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Music + Marketing = Win-Win
Digital Music News reports a huge investment by energy drink brand Red Bull into the music business, including a state of the art recording studio at their U.S. headquarters in California. Details are scarce for now, but the report also says that many top music executives are in on the happenings.
Clearly the brand is looking to enhance and expand its lifestyle profile by adding music artists to the list of tastemakers and events, mostly in the realm of extreme sports, that they are already aligned with. It remains to be seen whether these artists will be household names or not, but my guess is they will first go after acts who also fit into the extreme sports lifestyle, such as emerging acts in punk, and DJs.
This arrangement should be a win-win for Red Bull and the artists (and labels? producers?) it works with. The scenario will likely include things like Red Bull having exclusivity on some singles that can be digitally and otherwise distributed to their consumers; and of course tour support. In exchange, the artist will probably get free studio time, added exposure, and of course money. The trick here is to work the deal so that the artist gets the money and promotion without feeling like – or coming off to their fans as – a shill. Look for an upcoming white paper on this very subject from Combo Platter.
Often referred to as “Bands and Brands” or something similar, you will see lots of discussion on this type of association here.
Posted Tuesday November 20, 2007
in bands and brands,
marketing with music,
music,
music business,
music marketing,
red bull
Discoveries
I love discovering new music.
There’s a buzz on for Black Kids. I think they’re pretty good. So far they don’t blow me away, and that’s really what I’m looking for. The last band to really blow me away was Arcade Fire, and before that it was The Polyphonic Spree (from my hometown Dallas, Tx.) But those were a few years ago. So I’ll keep my eyes and ears out for more Black Kids stuff and I hope they someday blow me and lots of other people away.
Now a group that is blowing me at least a little bit away is The Go! Team. Most recent release was a couple months ago. Will have to keep my eyes out for a Seattle tour date.
This is a cool place to find new stuff that suits your tastes. For other Combo Platter favorites, go here
What music blows you away? Share!