The merging of two superpowers creates an empire. With music partnerships, the same can be said.
Music partnerships are a very powerful promotional tool and can be mutually beneficial as it offers greater exposure and income for those involved.
The pairing of artists [or groups] with brands [or corporations] in recent years has become more than a trend. By no means a new initiative, music partnerships go beyond traditional album releases, promo tours and merchandise to create high revenue by reaching a wider scope of potential fans and consumers.
In this ever-changing and fast-paced world, the music industry is on high alert researching new ways to develop ideas to create income and reach potential fans, all while not selling-out.
For many years music partnerships focused on brand ambassadors and product placements in TV and movie soundtracks. However, as artists have become more brand savvy there has been a rise of a more creative and collaborative partnership being born, allowing artists freedom within the project.
Today music is displayed wall to wall in TV, film, audiovisuals, VR and more. We’re subject to music in shopping malls, in hair salons and even when buying a car! The power of music and the control it exercises on us is no secret.
Music can evoke feelings from deep within us, pulling on the heartstrings and rising dopamine levels. Companies have been tactfully using music to reach consumers on an emotional level for quite some time.
As music is a culture in itself many companies tend to affiliate or align with artists within their vision. Artists are generally open to a wide range of partnerships from sneakers and cars to cell phones and beauty products.
Taylor Swift, not one to shy away from a partnership, has a creative-collaborative list the length of her arm. Her pairing with the classic sneaker brand Keds was a significant step in the build-up to the launch of her album ‘Red. Along with a custom designed sneaker by Swift, Keds offered a series of backstage passes, an interactive pop-up experience and a social media giveaway for those who upload their pictures to social media.
Needless to say, social media was spammed with millions of concert selfies, Keds sales were through the roof and of course Red sold over four million copies.
Although an artist may benefit fundamentally from the financial support of a large corporation, income that may fund a new music video, merchandise or a tour, many other benefits lie ahead for those willing to sign a partnership deal.
From intimate gigs and pop-up shows to social media and full fashion lines, artists are using music partnerships to express their interest, explore diversity and customize their craft for their fans.
Greater fan reach through live events and promotions are at the core of a good music partnership.
The live experience is a method that offers bountiful successes in music partnerships and is important in reaching people. We, as humans, crave new and meaningful experiences that resonate culturally with us and brings music to life.
Uber has been creatively developing their craft for some time will their partnerships. How many of us have sat into an Uber and put in our headphones? Guilty?
The genius curators at Uber used their initiative to partner with Spotify and Sofar Sounds to create a different music experience for their customers.
Sofar Sounds, which have been bringing people together in cities across the world, have packaged music in a clever and innovative way by offering a stage to new and growing talent in secret locations. Uber paired with Sofar to offer its transport services to these ‘secret locations’ which saw extensive positive social media feedback.
Air BnB also linked with Sofar under the same initiative, to merge the global community and unite them in something they love and enjoy.
As the approach to audience experience is at the core of music partnerships, many companies are pushing for further sustainability for their product through this medium.
All in all, music partnerships are hugely important for facilitating creative exchange between those involved. Partnerships are a strategic move and when handled correctly can bring ample benefits along the lines of fan and audience engagement, creative freedom, exposure for potential future projects and not to forget the monetary advantages. Music partnerships are important to brands as they have access to a wider scope of fans, along with an immediate exposure through connection with a high-profile artist.
Well executed music partnerships will be practical and aspirational and if they’re willing to succeed it will be very important to share same values.