Music branding: how to increase customers relationship through music
A still new subject for some marketing and music professionals, the music branding composed the programming of the second day, February 7, of Brasil Music Summit (BMS) 2019. The conference brought together 500 professionals and over 1400 people from the end audience between February 6 and 9, in São Paulo. The event, promoted by Brasil Música & Artes (BM&A) in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil), through the Brasil Music Exchange (BME) program, had the first two days dedicated to music branding and synchronization.
“We were able to accomplish with a very important goal: we wanted to bring advertising agencies and marketers from different segments to this event. We are going to increasingly tighten these ties. After all, all sides have only to win”, says the general director of BMS and project manager at BM&A, Leandro Ribeiro.
One of the special activities developed in the music branding area was a mentoring in partnership with two companies: Grupo Fleury and Rappi. “Each brand previously submitted a briefing to a creative group of music business for development of customized projects”, explains Leandro. On February 7, all groups presented their ideas and received feedback.
On the main programming, lectures by brands, media vehicles and advertising agencies: one of the most awaited was of Charlotte Von Kotze, music director at Vice Media, which develops content projects for brands, having music as the backbone. “Today videos are less to introduce products and more to tell stories. Public wants authenticity, that’s what brands are looking for with us”, she commented.
Lectures by Mike Ladman of Droga5 and Benoit Dunaigre, Havas | HRCLS, advertising agencies in England and France, respectively, have also brought new perspectives on the future of more content-oriented advertising, including artistic and cultural performances.
On the Brazilian side, Roberto Guimarães from Oi Futuro showed how the company encourages talents and stimulates creativity and innovation, fostering collaborative production in the digital age. The singer and songwriter Rachell Luz and Danrley Calabrezi of 2ID music branding told Morana’s success case, which sought to expand the relationship with customers through a music strategy at the sales point.
In workshops it was possible to learn the most relevant concepts of music branding: from how to check the musical DNA of a brand to the application at the sales point. The Meet the Brazilian Festivals panel was aimed at showing professionals in the branding and marketing areas the possibilities of activation/sponsorship at some of the main independent music festivals in Brazil, such as Se Rasgum, RecBeat, Sampa Jazz Festival, Poá Jazz Festival, and Bananada Festival.
The next edition of BMS will happen on February 10 and 11, 2020 in São Paulo, and the program continues on February 12, 13 and 14 in Recife as part of Porto Musical.
The Brasil Music Exchange (BME), a Brazilian music internationalization project carried out through a partnership between Brasil, Música & Artes (BM&A) and the Brazilian Trade and Investment Promotion Agency (Apex-Brasil), promotes the Brasil Music Summit.