Big brands are turning to indie musicians for the soundtracks to their marketing campaigns. In an interview with Forbes, Eric Sheinkop, CEO of Music Dealers, the company responsible for bridging the gap between indie artists and some of the largest global brands said “Ads need to do more than just advertise a product or service. They need to bring real value to their consumers and music is the strongest way to do it." So why are the best known brands in the world opting for unknown artists?
Deborah Wahl, CMO of McDonald's cleared things right up when she told Forbes “Sometimes there’s more room for flexibility, innovation and co-creation when working with an indie artist." Big brands don't necessarily want to battle the Taylor Swift's of the music industry who have already established a notoriously strict vision for their work. The room for collaboration is appealing to marketing visionaries.
Later, Sheinkop shared "By using the right track in a commercial, a brand creates a stronger connection with the viewer that lasts beyond the 30 seconds that the ad airs. It extends the role of the brand in their consumers’ lives beyond the product, being a part of daily conversations and becoming a trusted filter for people to discover new music.”
Music Dealers recently announced that their efforts to connect indie artists with global brands has resulted in the generation of over $15 million in earnings for independent musicians globally. “The awe inspiring aspect of this achievement is that before Music Dealers many of these artists did not have a foot in the door, let alone a significant source of revenue,” Sheinkop told Forbes.
Joe Belliotti, Head of Global Music Marketing for Coke, was quick to speak to the upside of forging such partnerships: “For a brand like Coca-Cola, exploring independent artists provides a deep well of creative talent, while often providing a more cost effective opportunity to further leverage both the artist and the music beyond a traditional TV spot. We have found that costs associated with live performances, streaming concerts, PR events, creation of additional digital video content can be lower than those same costs associated with more established talent."
Bellioti elaborated on the important role music plays in the emotional connection between brands and their consumers: “Music helps to create a deeper emotional connection to marketing,” he said. “Music can amplify a brand message and extend the reach of a marketing campaign into pop culture in ways traditional advertising does not. Music is as important in connecting the meaning of and emotion behind a brand with a consumer as a brand’s logo, visual identity or campaign tagline.”