The provenance of the music marketing project
At Sony Music one of our biggest
challenges has been to find new ways
of connecting our artists with the widest
Although we believe that developing meaningful partnerships with brands is a
powerful way of creating this connection, we are aware that we haven’t always
planned and executed these partnerships as well as we could.
To address this, we designed a project with the following aims:
– Discover how music is perceived as a marketing tool.
– Understand what music means to consumers.
– Define what makes good and effective music marketing for different parts
of the market.
– Integrate the results into the tools and creative processes we use at Sony Music
to connect artists with audiences through partnerships.
At Sony Music we use a tool called the
Cone to understand the UK music market.
It splits up the UK population into 4 groups who have different degrees of passion
and engagement with music.
Our knowledge and expertise around these groups allows us to understand which artists, brands and the type
of music marketing activity that fits best with which of the four groups.
A 3 Stage Methodology formed the
basis of the Project
Stage 1 Stage 2 Stage 3
Expert Qualitative Quantitative
Interviews Exploration Validation
What Interviews with industry experts 22 paired depth interviews with An in-depth nationally
to understand the marketing consumers from across the representative online survey of
context and the past, present Sony Music Cone representing 1,018 adults 15+ to validate
and future role of music in the the whole UK music market. our insights.
When September 2009 September 2009 November 2009
A new era of communications
The communications model is fundamentally shifting. The push model of interrupting
the lives of consumers to communicate with them has given way to the pull model of
engaging and conversing with them.
MASS MEDIA CONVERSATION
MESSAGING SOCIAL MEDIA CONTENT
Music Marketing exists at the heart of this change.
Connecting with consumers “Music used to be used to set the scene
through their passions is in advertising, now it’s much more about
the most powerful way to creating engagement with consumers”
engage with them.
– CEO, Brand Entertainment Agency
What do we mean by music marketing?
Any informed use of music by brands
that helps attract, engage, influence
and reward consumers.
From priority ticketing, ambassadors, on-pack promotions and downloads,
to sponsorship, content, product placement and live events
1 MUSIC IS
INSIGHT 1 – Music is the UK’s number 1 passion
UK Consumers are more passionate
about music than any other form of
entertainment, interest or lifestyle pursuit.
No other entertainment/interest/ lifestyle pursuit can evoke as wide a range of
emotions as music. Most commonly used as mood enhancer, music selection
often reflects mood but consumers can also use it to create a particular mood.
Music is also associated with some of the deepest emotions. It can trigger
extreme joy or sadness, nostalgic reflections and lead to an almost spiritual
connection between music and consumers.
Hobbies and Interests that UK adults are “passionate about”
“It’s different. With sports
39% of UK 39% LISTENING TO MUSIC
it’s something I enjoy.
adults claim 32% READING BOOKS
With music it’s something
to be be that I depend upon and
“passionate” 28% SURFING THE INTERNET
rely upon it. It’s more of
about music 25% TRAVELING a need” Enthusiast / Male / 31 / London
2 MUSIC CAN BE
ONE OF THE MOST
EFFECTIVE WAYS OF
INSIGHT 2 – Music can be one of the most effective ways of connecting with and engaging consumers
Music is amongst the most persuasive
Consumers see it as being great at:
1. Providing information about a brand. 2. Feeling positive towards a brand.
3. Increasing likelihood of purchase. 4. Increasing likelihood to talk about a brand
Impact of Marketing Activity
TV advertisements 45.7%
Impartial reviews from other consumers, experts or journalists 41.0%
Sponsorship of music artists or music events 30.9%
For Fanatical music
Sponsorship of your favourite TV shows 27.8% fans sponsorship
Information provided on a company’s own web site 27.0% of music artists or
Newspaper advertisements 24.2% music events is the
best marketing activity
Advertisements you see in stores when you are out shopping 24.1% for feeling positive
Sponsorship of sports teams or sports events 23.5% towards a brand.
Poster advertisements you see whilst out & about 23.0%
Radio advertisements 23.0%
“I still think of it as Leeds Carling weekend. I’m a fan of Fosters and 4% Stella. But for some reason I took Carling
to Leeds (even though it was no longer sponsored by them). It just felt right.” Fanatic / Male / 22 / Manchester
3 WHEN USED
IS A POWERFUL
INSIGHT 3 – When used tactically, music is a powerful sales driver and customer retention tool
Music based offers and promotions are
seen as valuable and unique in the eyes
of consumers and are likely to elicit a
high response from them.
