In a fragmented music market, brands need to meet consumers in their native music-listening environments, so brand-plays on music streaming services like Pandora, iHeartRadio and Spotify are ripe for consideration, says Edelman Digital. Plus, brands need to research what their target music listeners want, and how they best receive their musical fix. “Forget pushing products right out of the gate and get a feel for the target market’s passion, listen to their playlists, go see a live show, taste – and smell – the festival food,” says Edelman. “Perhaps the brand will even discover its own music identity in the process.”
Engagement with music fans is as easy as finding a common musical interest and committing to staying in touch. As they love discovering and sharing music, brands should let fans know they value their musical tastes.
And, brands shouldn’t forget the wow factor. “The music scene can be loud in more ways than one, and getting a brand to stand out among the crowd can seem like quite a hurdle. Creatively leveraging sponsorships, partners and social media can do wonders.”
Finally, brands seeking to communicate with music fans need to pack knowledge about the music industry in their back pockets. “Stay up to speed on what’s happening in the music industry, participate in conversations on social and attend a plethora of shows.”