Today, implementing a digital strategy into your brand’s marketing campaign is extremely essential. It is very likely that the entirety of your target audience is online, and whether that be on social media, email, or just someone doing a general Google search, you need to be able to reach them. In 2019 social media referrals toward retail ecommerce websites grew 110% while traditional advertising has been on a steady decline since the early 2000’s. Any brand that wants to survive in today’s economy needs to be sure they are focusing on digital marketing strategies and campaigns.
One of the most prominent digital strategy that brands are using today is influencer marketing. Influencer marketing has grown exponentially since its initial start in 2016 with an estimation that in 2020 brands will spend over $9.7 billion on influencer marketing campaigns. Now what exactly is influencer marketing and how can it play a role in your digital strategy? Influencer marketing is basically a celebrity endorsement and an influencer in general is anyone or anything with a substantial following on social media. For this article in particular, I will be discussing a few ways in which you can utilize musicians as influencers in your digital brand strategy.
Building Relationships with Musicians
First, in order to utilize musicians as influencers in your brand’s digital marketing campaigns you need to build relationships with them. Music plays a major role in the success of any brand’s marketing campaigns and whether you decide that you want to create sponsored social media posts or simply produce a few YouTube videos, the music you obtain for your content is critical. There are thousands of ways to build relationships with musicians, but I will discuss the top 2 methods brands use here.
The first way you can build relationships with musicians is through their direct messages on social media. Facebook, Twitter, and Instagram make it extremely easy for you to reach out directly to a musician and ask them anything. It is a bit difficult to push your way through the clutter of a musician’s inbox, but if you are a brand and have a verified account then you are likely to stand out from the crowd making your messages more likely to be opened, read, and responded to. If your brand has a substantial following itself or if your social media account is verified you have an even greater chance of receiving a response. Sending direct messages to musicians with millions of followers may be a stretch, but you can also find some smaller musicians, still with thousands of followers, to reach out to.
The second way you can build relationships with musicians would be through an indirect point of contact. For example, you can reach out to management companies, record labels, or distributors and ask if they would be willing to allow you to use their artist’s music in your campaign. This will obviously cost more money, but the musicians and songs you can obtain through this method will more than likely have a considerable amount of followers. As they say, you have to spend money to make money, right?
Once you’ve built a relationship and have been in contact with a musician it is time to figure out whether you want the musician to promote your brand or if you simply want to use their music in your campaign. If you decide to choose the former, one of the most successful influencer marketing strategies that brands use is brand deals. This allows your brand or product to be set directly in front of your target audience while also giving you direct promotion from a celebrity, or in this case a musician. There are a variety of ways to push a brand deal, but one of the most effective methods today would be to have a musician talk about your brand in a social media post. You should aim to have this posted to their account and if that isn’t possible you can also create a sponsored or a paid social post with the musicians testimonial or review to your brand’s account as well. Along with having them create a social media post you can also directly sponsor a musician, just as brands do with sports players. This way you can have the musician put your logo on their guitar, their bass drum, or even on the backdrop that they use during live shows or live streams. This will increase your brand’s exposure in general, but it is definitely more of a long term strategy than the quick win that a brand deal on social media may give you.
Asking Musicians to Use Their Music
In addition to utilizing musicians to promote your brand, it is smart to create a trade-off by also using the artists music in your content. Whether that be creating sponsored Instagram posts, Facebook ads, or a television ad, using a song in the background of your video will increase its emotional impact on the viewer as well as increase your audience’s ability to remember your ad. You will need the artists permission before using their song, which can come with some legal copyright issues, but once you have permission you are set to create your ad. Generally smaller musicians would be excited to have the opportunity for their music to be featured in an advertisement and they will let you use their song for free. This is because the use of their music can promote the song just as successfully as it promotes the product. On the other hand, if you want to use a popular song, which would create more of an impact, you will more than likely need to pay. The type of music you choose should absolutely depend on the type of product you are marketing. For example, if you are creating an ad for work boots you would have more success using a country song or a rock & roll song than you would with a pop song. In addition to the above benefits of using music in your ads, you may also gain some new customers or clients based on the song you choose. If your target audience enjoys the music in your ad there is a high likelihood that they will click through, buy your product, or complete your marketing goal for the ad in general.
Build Brand Identity With A Specific Genre
Finally, as a brand you need to create a consistent identity across all of your marketing campaigns. Music can play a huge role in building and maintaining your brand identity and many businesses today use music as a cornerstone in their marketing campaigns. For example, businesses like H&M, PacSun, Macy’s, and many other businesses with a storefront will have a specific type of music playing consistently throughout the day. This not only attracts customers, but it also gives your brand a specific look and feel. As stated previously, when choosing the kinds of music you’d like to play or use in your brand guidelines it is important to pick music that resonates with the message of your brand. If you sell clothes for women you should be using pop songs, but if you’re an ad agency trying to create a brand image with music, you should choose something more inline with your aesthetic. Even when creating videos or social media posts, the genre of music you choose should always remain consistent.
Utilizing musicians in your brand’s digital strategy can exponentially increase your ability to reach new customers. Once you’ve built stable relationships with musicians, bands, and artists, you can then utilize their music in your online ads, social media posts, YouTube videos, and any other content you decide to promote online. Influencer marketing and more specifically musician marketing can and should play a major role in the success of your next digital marketing campaign. The opportunities are out there, you just need to search for the right type of musician to represent and promote your brand or product.