Branded music curation is crucial in the consumer space and without an expert truly engaged with the marketing strategy, the outcome can appear forced.
Sonic Storytellers help interpret the line between a brand’s target market and who they aspire their customer to be. It’s about finding a balance between the comfort and discovery that will resonate and, in turn, create the "sonic story".
When customers look to brands for lifestyle influences they want to hear content that’s cool and relevant. True music fans love discovery and if customers are hearing and discovering music in-store, it’s a beautiful way for a brand to build loyalty. If a customer hears a song and ends up adding it to his/her playlist or seeing the band in concert, they’ll remember where they heard it first and associate it with the brand. The brand becomes more relevant to that individual.
Music and brands are becoming much more associated with lifestyle choices and specific cultural settings. It’s the marriage of comfort and discovery.
A healthy branded music program is supported from the top and managed by those who respect music as the powerful bonding agent that it is, those that can take the appropriate time to vet and advance music discovery opportunities aligned with the brand experience. And for retail, restaurant, and hotel brands, that experience spreads well beyond the storefront.
Sharing music with customers is a chance to display passion, create common cultural ground, and impart a sense of place and belonging. Companies who actively contribute to the music ecosystem and cultivate a genuine appreciation for it will benefit from the fertile social soil that exists between brand, art, and audience.