What of both brands and artists working together? Certainly the days of dollar-heavy, simple endorsement deals are over (such as Michael Jackson and Pepsi in the Eighties), but there remains good potential for both parties if they are well matched.

“We do know it works, but it only works in those cases where the relationship is authentic. And that means, from the consumers point of view, it seems real, relevant, part of the story line and most importantly it has ritual”

The objectives of both brands and artists have become increasingly aligned and consumers are less cynical, so long as there is that crucial ‘fit’. However, understanding the rights, consumer motivations, channels, and technologies which connect the two sides is crucial, and increasingly makes the case for specialists in the music space to help both sides form successful unions.

The full interview with Martin Lindstrom appears in the new FRUKT Music Intelligence report, out now. You can also follow us on Twitter. 

www.fruktmusic.com

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Whilst brands need to harness the power of music, so the reverse is true and Martin cites three factors crucial in creating an artist’s “Brand” – something which will enable deeper and wider consumer engagement, and ultimately increased revenues. The viral channel, the physical channel and The Story.

Martin sees viral activity pre-empting any tour or music release as paramount to creating a battalion of direct marketers working for the greater good of the brand. “They basically have to develop the Obama technique of having core believers who spread the word of mouth. So they become a direct marketer in reality”.

Following on from this is the importance of the Artist Brand making a physical connection with their fans – creating unforgettable experiences and ‘Superfans’ who’ll be more loyal and more likely to become a brand exponent.  “We do know today that concert goers are more than 350% likely to recommend a CD, or that music, or talk about that artist, than if they are not attending a concert.” The fact that some of the world’s biggest grossing acts are also the biggest touring acts is no coincidence.

Lastly, The Story. Every Artist Brand needs one. “Artists need to treat themselves as a brand… Bono walking around with his funny sunglasses, or Elton John with his $150k flower arrangement in his home each week, or whatever funny story they have. All those things are just adding to their brand.” All the rumours, rites and rituals build the legend and the intrigue… it’s no longer just about the music.

Continued on Friday… The full interview with Martin Lindstrom appears in the new FRUKT Music Intelligence report, out now. You can also follow us on Twitter.

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Since starting his own marketing agency aged 12, Martin Lindstrom has become one of the most respected branding gurus in the business. Among Time Magazine’s top 100 most influential people, his advice is sought and savoured by the world’s biggest brands. His latest best-selling book, ‘Buy-ology’, is the culmination of a $7m neuro-marketing research project.

FRUKT recently asked Martin to turn his thoughts to music.

Why do you really like Coca Cola over Pepsi, or vice versa? Is it the taste, the brand colour palette, the advertising? According to the research, chances are it’s because the mother of your best friend (the one with the big trampoline in the garden) served it up on a hot summer’s day with a plate of flapjacks. This, or other happy memories, ‘branded’ into the darkest recess of our sub-conscious minds is what most influences our buying decisions. Of course we are not aware of it, if asked we’ll conclude with an answer that makes more rational sense and is less personal… “I prefer the taste”.

Known as somatic markers, these brain bookmarks are stored for the easy recall of positive or negative feelings, emotions and memories experienced at a time in our past. The waft of a scent once worn by an ex-partner, the old cowboy films watched in the company a much-loved, long-gone granddad, the music that became the common ground that fostered a life-long friendship… The music.

Martin believes sound and music to be the best somatic markers “Music is basically hardwired behaviour to effect our mood”, says Martin “the only express elevator to our mind.” Importantly for marketeers, the study revealed sound to be the single most important sense when building a brand. Smell is second and sight third. Yet 83% of all communication today focuses on sight alone.

“Once you have embedded it in the brain, we as human beings, cannot forget it so it’s a really good way of doing sticky communication. If you’re not using music you need to come up with an incredibly convincing argument as to why you’re not”

Continued on Wednesday… The full interview with Martin Lindstrom appears in the new FRUKT Music Intelligence report, out now. Email: sales@fruktmusic.com or head to the website for more information on subscriptions, or to sign-up for your free trial.

www.fruktmusic.com

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