5 Brands That Rocked the Marketing World with Music
Here at Make This Noise we love when brands and music get together and make something sexy. Today we take a look at the most engaging strategies and campaigns that use music. From the interactive live concerts to stripped down performances in designer clothes, here’s the top 5 brands that used music as a marketing tool.
1. American Express
American Express is not all about fancy credit cards and business. Amex launched “Unstaged: An Original Series from American Express”, an interactive concert series featuring some of the music industry’s artists like Coldplay, Killers, Duran Duran, filmed by renowned directors such as David Lynch, Terry Gilliam, Anton Corbijn in association with VEVO and YouTube, using the social media to connect the online audience to the live shows. Fans also had the chance to choose and switch which camera they preferred to watch the show, creating the full experience for them. Take a look at Coldplay’s performance of “The Scientist” through the eyes of Anton Corbijn.
Burberry Acoustics was created to draw attention to the working of emerging British artists in a series of acoustic performances. The artists perform in various locations accross the UK, most of them familiar or special to the artists. They perform wearing Burberry clothing and are given the opportunity to share their talent in a stripped down performance. This project has become so popular that Burberry has created an entire music department to manage Burberry Acoustics and look for new talent. Here’s one my favourites, Bobby Long’s “Dead and Gone” performed in Shoreditch.
3. Red Bull
Energy drinks have become such a popular element in clubbing nights and festivals that it makes all sense to explore the power of music to market the brand. Red Bull created the Red Bull Music Academy, a platform of music workshops, studio sessions with artist collaborations, festivals and their own radio station. This large-scale project has lead to the establishment of the Red Bull Studios across various cities in the world, where artists can perform and record their music. Check out what happens when Jessie Ware joins 5 producers in 5 different studios to create 5 different remixes. Take a look at her collaboration with Nina Kraviz on “Keep on Lying”.
What can you join with your cool pair of Converse? A really cool tune. Converse created a campaign to gather three different artists to create a song, producing a music video for each collaboration featuring the iconic shoes. This project generated some really interesting tracks and one of the most popular songs that came out of it is “Warrior”, with Mark Foster, A-Trak, and Kimbra.
Recently, Converse has also launched the Rubber Tracks project, offering new and emerging talent free studio time to record and mix their songs. Right now, you can get the chance to practice at the 100 Club here in London on the last Sunday of every month, just book it in and enjoy an exciting session!
Aiming to connect their products with their audience, Philips has created the “Obsessed with Sound”, a massive project in collaboration with Tribal DDB Amsterdam. “Obsessed with Sound” brings the audience closer to the music experience by filming and streaming the Metropole Orchestra, this project gives the audience the opportunity to single out each musician to hear every detail of their performance.