Brands and music in Asia: insight report

By May 1 2012, 11:21 am Leave a comment

FRUKT has teamed up with the Music Matters conference in Singapore to take a look at key music and brand partnerships in the Asia Pacific region. Download our ‘Exclusive Brands And Music Asia Insight Report’, showcasing a wide variety of brand and artist alignments across areas such as Korea, Japan, China and the Philippines.

East meets West

With the West still getting to grips with the notion that artist/brand partnerships can help facilitate both new revenue streams and platforms for creativity, Asia in many ways has been ahead of the game. With brand alignments built into the artist business model from the offset, as much of a core component of the package as the music itself, commercial deals are widespread. Read more »

SXSW: brands, bands and interactive fans

By March 26 2012, 9:18 am Leave a comment

Interested in understanding how your brand can benefit from a deeper association with music? Then download our ‘Exclusive FRUKT SXSW 2012 Insight Report’, highlighting our pick of the very best brand activations, bands, apps and music innovations during the festival.

SXSW 2012

The sprawling SXSW festival, now in its 26th year, brings in around $168 million annually to the Austin economy as thousands flock to its bustling streets to celebrate the great and good of music, film, fashion and interactivity. FRUKT, as ever, was on the ground, bumping into friends old and new and soaking up the atmosphere of this awesome festival. Read more »

Superbrands invest in entertainment

By February 28 2012, 9:13 am Leave a comment

The results of the 2012 consumer Superbands index, the annual consumer brands survey listing the top 500 consumer and B2B brands in the UK, were revealed yesterday. FRUKT’s Jack Horner, a judge on the Superbrands panel, was invited to pen the feature essay for this year’s accompanying book, and with the cultural spectacle that is the Olympics on every marketer’s lips, he focused his attention on the entertainment remit of these highly favoured brands.

FRUKT did a bit of digging around and found that out of the top ten brands on the 2012 Superbrands list a sizeable 90% had forged some form of alignment with entertainment, with a further 72% of the top 50 brands having utilised entertainment, be it music, film, or art, in their marketing efforts.

Whether its Rolex, Coca-Cola, BMW, John Lewis or Cadbury’s – each has seen the value in building an association with entertainment in order to reach consumers. Read more »

Brit Awards: the ads, the brands and the music

By February 22 2012, 11:01 am 1 Comment

As the great and the good of the music business struggle bleary eyed into work (at some point this afternoon), after one of the most important nights in the UK music calendar, just what have we learnt post event? Other than the fact One Direction can’t tell one radio station from another; Blur acceptance speeches make us thankful for TiVo; and that Adele’s 6 Grammys and 2 Brits still doesn’t guarantee her a moment in the spotlight.

Oh, and that Bruno Mars is really quite tiny.

For me at least, (watching from the comfort of my sofa) the biggest revelation of the night came not during the production, but during the ad breaks – where the music, ironically, seemed noticeably lacking. Read more »

Taking entertainment beyond the Super Bowl

By February 7 2012, 12:18 pm 1 Comment

The Super Bowl is the Olympics of advertising, with brands limbering up all year for what could be their big moment of glory at an event that is about so much more than mere sport. Amongst the record breaking Twitter statistics revealed post game, 42% of tweets were about the ads, with only a mere 4% about the Giants actual win. Why? Because Super Bowl Sunday is, at its heart, not just a display of sporting prowess – it’s a shared entertainment experience, largely driven by brands.

A sizeable 73% of the 111 million strong audience tuning into the Super Bowl view the ads as a core part of the entertainment spectacle that is the big game. However, it hasn’t always been this way. Read more »

People powered music festival activation

By September 30 2011, 12:06 pm Leave a comment

Next month we will once again be rolling out our annual report into brand involvement during this summer’s music festival season.

‘Field Work 2011 – the definitive guide to brand activations at music festivals’ will offer insight into the very best brand activity across the length and breadth of the UK’s festival scene. Packed full of case studies, insight and interviews with leading brands and festival promoters, it’s essential reading for anyone eager to better understand this passionate marketing opportunity.

While our upcoming report is focused on the UK this year, we haven’t taken our eye of the wider festival stage, and a number of innovative international campaigns have caught our attention this year. Read more »

Do it yourself

By June 17 2011, 11:23 am 1 Comment

FRUKT’s Zoe John comments on the Kaiser Chiefs ‘The Future is Medieval’ DIY digital concept:

Is there is no stopping us? The ‘consumer’, not content with living in a world where we scan our own shopping or write our own ads, has now been given the opportunity, via the Kaiser Chiefs, to tailor make and design our own album.

So how does it work? Fans can pick 10 songs out of 20, design their album artwork and download their album. Then, for every album they sell they get a quid. Not only does it play on the frustrated creative in all of us, but it appeals to our urge to earn some extra cash and tugs at our competitive streak. Read more »

Toyota’s holographic music ambassador

By May 16 2011, 10:59 am Leave a comment

 

Last year we penned a short piece on ‘artificial brand ambassadors’
and the possible virtues they might hold for a brand over the
sometimes-unpredictable nature of traditional endorsement deals with all
too fallible human beings. Read more »

Ikea: undercover music marketing

By May 3 2011, 2:08 pm Leave a comment

The furniture retailer has created some interesting promotions of
late, from releasing cats across its store to utilsing stand up
comedians, right through to its unique 365-day project which created daily ads. Read more »

Sports marketing and everyday athletes

By March 2 2011, 11:05 am Leave a comment

 

Sport is usually approached by brands in two ways.  Firstly, as part
of the basic – yet fundamental – sponsorship bragging rights battle at
key high profile events, be it football or motor racing. The other flip
side of this has been the sponsorship, or development of, on the ground
grassroots initiatives that favour the working sportsman; the Sunday
football league or part time marathon runner for example. Read more »

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