What establish another report to the mark

Drives sales continue to decline. Yet, music has never been in vogue with companies. "Brands are most only use it to illustrate advertisements or events without day.". "They are real partnerships with artists because they need to create emotion and find the path to their consumers in different ways," notes Dominique Leguern, Director of Midem in Cannes. The annual meeting of the sector also organized yesterday a session of conferences on the theme "Images and brands".

"Companies see the means both to recruit clients and strengthen their image." And the phenomenon is accelerating. "As the France had delay the Anglo-Saxon countries", note Pascal Nègre, Universal Music France President. The legislation follows. December 15, the Conseil supérieur de l'audiovisuel has indeed transposed European directive authorising product placement in the series and TV movies, but also in the clips.

Objects and events

The music now interferes in all corners of the marketing. Some claws choose Start products related to this universe. Those aimed at young people are of course in advanced. Eastpak has added this season his musical partnerships by signing with the electronic music label Ed Banger. Each bag dressed by the artistic director of the latter contains a special code to download exclusive content. And a European tour accompanied the launch.

For his collection called "Music Collaborations, Converse chose, he names known to a broad public and all ages. After The Who and Pink Floyd, the claw of footwear comes from decline models in the colours of the albums of Metallica and AC/DC. The references of the next season: Blondie and The Clash. But the industrialist does not stop to products. It seeks to experience around music. A month and a half, he hosted at Citadium in Paris a space Converse on Air, with courses for guitar or bass and concerts. What establish another report to the mark.

It is also the runway of the event followed Gap in the United States for forty years. The sign has initiated acoustic concerts at the same time in 700 shops. Not to mention in passing its commercial ambitions with great coupons and reduction pairs of jeans available to artists.

Private concerts

The Organization of concerts or their sponsoring develops. The approach is particularly prized by mobile manufacturers and operators. Being invited to a show gives to the consumer the feeling to be part of privileged. SFR is one of the most active with its sessions private in his studio near the Madeleine at an average rate of an all fifteen days. The last took place last night with québécoise singer heart of Pirate, and 200 customers who received an SMS and withdrawn first place attended. Others could watch it on Vodafone Live or on the Internet Sfrmusic.fr site.

Saturday, it was Ford who engaged the KAwards, in reference to its model Ka, in the NRJ Music Awards presented in Cannes. The constructor, that to capitalize on the operation throughout the year, made double blow. It is barrier to an aura of discoverer of artists since the winner won the production of her album. And it implies the public by involving users in the selection of the finalists.

But the multiplication of initiatives is the question of their suitability to marketing strategies. "Music remains a tool quite new, perceived by companies such as complicated to manage." "This is not because an artist sells many drives or been promoted strong that it is the most able to create a report of collusion with a brand and generate the purchase of its products", view Valérie Chollet, founder of The Matching Room, marketing agency specializing in music and trademarks. Find the good singers is all the more important that the musical universe is particularly segmenting. "Artists are chosen to federate some communities," said Dominique Leguern.

It must also keep in mind the agreement with the DNA of the brand. When, last year, Coca-Cola asked electro Justice group draw Club Coke, its aluminium bobbin in disco, synergy was evident for a reference to the world of the night. Soft-drink claw again could explore this type of track this year.

Choose the good duo

Next March, Grégoire, singer to success of "You me", will be the Ambassador of the League against cancer. Revealed through the Internet My Major Company site, which allows users to produce an artist, "has already shown its ability to gather the French." Choose an artist for his notoriety is not enough. "It must also justify its association with him," says Valérie Chollet.

Labels are they also in order of battle. Universal Music has since 2008 u think!, an agency-Council, which has notably signed last year partnership with Audi. "It must be bilingual to speak the language of the mark within the universe of the artist", said Pascal Nègre. In the structure, teams come as well the music for the advertising world.

The singers also show more receptive. "Their involvement is more profound." "They are more willing to approach", is the Director of Midem. They understood the interest of this additional source of income and the effects in terms of media exposure that they can remove.

Share and other strategies will continue to refine. The operation conducted this fall by Orange foreshadows how music can fit into an overall strategy to otherwise contact the consumer. 5,000 people were given four hours of their time to a voluntary project, only way to obtain a place at a concert at the zenith in Paris. Or how marry attraction for music and social commitment.

Discover 30 examples of artists associated with trademarks on