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Music As A Marketing Tool Focused On Millennials

Music As A Marketing Tool Focused On Millennials

As all social media users know, millennials are now ruling the economics, making up more than 25% of the US population, with a purchase power of around $1 trillion dollars, and it’s not just me who says this: you can check the numbers on PTTOW, CNBC, and Forbes.

Because we spent a large part of our lives under the influence of electronics and social media, we like to see brands going an extra mile in order to sell us stuff.

Millennials are probably the first generation of buyers who prize the emotional bond between them and the seller. In order to make a millennial buy, you need to represent the complex set of values they appreciate and reach to them, speaking their own language. I will talk about the foreign language spoke by millennials in another article, as for this one, I want to discuss how music is becoming the leading marketing tool brands are using to advertise to millennials.

Why music?

Why music? Why brands are focusing their marketing campaigns on music, targeting millennials?

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The answer lies in the power of music. Music is able to cross cultural barriers and connect people in an amazing way. Music brings a lot of health benefits and is used as therapy, due to its great emotional power on the human brain. It also stimulates social interaction, which is just what brands are looking for. Moreover, millennials grew up on music, surrounded by tapes and sticking posters with pop singers on their bedroom’s walls. Some of us even had the advantage of recording music at home, with their computer, so music is close to any millennial’s heart.

The influence of the artist on the millennial.

Lori Feldman of Warner Brother Records states that music and the artist are critical to connect a brand with its consumers, as they transmit a certain message to the consumer, and this is true: music and those who sing it are able to emotionally connect people, so when brands started to use celebrities to advertise their products and conduct music marketing campaigns, they reached a gold mine.

To exemplify this, let’s remember the time when Jay Z announced the release of his LP “Magna Carta Holy Grail” in a Samsung ad, which was so effective the app went down due to traffic.

Call to action on musical notes.

Millennials are attracted by causes and they are quick to act and react on social changes. This generation will go out in the streets, asking for what they want! Music is going to be there, with them, at any social event, from a protest to a party, because music is dynamic and incites to action.

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Amnesty International launched a program called The Power of Our Voices in 2012, educating students about the power of music and how they can use it to drive social change. The program was a hit and many students wrote and sang their own protest songs, which incite to action, to change. After all, Billie Holiday sang about racial issues and most rappers sing about the difficulties of the ghetto live.

In this project, students were taught to drive change by using the power of their own voices.

Brands also took advantage of this driving force: during a contest labeled #AbsolutGaga that went on during Lady Gaga’s 2014 tour, fans were encouraged to share their creative ideas on how they would transform their community. Needless to say, the campaign was a hit and showed that people can be involved in transforming their community.

Music engagement leads to long term relationships.

What can you do to gain as much exposure as possible? Engage your audience! Music events have a great power to engage the audience – think Coachella and the million of photos and videos uploaded by the participants on their own social media channels. This is what makes Coachella the main musical event of the year and brands can benefit from this opportunity as well. The keyword here is “live event”. When people attend live events, they engage easier, because they are emotionally connected.

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The profile of the average music festival enthusiast is someone of 18-30 years old, who is quick to act on emotions and is active on social media. To understand better the phrase “act on emotions” think of the decision to spend hundreds of dollars on a ticket to a music festival: is it rational or emotional?

A study conducted by Momentum Worldwide showed that people who attend a branded live event are 65% more likely to recommend the brand afterwards and 59% more likely to buy from the brand afterwards.

Digital and traditional methods complement each other.

For a millennial who is highly active on social media, it may seem intuitive to use the online medium to discover new tunes. The reality is twisted: 78% of millennials find new music by listening to radio, which is a traditional medium.

Despite this, Twitter is the main platform where the audience meets the artist and share the news about live music events.

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H&M tested the results of this study when they launched their Fashion Against AIDS campaign on radio in 2008. The campaign had a great impact, as it was offering 500 tickets to an Estelle performance, which was going to be held at an yet unknown location. Social media was also used during this campaign. At the end, the entire marketing campaign showed the combo of millennials, music and social media can sell 50k designer T-shirts and attract 17k entries.

The conclusion on the power of music marketing on millennials.

Millennials are breathing music on their social media accounts and technology advancements are keeping us closer to our favorite tunes and artists, while we love to interact digitally with our idols, we also love to see them in live events. In fact, the general lack of social interaction is pushing millennials to crave more and more live music events, where they can get a physical and emotional experience.

All these make music a great marketing tool for millennials, so branded live music events are going to bloom in the future, as more and more companies use music to reach and engage their audience.

