VOLTAR
Never before have brands been so close to music – and what about you?
It’s nothing new that brands are always finding creative ways to connect with you.
Advertising, product placement, commercial, publi/creators, naming rights, vignettes, spots, jingles, experiences, events… Everywhere you go we look There is an activation there for you to interact.
And, increasingly, they are also present everywhere we go. we listen. 😉
With the growth of platforms around the world – including advertising records – Spotify has become extremely attractive for brands precisely because of the versatility of streaming audio to find users at opportune moments, whatever they may be.
A survey by the platform itself indicates that 98% of people perform other tasks while interacting with sound (music and podcasts) – cooking, studying, exercising and even doing nothing, the person is there, with their headphones on.
It's no different with GenZ: they're looking for depth: they want to get away from the typical superficiality of social media and discover more about culture, the world and (surprise!) themselves.
No way back
All of this points to a direction for brands to interact with their audiences through music as well. The constant growth in demand for official profiles and curated playlists on social media platforms streaming, as well as projects cross-media that integrate sound content with other experiences – physical or digital – have dominated the advertising market.
And while the wave of music festivals is suffering from a recent crisis in ticket purchases and even cancellations – their relationship with brands, including branded-content, brand activation, sponsorship and licensing has reached a new level: the Rock in Rio, for example, just hit record of partnership projects in the last edition. A true multicultural showcase through sound, of course.
M Heineken is a brand that has music among its pillars. It is no wonder that it is present at several events. At the last RIR, its activation caused a stir – literally! The innovative project media, live, the audience's reaction during the shows to point out which were the most memorable songs, according to the crowd's screams. With Tecla Music behind this performance, the case of the brand was one of the most talked about by the press and even reached an interesting end: the The Loudest Playlist, which is saved on Heineken's Spotify profile, lists (in the form of a ranking) the songs most sung by people. It's worth noting!
And the relationship between brands and people isn't just about music. In the most recent edition of ArtRio – the largest art fair in Latin America – our team has developed a activation for IBMEC / Yduqs Institute never done before: from totems spread throughout the event, you accessed a audio guide experience directly on your cell phone, available on ArtRio profile on Spotify, with explanations about the works exhibited at the event and their respective artists. It's ON and OFF at the same time, right?
Where else can you use sound as a communication strategy? Surf these little waves to know:
_Google's new AI is transforming all in podcasts (impossible not to be impressed)
_Have you ever thought about it? what is the music like that plays in a Michelin-starred restaurant Michelin in Brazil?
_Fashion and music: an inevitable union, according to experts
_What we learned about creativity It is technology in music at Music Forward 24
_You doubt the power of music in points of sale? The The Summer Hunter no
