BMS second day talks about the power of artists with brands
The second day of Brazil Music Summit: Sync & Music Branding – an event promoted by Brazil Music Exchange (BME), a project of exporting Brazilian music made through a partnership between Brasil, Música & Artes (BM&A) and Agência Brasileira de Promoção de Exportações e Investimentos (Apex-Brasil) – brought interesting points about the growing power that artists acquire alongside brands and the advertising market. The three speakers who delved into this area were: Ricardo Rodrigues of Let’s GIG, Yassine Saidi of Puma Global and Evandro Fióti of the Laboratório Fantasma.
For Ricardo, who lectured on “what is acceptable in the relationship between the brand and the artist?”, commented that “the first thing is to strategically plan the artist’s career and mainly try to seek companies that have a greater synergy with brand”. He assured that this positioning is an integral part of the success of the strategy implemented by the band Liniker & The Caramelows, band that Let’s GIG manages the career.
In your presentation, Fióti, who is ahead of Emicida and Rael’s career, showed a similar position and said it was essential to have a synergy between the essence of the brands and the artists. This is one of the pillars to which he attributes the success of the Laboratório Fantasma. “We never work with products which we don’t fully identify ourselves”, he says.
Music in the center
Yassine Saidi, who came to Brazil especially for the event, dealt with the work that Puma does with music branding. He detailed the trajectory of the relationship between fashion and music and explained that he sees the artists at the center of the strategy of any successful brand. “Rap artists have re-created and re-edited fashion compared to how it was done”, said. According to him, this has become an irreversible trend that must go further: “I believe that in the future, artists will be ahead of their own brands. This is already happening”.
And completed explaining the strategy of the brand: “we do not pay for more ads in magazines, we invest in music because it is the most powerful cultural medium in the world and we use social networks to leverage reach. These projects are giving a very positive return”, he said, especially highlighting the partnership with singer Rihanna.
Fióti, who also has a strong relationship with fashion, presented the case of success of the participation of the Lab brand in São Paulo Fashion Week. Like Yassine, he also believes that this is a time of many opportunities for those who work with music. “The market is favorably changing”, he concludes.
Brasil Music Exchange was created in 2002 by the Brasil, Música & Artes (BM&A) and the Agência Brasileira de Promoção de Exportações e Investimentos (Apex-Brasil) to facilitate connecting Brazilian and international companies, establishing partnerships and generating business opportunities.