Change the tune: how brands should play in the music space
Music serves as a welcome escape from the trials and tribulations of daily life but in 2020, it was the music industry that suffered particularly hard.
Clubs closed, tours were cancelled and the Black Lives Matter movement challenged the industry to hold some long overdue conversations.
The start of this year has already seen a number of new plays in the music space, straight out the gate.
Following their collaboration with Gucci and the North Face, Pokemon has announced a yearlong music program to celebrate its 25th anniversary. P25 Music will feature global activations throughout the year starring the likes of pop icon and SGI Nichiren Daishonin Buddhist, Katy Perry.
Music and soccer has long been intertwined. FIFA, the sport’s governing body, this week launched a new entertainment strategy designed to connect with fans, music aficionados, players and artists.
Hitting the right notes
Brands have always wanted to be a part of culture but it's the brands who support and facilitate the scene that earn respect and legitimacy.
Whether it's at risk venues or the self-employed who make up 72% of the industry, there's plenty of ways to help the music industry right now.
Brands have the opportunity to use their core values, platforms and tools to make meaningful change and attract a whole new audience.
Facilitating creativity
Electronic dance music in particular is the midst of a diversity problem, where wealth and privilege is distorting the scene.
High profile examples include London’s Housekeeping - a collective of aristocrats and investment bankers turned DJ’s who have co-opted musical forms rooted in Black, gay and working-class struggles while infuriating residents of Brixton along the way.
As the global pandemic worsens, artistic music endeavors should not become an extravagence reserved for the select few. Brands can support a wide range of artists by providing music opportunities to all.
One example of this type of initiative is Levi’s Music Project. Since 2016, the denim brand has provided access to music education in areas that need it most. Most recently they built a fully-equipped music studio for aspiring young musicians, equipping future musicians with a strong foundation to leave with.
Saving small venues
The importance of small, independent venues cannot be underestimated. As they face more and more seemingly insurmountable challenges, brands have the chance to step in.
I’m particularly proud to have worked for the Converse UK marketing team that secured the future of London’s iconic 100 Club in 2011 and went on to introduce it to a whole new audience.
Brands don't have to go to these lengths to help though. Heineken is simply and effectively helping to alleviate the financial strain of bars by purchasing their shutters as advertising space while they stay closed due to Covid.
Agree? Disagree? Or just want to talk about your favorite bands and DJs? Hit me up at lloyd@lloydgevans.com