Promotional Value Map
High value High value
30% Free Music CDs
Low response High response
Valuable & unique Free DVDs
Free Concert Tickets
Likely to respond
Free Merchandise 40%
0% Free Music Downloads
Free Video Games
Low value Free Mobile Ringtones Low value
Low response 0% High response
Kinds of music marketing consumers would like to see between brands
and their favorite artists
“That you get something back. It’s not just us buying
things to make them richer. You know we’re the ones
59% Loyalty Scheme 54% Music in Advertising
58% Freebies and Giveaways 54% Music for Charity
that are keeping them going so they should keep us
55% Classic Albums 48% Competitions happy.” Traditional / Female / 43 / London
Based on question: Please can you select the offers and promotions that would be most valuable and unique to you/you would be most likely to respond to? Axis based on top 2 box scores, money off / BOGOF
excluded from chart.
4 WHEN USED
CAN SERVE A WIDE
RANGE OF LONG
INSIGHT 4 – When used strategically music marketing can serve a wide range of long term objectives
From awareness, to understanding,
consideration and loyalty music has the
ability to drive a full range of marketing
BRAND TYPE OF MM
of the Brit Awards
Branded free form radio
Exchange points from
Trial Promotions products for music
Chance to earn money can’t buy
Loyalty / advocacy Priority Access tickets in exchange for working
on community projects
5 DESPITE ITS
INSIGHT 5 – Despite its potential, music is relatively under-exploited by brands
Current expenditure and awareness of
music marketing bears no resemblance
to consumer passion and makes music
a significant untapped commercial
% OF BUDGETS SPENT ON PROMOTIONS
of total marketing
2008 Advertising Association
Positive Effect on Brand Perception Q: “What examples can you give of brands
Music marketing 3rd most effective activity getting involved in music?”
amongst those aware of it, but only 11th A: “I don’t know I suppose Apple and iTunes..
That’s the only one I can think of”
amongst those who aren’t aware.
Enthusiast / Female / 34 / Birmingham
INSIGHT 6 – Consumers welcome brand involvement in music
Far from being seen as being a sell out
- brand involvement in music is seen as
supporting the industry.
Across all audience segments music based campaigns were given high approval
ratings - but the devil is in the detail for some specific segments.
Brits / Mastercard
approval by Fanatics 72% ORANGE
approval by Enthusiasts
approval by Casuals 72%
approval by Traditionals
Only 8% of consumers strongly On a brand giving money to an artist to make a music video
agree that artists linking up with “I like that because it gives them money to explore in the video. They have
brands is a “sign of selling out”. Even the money to do what they want to do. Hopefully the brand and the music
for Fanatics, this figure is only 15%. come together” Casual / Male / 21 / Manchester
7IS THE KEY
INSIGHT 7 – Segmentation is the key to getting it right
It’s important that music marketing
activity satisfies the differing needs of
FANATICS AND ENTHUSIASTS CASUALS AND TRADITIONALS
Fun Accessible & Simple
Cool, Clever & Cutting Edge
Less precious of music and artists, they
Enjoy high levels of effort & involvement. YOUNGER
will engage in fun activity that requires
The more exclusive the better.
minimal effort and involvement
Respect the Tradition Indulge Me with Nostalgia
Most likely to interact with activity that Not actively involved & see music
demonstrates respect for artists, is subtle as often ‘not for them’ but musical OLDER
in it’s brand involvement and maintains memories are hugely evocative and
an authentic brand/artist relationship are the key to engagement
“It does help with the promotion of it. But sometimes there’s just no relevance to it. It’s like the name is just
there and no one really pays any attention to it. It’s all to do with money isn’t it. They don’t really care about
music itself.” Casual / Male / 17 / London
INSIGHT 7 – Segmentation is the key to getting it right
FANATICS AND ENTHUSIASTS TYPE OF MARKETING CASUALS AND TRADITIONALS
Protectiveness of music means respect Generally more accepting of overt
is generated by subtle involvement
Subtly of Brand Involvement brand involvement
Passion for music means they are Prefer low involvement activity - free
more likely to put effort into activity
Effort Required from Consumer
deals and quick wins
Most respect brands that are innovative Appreciate innovation but comfortable
and cutting edge in their strategies
Innovative Approaches with traditional approaches
Brands must show a real Authenticity of Brand’s
Entertainment factor is more important
understanding of music to earn respect Music Credentials
The music often ‘opens up’ the The brand can ‘open up’ consumers to
brand if it gets the strategy right. Role of the Brand music. The music is still king but the
Music is always King! brand can be the hero
Must reflect more niche/ Should focus on mainstream and
underground tastes in music
Type of Artist popular artists and nostalgia.
