Heart Beats: Music and its Power in Marketing

Popular culture is often our first introduction to music we may have otherwise missed. An Apple commercial introduced me to “Walkie-Talkie Man.” I first heard The Killer’s “When You Were Young” playing Guitar Hero. The movie Reservoir Dogs gave me George Baker Selection’s “Little Green Bag” (and Harry Nilsson’s “Coconut”). And a Volkswagen commercial introduced me to the wonderful and talented Nick Drake.

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sofia krsmanovic
Dancing to the Same Tune: Fitting the Music Festival to Your Brand

In a recent post, we discussed the shifting musical festival landscape and how brands are essential to a festival’s survival.

Our determination is that, in many ways, music festivals have evolved beyond the music, meaning a solid line up of acts is not enough to attract attendees anymore. Festival attendees want to be given a unique experience. And that experience, more often than not, is created by sponsors, whether through experiential activations or another type of attendee engagement. These elaborate activations are simply not possible for most festivals without sponsors who can foot the bill for these costly attractions.

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sofia krsmanovic
Honda’s Activations Have Increased with Music Festivals’ Need for Sponsors

Live music festivals are blinking off the map for a wide variety of reasons.

A recent example is the Sasquatch Music Festival. The annual music festival was held at The Gorge Amphitheatre in George, Washington (wait, really?). The festival started in 2002 with an emphasis on indie rock and jam bands and grew to a multi-day event featuring musical acts and comedians. However, over the past few fests attendance has been dropping. And the founder of the festival, Adam Zacks, recently announced that it would not return for 2019.

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sofia krsmanovic