Featured photo credit: Unsplash via images.unsplash.com

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Last Updated on October 18, 2018

50+ Best Motivational Quotes To Prepare You For Any Challenges In Life

50+ Best Motivational Quotes To Prepare You For Any Challenges In Life

Life is filled with highs and lows —happiness and struggles that will test your resilience and integrity, push you to overcome challenges and leave you with lessons that will make you even stronger on your way up.

It’s the way you feel and think about yourself, including your expectations and beliefs about what is possible to you, greatly determines everything that happens to you.

It all starts with your thoughts. When you change your thoughts, you transform the quality of your life. (Right, Nancy’s story is a typical example!)

Below is a list of the best motivational quotes to inspire you to start your day with a blast:

Quotes for self-assurance

1. Don’t downgrade your dream just to fit your reality, upgrade your conviction to match your destiny.

    2. You are braver than you believe, stronger than you seem and smarter than you think.

      3. You are confined only by the walls you build yourself.

        4. The man who has confidence in himself gains the confidence of others

          5. You attract what you are, not what you want. If you want great, then be great.

            6. It’s not who you are that holds you behind, it’s who you think your are not.

              Quotes about positivity

              7. Stop being afraid of what could go wrong and think of what could go right.

                8. You should never regret anything in life. If it’s good, it’s wonderful. If it’s bad, it is experience.

                  9. Falling down is an accident, staying down is a choice.

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                    10. If you have the power to make someone happy, do it. The world needs more of that.

                      11. Always believe that something wonderful is about to happen.

                        12. Don’t be afraid to give up the good and go for great.

                          13. Remember that life’s greatest lessons are usually learned from worst times and from the worst mistakes.

                            Quotes for work and success

                            14. Don’t talk, just act. Don’t say, just show. Don’t promise, just prove.

                              15. Never stop doing great just because someone doesn’t give you credit.

                                16. Discipline is doing what needs to be done, even if you don’t want to.

                                  17. Work while they sleep. Learn while they party. Save while they spend. Live like they dream.

                                    18. The key to success is to focus our conscious mind on things we desire, not things we fear.

                                      19. Never apologize for having high standards, people who really want to be in your life will rise to meet them.

                                        20. If it doesn’t challenge you, it won’t change you.

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                                          21. Never give up on a dream just because of the time it will take to accomplish it, time will pass anyway.

                                            22. Don’t fear failure. Fear being in the exact same place next year as you are today.

                                              23. A hill is just another opportunity to leave your competition behind.

                                                24. Don’t quit. You’re already in pain. You’re already hurt. Get a reward from it.

                                                  25. Hustle until you no longer need to introduce yourself.

                                                    26. You didn’t come this far only to come this far.

                                                      27. Be selective in your battles for sometimes peace is better than being right.

                                                        28 If we keep doing what we are doing, we’re going to keep getting what we’re getting.

                                                          29. You will never know your limits until you push yourself to them.

                                                            30. Do what you have to do until you can do what you want to do.

                                                              31. The man on top of the mountain didn’t fall there.

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                                                                32. If your dreams don’t scare you, they are not big enough.

                                                                  33. If you can’t handle stress, you won’t manage success.

                                                                    34. Don’t be pushed by your problems, be led by your dreams.

                                                                      35. Don’t mistake silence for weakness. Smart people don’t plan big moves out loud.

                                                                        36. Simplicity is the ultimate sophistication.

                                                                          37. Obsessed is the word the lazy use to describe dedicated.

                                                                            38. You become who you spend your time with.

                                                                              39. Be stubborn about your goals and flexible about your methods.

                                                                                40. Hard work beats talent when talent doesn’t work hard.

                                                                                  41. If you don’t build your dreams, someone else will hire you to build theirs.

                                                                                    42. Between stimulus and response is our greatest power –the freedom to choose.

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                                                                                      43. What comes easy won’t last, what lasts won’t come easy.

                                                                                        44. Don’t limit your challenges, challenge your limits.

                                                                                          45. Work until your idols become your rivals.

                                                                                            Quotes about money

                                                                                            46. Formal education will make you a living. Self-education will make you a fortune.

                                                                                              47. I create new enemies every day, it’s called business.

                                                                                                48. When you have a Million Dollar vision, don’t surround yourself with 1 cent minds.

                                                                                                  49. You can’t get rich thinking poor.

                                                                                                    50. Doing what is comfortable is rarely profitable.

                                                                                                      51. If you can count your money, work harder.

                                                                                                        If you find yourself feeling lost and frustrated, it’s never too late to change things up. Check out this guide:

                                                                                                        How to Start Over and Reboot Your Life When It Seems Too Late

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