8 THERE ARE
THAT ARE TRUE
INSIGHT 8 – There are some universal principles of music marketing that are true across all segments
Cutting edge or mass market music
marketing is expected to entertain,
Traditionals are happy with a bit of fun.
Whist annoying ads can sometimes work, the same leeway isn’t afforded to music marketing.
FANATIC ENTHUSIAST CASUAL TRADITIONAL
TOP Entertaining Entertaining Entertaining Entertaining
CHARACTERISTICS Creative Fun Original Fun
WORST Cringe Worthy Annoying Tacky Annoying
CHARACTERISTICS Annoying Cringe Worth Cringe Worthy Cringe Worthy
And an ethical angle is motivating across segments.
Based on question 23/24: ‘Based on what you have seen of music marketing, how would you describe the kind of music
marketing that works really well/doesn’t work well at all.
INSIGHT 9 – We know where to find your customers
At Sony Music we can use our
proprietary segmentation data to match
segments with categories and brands
Product Purchasing and Brand Usage “Brand X is a brand for me…”
SONY MUSIC'S CONSUMER SEGMENTS IN THE UK
FANATICS ENTHUSIASTS CASUALS TRADITIONALS
POPULATION SIZE = 5M POPULATION SIZE = 11M POPULATION SIZE = 12M POPULATION SIZE = 16M
12% OF TOTAL POPULATION 25% OF TOTAL POPULATION 28% OF TOTAL POPULATION 35% OF TOTAL POPULATION
31% OF TOTAL MUSIC SPEND 32% OF TOTAL MUSIC SPEND 24% OF TOTAL MUSIC SPEND 14% OF TOTAL MUSIC SPEND
ALL INDIVIDUALS THE L.O.L FOOTIE &
YOUNGSTARZ THE INBETWEENERS POP IDOLS
...TOGETHER TRENDANISTAS (LIVING ONLINE) PLAYSTATION
LIVING IT LIVE I’M WITH THE DJ W.A.G.S
WHITE COLLAR CAREER
30–34 RADICALS GIRLS
KEEPING THE MUSIC WAS MY
DREAM ALIVE WASLOVE
35–39 FIRST LOVE ROCK & ROLL
DOMESTIC (YOUNGER) (YOUNGER)
TELL ME DOMESTIC
WHAT’S GOOD GODDESSES
GRUMPY X FACTOR
40–44 (YOUNGER) (YOUNGER)
ROCK & ROLL
TELL ME DOMESTIC GREAT FEELINGS,
WHAT’S GOOD GODDESSES FOOTBALL
55+ (OLDER) (OLDER) (OLDER) (OLDER)
EASY LIKE SUNDAY MORNING
ALL MALE GROUP ALL FEMALE GROUP MIXED GENDER NOT ENOUGH PEOPLE TO SEGMENT
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INSIGHT 10 – Music marketing delivers better ROI
Start with the artist DNA to understand
the artist and their audience.
“Fanfare for the common man”
White Collar Radicals | Age: 25-34 | Gender: 100% Male
Category: Enthusiast | Number in population: 1,214,000
Rock & Roll Football | Age: 30+ | Gender: 100% Male
Category: Casual | Number in population: 4,660,000
Key Insights – Love football, gaming , gadgets & notice
INSIGHT 10 – Music marketing delivers better ROI
The Campaign – The creation of bespoke
creative that engages the audience
YouTube views in the first 8
Main film: 820,000 views
Making of: 40,000 views
Estimated Media Value –
£500,000+ of UK TV value. Plus
significant editorial exposure
in influential titles such as
Wired, Engadget, Gizmodo,
Nuts Magazine and Guardian
Age ranges for both genders Genders for all age groups
18-24 Male 84%
65+ Female 16%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
There’s no better The Company –
partner than Sony direct access to artists.
The Team – Delivering The Insight –
expertise, professional available to partners
service and ease. to understand and
optimise their music
for their customers.