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Music As A Marketing Tool Focused On Millennials

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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 January 5, 2022

How to Deal With Anger (The Ultimate Anger Management Guide)

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How to Deal With Anger (The Ultimate Anger Management Guide)

We all lose our temper from time to time, and expressing anger is actually a healthy thing to do in our relationships with others. Expressing our differences in opinion allows us to have healthy conflict and many times come to an agreement or understanding that works for everyone. However, there are times when anger can become overwhelming or damaging, and during these times, it’s important to learn how to deal with anger.

Expressing anger inappropriately can be harmful to relationships, both personal and professional. You may express too much anger, too often, or at times that are only going to make things worse, not better. In this article we will look at anger management techniques that will help you better control your emotions.

Let’s take a deeper look at how to deal with anger.

Expressing Anger

Anger is a natural and normal part of almost any relationship. This includes relationships with your significant other, kids, boss, friends, family, etc. Anger provides us with valuable information if we are willing to listen to it. It clues us in to areas where we disagree with others and things that need to be changed or altered.

Unhealthy Ways to Express Anger

Here are some common yet unhealthy ways to express anger that you should avoid:

Being Passive-Aggressive

This is a term many of us are familiar with. Passive-aggressive behavior happens when someone is angry but uses indirect communication to express their anger.

Some of the more common passive-aggressive behaviors include the silent treatment, making comments about someone behind their back, being grumpy, moody, or pouting, or simply not doing tasks or assignments that they should.

This is a passive-aggressive person’s way of showing their anger. It’s not very productive but extremely common.

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Poorly-Timed

Some people get overwhelmed and express anger in a situation where it can’t really do any good.

An example would be getting angry at one person in front of a crowd of people. All that does is make people uncomfortable and shuts them down. It’s not a healthy way to express anger or disagreement with someone.

Ongoing Anger

Being angry all the time is most often a symptom of something else. It’s healthy and normal to express anger when you disagree with someone. However, if someone is angry most of the time and always seems to be expressing their anger to everyone around them, this won’t serve them well.

Over time, people will start to avoid this person and have as little contact as possible. The reason being is no one likes being around someone who is angry all the time; it’s a no-win situation.

Healthy Ways to Express Anger

What about the healthy ways[1] to adapt? When learning how to deal with anger, here are some healthy ways to get you started.

Being Honest

Express your anger or disagreement honestly. Be truthful about what it is that is making you angry. Sometimes this will entail walking away and thinking about it for a bit before you respond.

Don’t say you’re mad at something someone did or said when it’s really something else that upset you.

Being Direct

Similar to being honest, being direct is a healthy way to express anger.

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Don’t talk around something that is making you angry. Don’t say that one thing is making you angry when it’s really something else, and don’t stack items on top of each other so you can unload on someone about 10 different things 6 months from now.

Be direct and upfront about what is making you angry. Ensure you are expressing your anger to the person who upset you or you are angry at, not to someone else. This is very counterproductive.

Being Timely

When something makes you angry, it’s much better to express it in a timely manner. Don’t keep it bottled up inside of you, as that’s only going to do more harm than good.

Think of the marriages that seem to go up in flames out of nowhere when the reality is someone kept quiet for years until they hit their breaking point.

Expressing anger as it occurs is a much healthier way of using anger to help us guide our relationships in the moment.

How to Deal With Anger

If you feel angry, how should you deal with it right at that moment?

1. Slow Down

From time to time, I receive an email at work that makes me so angry that steam is probably pouring out of my ears.

In my less restrained moments, I have been known to fire off a quick response, and that typically has ended about as well as you might imagine.

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When I actually walk away from my computer and go do something else for a while, I am able to calm down and think more rationally. After that happens, I am able to respond in a more appropriate and productive manner. Doing things that helps you learn how to release anger can make an uncomfortable situation more manageable before it gets out of hand.

2. Focus on the “I”

Remember that you are the one that’s upset. Don’t accuse people of making you upset because, in the end, it’s your response to what someone did that really triggered your anger. You don’t want to place blame by saying something like “Why don’t you ever put away your dishes?” Say something more like “Having dirty dishes laying on the counter upsets me—can you work with me to come to a solution?”

When you are accusatory towards someone, all that does is increase the tension. This doesn’t usually do anything except make your anger rise higher.

3. Work out

When learning how to deal with anger, exercise is a great outlet. If something happens that angers you, see if you have the opportunity to burn off some of the anger.

Being able to hit the gym to get a hard workout in is great. If this isn’t an option, see if you can go for a run or a bike ride. If you are at work when you become angry and the weather permits, at least go outside for a brisk walk.

Besides working some of your anger out through exercise, this also helps to give your mind a chance to work through some ways to address what it is that upset you.

4. Seek Help When Needed

There are times when we could all use some help. Life can be stressful and overwhelming. It’s perfectly fine to seek some help from a mental health professional if it will help you get back to a healthy balance.If you find that you are angry all the time, it might be a good idea to go talk to an expert about learning to control intense emotions. They can give you some sound advice and ideas on how to get your anger to a more manageable and healthy level.

5. Practice Relaxation

We all seem to lead incredibly busy lives, and that’s a good thing if we are loving the life we are living. That being said, it is very beneficial to our physical and mental well-being to take time out for relaxation.

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That can mean spending time doing things that help us calm down and relax, like being around people we enjoy, practicing deep breathing or listening to music. It could be making time for things that help bring us balance like a healthy diet and physical activity.

Many people incorporate techniques such as yoga and meditation to calm their minds and release tension when learning how to deal with anger. Whatever your choice is, ensure you take time out to relax when warning signs of anger start to bubble up.

6. Laugh

Incorporating humor and laughter on a regular basis will help keep anger in check and help you get over a bad mood and feelings of anger more quickly. This isn’t part of formal anger management techniques, but you’ll be surprised by how well it works. Remember, life is a journey that’s meant to be enjoyed fully along the way through healthy emotion. Make sure you take time to laugh and have fun.Surround yourself with people that like to laugh and enjoy life. Don’t work at a job that just causes you stress, which can lead to anger. Work at something you enjoy doing.

7. Be Grateful

It’s easy to focus on the bad in life and the things that cause us negative emotions. It’s vitally important to remind ourselves of all the wonderful things in life that bring us positive emotions, things that we easily forget because we get caught up in the whirlwind of day to day life.

Take time out each day to remind yourself of a few things you are grateful for in order to help you learn how to release anger and invite in more positive feelings.

Final Thoughts

Life can be overwhelming at times. We seem to have constant pressure to achieve more and to always be on the go or motivated. People we are around and situations we are in can cause stress, anger, and negative emotions. At times, it can seem to be too much, and we get angry and our emotions start to get out of control.

During these times, keep in mind that life is an incredible journey, full of wonder and things that bring you joy. When you find yourself angry more often than is healthy, take time out to remember the good things in life—the things that we seem to forget yet bring us so much positive energy and emotions.

Use some of the tips included here to help with how to deal with anger and better control your emotions.

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More Resources on Anger Management

Featured photo credit: Andre Hunter via unsplash.com

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