A couple of interesting research studies into celebrity endorsements
have surfaced of late, prompting us to look again at the role of
endorsements in music.  A new Adweek Media/Harris Poll,
investigating the persuasiveness of celebrity endorsements, offered an
insight into the most effective routes to market. Business leaders – of
the Steve Jobs variety  - came out on top as the ‘most persuasive’,
followed by athletes, TV/movie stars, then musicians, with former
political figures trailing along in fifth place.  However, when the
question was flipped as to which were the ‘least persuasive’ athletes,
business leaders, politicians and movie stars were deemed less viable
than musicians.
 
Celebrity endorsements can be exceptionally
powerful, raising awareness, increasing a product’s appeal and
influencing the buying decisions of fans wanting to emulate the
lifestyles of their favourite stars. Music, arguably, has more
resonance than high profile endorsements from athletes due to the fact
that unlike sport the endorsee comes complete with their own
soundtrack. This gives a brand leverage every time their music is heard
in numerous different possible locations, whereas sport can often be
confined to a very limited – and literal -playing field.
 
A
quick scan across the barrage of media channels available today
highlights a seemingly never ending string of pop stars and musicians
extolling the virtues of a plethora of branded products. Another recent
study, The Celebrity Endorsement Sensor,
of 24,000 consumers across 25 countries, by the media agency
Mediaedge:cia (MEC) highlighted how 35% of its respondents believed
celebrity endorsements managed to improve a brand’s overall awareness.
However, this awareness is subject to a major perception flaw. A
sizable 53% said they had problems remembering which celebrity was
attached to which brand. So a brand netting a lucrative music
endorsement may actually indirectly be playing into the hands of a
rival company. This is a problem that is exacerbated if the musical
endorser in question is somewhat fickle in their choice of alignments
over a given period.
 
The Mediaedge study also stated that male
adults within the 18-34 age bracket are the most likely to engage with
celebrities via digital activities, and it is in this digitally
enhanced realm where music celebrities can make a memorable impact. The
relationship between artist and brand has evolved from a simple
‘cool-by-association’ proposition to a deeper, more rounded,
collaborative partnership. In order to achieve ‘cool-by-integration’
brands need to become actively and creatively involved with their
endorsees in broader more consumer rewarding campaigns.
 
A nationally representative survey in the UK – which features in the FRUKT Music and Brands manifesto 2010
- recently asked: “Which music marketing campaigns make the biggest
difference to your brand perception?” Artist endorsements came in at a
lowly 23% of all the possible categories. Ticket/download giveaways,
the ability to share music with others, receive exclusive content, and
get closer to the acts they love were amongst the highest brand and
music touch points for consumers.  
 
Endorsement partnerships
are like relationships. They need chemistry. It’s ultimately a social
science, a love triangle between three separate components – brand,
band and fan.  As with a chemistry set it’s a delicate balance between
creating the perfect mix and it all blowing up in your face. However,
get the ingredients right – a dash of star power, a hint of genuine
creativity and a healthy scoop of believability – and an endorsement
deal rooted in music will give your brand not only a figurehead but a
whole new voice.
 
Here are some key pointers to consider when embarking on a music-based endorsement deal:
 
1. Understand your market
 
The
reason that some celebrity endorsements fail to provide a ROI for the
brand is because celebrities have often been identified in an emotional
and sometimes un-researched manner, with the campaign concept tweaked
to fit the celebrity into the creative.
 
2. Forge creative partnerships
 
The
key thing to remember is that placing a celebrity in an ad is not an
idea in itself. The off the shelf mentality has gone, campaigns, and
even the songs within them can be built from the ground up. Embrace and
harness the creativity of those you have decided to work with.
 
3. Start a conversation
 
Give
them a story.  Casting a multi-million dollar film star in your movie
means nothing if the script is terrible. The same goes for a music
artist. They may be the most popular face on the planet, but if the
story they are cast in is bad no one is going to want to listen. Build
your spokesperson into a narrative, an ongoing conversation where the
music fan plays an active part in the musical journey.
 
This piece is adapted from the article ‘Sound Investment – From
Endorsements to Creative Partnerships’ from The Brands and Music
Manifesto 2010. Download a sampler here

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