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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 December 10, 2019

5 Smart Reasons to Start Journal Writing Today

5 Smart Reasons to Start Journal Writing Today

Here’s the truth: your effectiveness at life is not what it could be. You’re missing out.

Each day passes by and you have nothing to prove that it even happened. Did you achieve something? Go on a date? Have an emotional breakthrough? Who knows?

But what you do know is that you don’t want to make the same mistakes that you’ve made in the past.

Our lives are full of hidden gems of knowledge and insight, and the most recent events in our lives contain the most useful gems of all. Do you know why? It’s simple, those hidden lessons are the most up to date, meaning they have the largest impact on what we’re doing right now.

But the question is, how do you get those lessons? There’s a simple way to do it, and it doesn’t involve time machines:

Journal writing.

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Improved mental clarity, the ability to see our lives in the big picture, as well as serving as a piece of evidence cataloguing every success we’ve ever had; we are provided all of the above and more by doing some journal writing.

Journal writing is a useful and flexible tool to help shed light on achieving your goals.

Here’s 5 smart reasons why you should do journal writing:

1. Journals Help You Have a Better Connection with Your Values, Emotions, and Goals

By journaling about what you believe in, why you believe it, how you feel, and what your goals are, you understand your relationships with these things better. This is because you must sort through the mental clutter and provide details on why you do what you do and feel what you feel.

Consider this:

Perhaps you’ve spent the last year or so working at a job you don’t like. It would be easy to just suck it up and keep working with your head down, going on as if it’s supposed to be normal to not like your job. Nobody else is complaining, so why should you, right?

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But a little journal writing will set things straight for you. You don’t like your job. You feel like it’s robbing you of happiness and satisfaction, and you don’t see yourself better there in the future.

The other workers? Maybe they don’t know, maybe they don’t care. But you do, you know and care enough to do something about it. And you’re capable of fixing this problem because your journal writing allows you to finally be honest with yourself about it.

2. Journals Improve Mental Clarity and Help Improve Your Focus

If there’s one thing journal writing is good for, it’s clearing the mental clutter.

How does it work? Simply, whenever you have a problem and write about it in a journal, you transfer the problem from your head to the paper. This empties the mind, allowing allocation of precious resources to problem-solving rather than problem-storing.

Let’s say you’ve been juggling several tasks at work. You’ve got data entry, testing, e-mails, problems with the boss, and so on—enough to overwhelm you—but as you start journal writing, things become clearer and easier to understand: Data entry can actually wait till Thursday; Bill kindly offered earlier to do my testing; For e-mails, I can check them now; the boss is just upset because Becky called in sick, etc.

You become better able to focus and reason your tasks out, and this is an indispensable and useful skill to have.

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3. Journals Improve Insight and Understanding

As a positive consequence of improving your mental clarity, you become more open to insights you may have missed before. As you write your notes out, you’re essentially having a dialogue with yourself. This draws out insights that you would have missed otherwise; it’s almost as if two people are working together to better understand each other. This kind of insight is only available to the person who has taken the time to connect with and understand themselves in the form of writing.

Once you’ve gotten a few entries written down, new insights can be gleaned from reading over them. What themes do you see in your life? Do you keep switching goals halfway through? Are you constantly dating the same type of people who aren’t good for you? Have you slowly but surely pushed people out of your life for fear of being hurt?

All of these questions can be answered by simply self-reflecting, but you can only discover the answers if you’ve captured them in writing. These questions are going to be tough to answer without a journal of your actions and experiences.

4. Journals Track Your Overall Development

Life happens, and it can happen fast. Sometimes we don’t take the time to stop and look around at what’s happening to us at each moment. We don’t get to see the step-by-step progress that we’re making in our own lives. So what happens? One day it’s the future, and you have no idea how you’ve gotten there.

Journal writing allows you to see how you’ve changed over time, so you can see where you did things right, and you can see where you took a misstep and fell.

The great thing about journals is that you’ll know what that misstep was, and you can make sure it doesn’t happen again—all because you made sure to log it, allowing yourself to learn from your mistakes.

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5. Journals Facilitate Personal Growth

The best thing about journal writing is that no matter what you end up writing about, it’s hard to not grow from it. You can’t just look at a past entry in which you acted shamefully and say “that was dumb, anyway!” No, we say “I will never make a dumb choice like that again!”

It’s impossible not to grow when it comes to journal writing. That’s what makes journal writing such a powerful tool, whether it’s about achieving goals, becoming a better person, or just general personal-development. No matter what you use it for, you’ll eventually see yourself growing as a person.

Kickstart Journaling

How can journaling best be of use to you? To vent your emotions? To help achieve your goals? To help clear your mind? What do you think makes journaling such a useful life skill?

Know the answer? Then it’s about time you reap the benefits of journal writing and start putting pen to paper.

Here’s what you can do to start journaling:

Featured photo credit: Jealous Weekends via unsplash.com

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