There was a period when the music industry despaired that the digital era was eroding its economic model. Since then, however, solutions have emerged – notably a rich partnership between musicians and brands.
Now brand activation agency TBWA\BEC and music company Universal Music have joined forces to celebrate this new economy. From sponsored festivals and concerts to online activations and even celebrity-endorsed in-car sound systems, Musicacitvation.com is a veritable showcase of cool collaborations.
It will grow into a collection of compelling case studies and, in the words of its founders, become “a digital bookmark for marketing and music professionals”, as well as inspiring musicians and marketers who’ve not yet joined forces. Music fans, too, will find plenty of evidence to convince them that teaming with a brand is a route to creativity.
TBWA\BEC’s Music Manager Luc van Stiphout says: “Being one of the most consumed passions globally, music offers brands unique ways to connect with their consumers…Musicactivation.com offers marketers an overview of some of the best work and music cases out there.”
Director Digital at Universal Music, Thierry van Engelen adds: “It’s vital that we are creative and open to new ways to promote music acts and new paths to create revenues other than record sales. Collaborations with brands offer these new opportunities to our artists.”