The current state of the technology industry is the proverbial wild-wild-west where anything goes. 2017: Acquisitions, replicated ideas (stolen?), and the ultimate time of the entrepreneur and thinking differently. The new rock stars are the TechStars (don’t worry rock stars…you can still be rock stars.) Young adults of this generation no longer plan to spend 40 years in the same job and get a gold watch, rather two years in a place that moves culture at the current speed of change.
With that said, larger brands have an amazing opportunity to align themselves with new age “tech stars” at early stages and help to elevate the technologies and scale their ideas.
What does that mean for rock stars? It’s no surprise that artists are becoming more entrepreneurial, which presents an exciting opportunity for brand collaborations as well. Below are a few examples of recent partnerships done well:
Cue the music…
Some brands have learned that just slapping your logo on something music related drives very little ROI for those brands (if any at all). Brands need to work closely with artists and creatives to create campaigns that tap into the collective passions of those artists. A recent example is the Bacardi, Spotify and Major Lazer campaign “Music Liberates Music” Major Lazer consists of DJ’s Diplo Jillionaire and Walshy Fire. All three have professed to be influenced by Caribbean music. As such, the “Music Liberates Music” campaign donated studio time to Caribbean artists depending on the number of Spotify streams of a particular song. For example, it will take around 50 streams of “Front of the Line” to log one second in the studio or 180,000 plays for one hour of studio time.
The campaign also includes a limited edition Bacardi Rum bottle targeted towards the group’s demo — college-aged millennials ($19 bottle of rum anyone?) According to Major Lazer, “when collaborating with brands, they look for partners that are willing to go beyond just writing a check to slap its logo on something.”
BARCARDI Presents: Music Liberates Music
Brands all the way from Converse (Rubber Tracks) to Sour Patch (Patch House) have been providing resources for studio time to developing artists for some time now. Barcardi’s inclusion of fan engagement by encouraging fans to stream a Major Lazer track on Spotify is a good way to determine the overall success of the campaign. Given Major Lazer’s history of being one of the most streamed artists on Spotify, it should rack up some decent studio time for aspiring artists.
Another good example of a brand engaging with music is the latest Forever 21 campaign with Khalid. Not only is Khalid becoming a well-known artist, but the nineteen-year-old Texas native is also in the target demographic for the brand. The ad campaign feels very natural because Khalid wears the brand and also had input on the collection.
These are but a few examples of the collaborations we’ve noticed and have enjoyed. What about you? What have you seen that you feel works very well?