'Brands Go Pop', whitepaper on music revolution in branded communications
While over a decade of disruption has decimated traditional revenue models for music artists, it has amplified their personal power and, in turn, served up new means of moneymaking.
As marketing noise increases, so too does the appetite of brands for working with recording talent as an effective means of rising above the din. Musicians can cut-through and connect with consumers on two fronts – with both their creative product and the fame that comes with it – making them doubly appealing as potential commercial partners.
This year, Cannes Lions launches Lions Entertainment – a two-day specialist event within the Festival week, which will explore those partnerships, because, increasingly, they are at the forefront of unskippable creativity – the kind that is moving away from “branded content” and becoming “branded culture.”
Ahead of the Festival, Cannes brought together a group of key players to discuss the issues and opportunities. Steve Ackerman (SA), MD, Somethin’ Else; Fred Bolza (FB), VP strategy, Sony Entertainment; Julz Baldwin (JB), deputy head of music, Most Radicalist Black Sheep Music and Pete Beeney (PB), global agency lead, Spotify joined Cannes Lions to talk about what’s striking a chord with fans and where the industry is missing a beat.
Read the full interview (pdf.)
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