Brands are continually realizing the importance of  music integration in their branding and marketing strategies.

But why?

Music can deliver not just a personal relationship, but a long-term loyal behavior as well by offering emotions, experiences, exclusivity and engagement.

Music is a fundamental element in our lives. Although, we experience music in different ways, one basis idea is the same: music evokes emotions and helps to understand a message through its global language. The very core of branding.

Therefore, music appears as an essential marketing and branding tool, but it can provide more than just a means to the goal. A whole branding strategy can be built on music where music branding can offer customers emotions, experiences, exclusivity and engagement.

Celebrity endorsements by film , television stars and athletes of  brands is hardly a new phenomenon, however, lately, there has been a  significant rise in the number of well-known recording artists lending their names, music and public persona to brands and  brand-name designers’ promotional campaigns. We have little doubt that this trend will continue to rise.

Look at the Stats

• 22% of 2011 show ads featured celebrity endorsements, a 47% increase from last year, and returning to pre-recession levels
• 23% of ads featured licensed pop music, roughly flat for the past three years
• 35% of ads featured some kind of entertainment element (either a celeb endorsement or licensed music), up from 26% of ads in 2010
• Star-powered brands included Ford, Chevy, Dodge, HP, CoverGirl, Olay, Target, Nintendo and Apple
• Star-studded ads featured the likes of Jennifer Hudson, Alicia Keys, Carrie Underwood, Jennifer Lopez, Nelly, Eminem, and Queen Latifah

source: GreenLight Ad Guage 2011

The reasons that these personalities are used in brand communications include making the brand’s message stand out among the clutter of advertising from competitors and convincing customers of the credibility of the brand’s offerings.

Why Celebrity endorsements are important to Brands?

• Celebrity endorsement is a great brand awareness creation tool for new luxury brands.
• Endorsement by celebrities helps to position and re-position existing brands.
• Celebrities contribute to sustaining a brand’s aura.
• Celebrities are used to revive and revitalize staid brands.
• Celebrities generate extensive PR leverage and opportunities for brands.
• Celebrities are used to create global brand awareness.
• Celebrities promote a brand’s products and appeal.

What’s driving this trend?

Not too long ago, musicians made the bulk of their revenue from record sales and tours, with little worry about generating additional streams of income. At the time, partnering with a brand might have labeled the artist or band a “sell out.” With the advent of music downloads and  peer-to-peer sharing networks, the game is changing  for many musicians, forcing them to look at alternative business models. Meanwhile, most artists have awakened to the reality that every product they use and location they frequent becomes “endorsed” by them by default in the eyes of their fans.

Today, such partnerships manifest in musicians even crafting an original soundtrack to support a brand launch or multimedia campaign. For example, Lady Gaga’s “The Fame” provided the soundtrack for Michael Kors’ Very Hollywood fragrance launch before she became an international sensation.

For musicians, partnerships with luxury brands can help raise an artists’ profile and expose them to an entirely new audience demographic than they may have otherwise been able to reach (the same is true for the brand, as well). It also provides much-needed support for cultural and creative development with brand partners in essence becoming the benefactors to finance the creative process.

As with any good marriage, the musician-brand relationship requires an appropriate pairing. This involves a mutual respect for and understanding of the opportunities each brings to the table. After all, it is a business.

These partnerships can aso be a risky proposition given the public’s fascination with celebrity scandal. Remember Tiger and Kobe?  The right pairing, however,  can be an immensely effective blending of two very different worlds to achieve common goals and  a lasting, lucrative relationship.

Here are some ads of music celebrities that have partnered with some very well known brands.  Archimedia is especially excited about the new relationship between London Fog and recording star  Nicole Sherzinger!

If you think about some of the great artists of the past and present, the one thing they all have in common is the aura of their brand.And that is what attracts us the most.

One of the cold, hard facts about the music business is that no matter how good a musical artist you are, having a successful public career is not just about your music, it’s about your Brand!

Brands transcend music!

Great music plus great brand equals great artist. You can’t have one without the other. Spend time getting the music right. Spend time getting the brand right.

Branding,  not the product, is the “Key” to an artist’s success and more importantly their longevity!

Product and Brand are not equal, there are differences;

• Record Labels make products, fans make brands
• Products Can Be Copied and Replaced but Brands Are Unique
• Products Can Become Obsolete but Brands Can Be Timeless
• Products Are Instantly Meaningful but Brands Become more Meaningful over Time

In the end, great brands sell records, drive sales, compel advertisers, influence decisions makers and monetize networks.

How strong is your Brand?

Are you taking the necessary steps to develop your Brand?