THE ART OF BRAND PARTNERSHIPS.

Advertising and marketing are both industries that have long relied upon storytelling—and in today’s digital world, that has never been more important or true. With that in mind, big brands, in particular, are constantly looking for ways to remain relevant and top-of-mind with consumers.  And one of the best ways to do this is through a partnership with a leading-edge artist, band, or festival/concert series. 

In the past few years, there has been a drastic evolution in the relationships that have been borne between brands and artists.  There are so many opportunities for artists to collaborate with a brand that values the power of music—and in turn, more brands have begun to understand why it’s important to take creative risks as they seek to build something unique, imaginative, and authentic when connecting with a targeted audience. 

Brand Partnership is No Longer a Dirty Word

Several years back, there was a feeling in the music industry that the moment a brand partnership was established was the same moment that the artist or band “sold out.”

Not so true anymore. Consumers—the fans—have finally come around to the idea that there are not unlimited budgets funding record labels, and if this money dries up, then that artist or band is not going to be producing new music, going on tour, etc. 

Brands, ultimately, fill this void.   Unlike many music labels, big brands still have the cash on hand to do some pretty large-scale marketing—and some even have that money earmarked for programs that are distinctly music related. In turn, brands have realized that they not only can get increased exposure as well as some ROI when partnering with an artist, but they can also help an artist create new content and share it with the world. 

Think about the following points:

• Brands want to partner with artists to create emotion and passion around their product or service.  Younger audiences do not respond to traditional marketing the same way as older generations do. However, music is a platform that can serve as the foundation for a powerful connection.
• Brands look to artists to give them a “cool factor.”  They want to partner with someone who can raise their profile, allow them to go beyond being known as a big corporation alone, and place them in savvy and pertinent spaces.  Brands want to ensure that consumers know they are aware of what’s fresh and new. 
• Brands realize that consumer loyalty and attention comes in a much shorter supply these days. They must deliver experiences that turn a potential customer into a lifelong fan. 
• Brands know they can grow their reputation when there is an authentic partnership formed with an artist. Again, brands are looking for alignment. They must get on board with an artist where there is synchronization between vision, values, and messaging. 

Brand partnerships, when done well, can be lucrative and value-added. But they must be between the right brand and the right artist. There is a definite strategy needed here for this to be realized.  Rogers & Cowan has extensive experience building relationships between brands like Heineken and music festivals that include Coachella. Furthermore, we are skilled in bringing brands and artists together and formulating long-term plans that are mutually beneficial.  Contact us today to learn more about our abilities in forming rewarding brand partnerships.

BUILDING THE BRAND.
MAKING THE MUSIC.

Music and the artistry that it involves is powerful—and today, more than ever before, brands have been using music as they seek to create an emotional connection with their targeted consumer base.   In order to appeal to individual demographics, brands are seeking to formulate experiences that inspire, promote passion and emotion, and deliver authenticity. 

However, in order for a partnership between a brand and a musician, artist, or even a festival or concert event to truly work, it must be mutually beneficial.  There must be open lines of communication and synergy between what the brand as well as the artist is really looking for in a potential collaboration. For instance, is the brand trying to get new or enhanced exposure with an emerging audience group or demographic?  Or are they trying to increase sales overall? And for the artist, what are they after? Increased recognition? Product promotion? Ticket sales?

There really are a lot of moving pieces.  Therefore, consider these potential ways of creating alignment and realizing a successful partnership between brands and musicians, artists, or events.

Get the Most Out of Your Brand Partnership

1. As a brand, think about the artist or event that appeals to you first.  Do this prior to coming up with “your idea.” Your brand must, ultimately, feel like there is an authentic connection with your target, and in turn, the artist or event must support and believe in your brand’s values. It’s a two-way street, and you can’t force this.  There must be a common goal—otherwise your targeted audience isn’t going to respond because the “partnership” will feel contrived to them. 
2. The partnership shouldn’t be a “one off” experience, it should resonate like an echo long after the initial activation. What this means to a brand is that you must engage in a bit of due diligence and look at artists or events that have staying power and reputation. It’s not going to benefit your brand if you try to build a partnership with a one-hit wonder or a fly-by-night festival.  You want to think Coachella as opposed to the Fyre Festival (we know, that’s terrifying to us, too!).
3. Ensure your brand is tapping into the creativity of the artist or the targeted event. It’s not the best idea for your brand to try to drive the entire partnership.   Focus on collaboration and the free flowing of ideas as it is here where you will likely be able to differentiate your content and make something truly special and exclusive—an end product that is informed and celebrated.
4. Build the relationship by generating trust and respect—even if you are the one holding the checkbook, realize that you do not call all of the shots. If you are respectful of your artist or event partner, it’s likely that the same will be given to you.  The most effective brand partnerships are usually between parties who are smart, easy to work with, and efficient.

At Rogers & Cowan we are passionate about creating alignment and harmony between leading-edge brands and the best in music artistry and experiences.  In fact, we have been key in creating partnerships and activations between brands and names like Heineken and Coachella and Mastercard and The Grammy Awards.  For more information about our services, contact our team for a personalized consultation today. 

CHANGING THE SPORTS GAME.

In recent years, esports has grown into a worldwide entertainment phenomenon. For those who are unfamiliar, esports is essentially a multiplayer video game, played competitively and for the benefit of a spectator audience. Most of the time, esports competitions are handled by professional gamers. The audience, meanwhile, may stream the action from their home computers or handheld devices, anywhere in the world.

Esports promises great fun, fantasy, and a sense of escape—but its appeal isn’t just for gamers. Brands, too, are getting in on the action, leveraging the interest around esports to create some buzz and some visibility. That’s something we discussed in a recent Forbes editorial.

As we noted in the article, esports has won the attention of some of the biggest brands in the world—credit card companies like Mastercard, gaming companies like Riot Games, even big-name pro-sports owners. These well-known brands have invested serious capital in the creation of their own esports teams, products, and leagues.

This investment has benefitted the esports industry immensely; studies show that esports hit around $137.9 billion last year, and could be up to $180.1 billion by 2021.

It’s not hard to understand why brands would want to be in on this action. Esports has an incredibly engaged fan base with most viewers spending more than seven hours each week watching esports. They also have a willingness to engage with a lot of new, nontraditional media. With that said, the industry is complicated and varied, and it’s not a good fit for brands that are seeking a quick and easy return on investment.

So is esports a good fit for your brand? That’s the question we try to break down in our Forbes piece—and if it’s something you’re curious about, we welcome you to read the full article right now!