Do you like Fnac Live? Do you collect goodies at festivals and shazam good music in pubs? Communicating friends, this “Brands and Music” trilogy (“M&M's” for short) is made for you! Many brands today collaborate with artists to offer a real experience to their audiences. Integrating music into your brand content strategy? Yes, by considering it as a vector of both positioning and segmenting emotions. Studies show a diversity of music consumer profiles: so many engagement possibilities for brands! Possibility #1: association of image with an artist Historically attributed to athletes and artists of great renown, endorsement enables a transfer of values by directly associating the artist with the brand. The artist thus becomes a kind of ambassador: he participates in communication operations and...
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