 Mousse BBQ + music, hit the right spot and get twice the result with half the effort

If Helena and Tesla seek common ground while reserving differences and explore inward, then De Rucci assesses the situation, addresses hot social topics, and creates a more popular music scene.

In the first half of 2023, Zibo barbecue became a hit. Both Zibo's high-quality urban services and the summer music barbecue lifestyle are very consistent with the brand concept of De Rucci. Therefore, on the occasion of the first anniversary of De Rucci's listing, the brand jointly organized the "De Rucci Zibo Barbecue Concert" with Tencent Music and Kuwo Music in Zibo, using "barbecue + music" to give back to consumers.

This concert invited many musicians such as Hao Yun and Shan He to perform enthusiastically, perfectly integrating the most popular Zibo barbecue with music party, and broadcasting it live online simultaneously, leveraging the opportunity to expand brand influence and enhance brand awareness.

0 5Martell goes deep into the heart of fashion culture, and music interprets the brand spirit

Martell, which is positioned as a high-end brand, has also been actively penetrating the young consumer market this year, launching a series of marketing activities linked to fashion trends. It showed its brand attitude at the ayo! Music Festival in late June and launched an online music party in early July.
SWIFT, a label under Martell, recently launched its exclusive party music album "SOAR BEYOND", inviting dozens of celebrities and music producers such as Carl Nunes, Beyond AI, and Terry Zhong to co-create it, using avant-garde electronic rhythms to bring a more three-dimensional brand perception to the younger generation of users.

In addition to live music, Martell also built consumption scenarios at stadiums and the Anaya Theater Festival, actively integrating into the fashionable lifestyle of young people and interpreting the brand spirit of Martell Noble that "Life is a flight" with rich scene marketing.

0 6 Summary

Seeing this, we find that music marketing is like a "public lover". Compared with other art forms, it has more prominent characteristics of being popular, easy to spread, and easy to resonate with. From singers, lyrics, music style, packaging and other aspects, it provides brands with creative inspiration that suits their own tone and expression carriers suitable for target customers.

The rapid recovery of culture and tourism this year has also brought entertainment lifestyles, led by music festivals, back into the vision of young people, especially in summer. The strong integration of music marketing can link rich indoor and outdoor marketing scenarios and immersive experience content, and weave together popular trendy lifestyles such as food, clothing, housing and transportation, bringing consumers a richer sensory experience.

In short, the alliance between brand marketing and music is also a way of expressing dopamine marketing, which reflects the brand's emphasis on the emotional value of consumers. Musical elements that can be popular or niche can inspire rich emotions such as healing and passion, thus becoming a shortcut for brands to quickly capture the corresponding target customer groups.
We have to admit that some advertisements sound better when sung than spoken.

Author: Mr. Bingfa

Source: WeChat public account "Marketing Art of War (ID: lanhaiyingxiao)"