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For B2C Marketing Professionals

Music Strategy For Brands: When Brands And Bands Collide

February 23, 2010


  • By Mark Mulligan
  • with Sonal Gandhi,
  • Laura Wiramihardja

Why Read This Report

As the effects of the music industry meltdown bite, record labels and artists alike are turning to brands and product companies for new revenue opportunities. 2009 saw music tapped more heavily than ever before as a tool for differentiating products and brands, and this trend will accelerate in 2010: 65% of brands and product companies that Forrester interviewed stated that they will spend more on their digital music strategies in 2010 than they did in 2009. But marketing professionals must subjugate their job titles in favor of their role as media product professionals when working on music strategy. Failure to do so will result in poor execution that will damage the profile and perception of both the artist and the brand.

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  • The Music Industry's Pigeon-Holing Obsession Has Created A Ready-Made Targeting Map
  • Brands And Product Companies Will Invest Even More In Music In 2010
  • Digital Music Is Highly Valued As A Tool For Brands And Products