Music and art as tools for
country branding
Maria Gergova-Bengtsson
Istanbul, January 2014
Content
• Country image is based on…?
• Art and culture – country branding tools
• Music as part of art and culture brandi...
Country image is based on…
Country image is based on:
•
•
•
•
•

Value system
Quality of life
Good for business
Heritage and culture
Tourism
What does each mean?
• Value system:
– Political freedom
– Environmental
friendliness
– Stable legal
environment
– Toleran...
What does each mean?
• Good for business:
– Investment climate
– Advanced technology
– Regulatory
environment
– Skilled wo...
Hard to influence
• All mentioned above
depend largely to the
government and the
politics of a country and
can not be
infl...
Art and culture – country branding tools
Easier to use as reputation tool is:
• Culture and heritage:
– History
– Art and culture
– Authenticity
– Natural beauty
Why culture and art?
 Culture and art are universal languages
 Culture and art are personal choices/taste
 Culture and ...
Test
Test
Test
Test
Music as part of art and culture branding tools
Why music?
Important
Everywhere

Engaging

Emotion

Music is

Listened/
Enjoyed

Without
borders

Vast
Emotive
Music is everywhere
• 97% of people in the world LOVE/LIKE music
(research of Frukt Communications)
• Insight: Music is al...
Music is important
• Music is ranked as more difficult to live without in
peoples’ everyday lives than sports, movies and
...
Music is listened/enjoyed in many
ways:
• Passively or actively
• Independently or socially
• Expressively or receptively
...
No borders for music

Experiential, online, mobile and social
media channels emerged
over the last few years and music tra...
Music is emotive
• It makes people do things
• It brings people together – physically and
emotionally
• Online music is th...
Music is vast
• Music is vast in:





Its depth and breadth of content
Genres and styles
And is constantly expanding ...
Music/Emotion
• Music creates big amount of emotional
value
•
•
•
•

Music is the jogging soundtrack
The roar of a crowd
A...
Music is engaging
• Music encourages engagement.
• Beats, words and sounds arouse energy, emotions.
• More than half of th...
Music branding
‘We know what our country brand looks like.
But we have no idea what our country brand
sounds like?’
Music branding
• Music branding is communication through emotions.
• Music engages people in conversation and creates
memo...
Case study
Eurovision
• Great example to get a feeling what a country sounds
like.
A Ministry of Culture
spokesman of Belarus
said:
The case of Ukraine
•
•
•
•
•

The 2004 Eurovision Song Contest hosted in Istanbul, Turkey, was
won by Ukraine.
Singer Rus...
Ruslana/Ukrain/2004 winner
Conclusion
• Music has a great potential for positive
country branding, still not exploited
enough.
Thank you!
Music and art as tools for country branding
Music and art as tools for country branding
Music and art as tools for country branding
Music and art as tools for country branding
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Music and art as tools for country branding

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Music has a great potential for positive country branding, still not exploited enough.
Music branding as such offers a strategic way to reach audiences in ways that traditional communication can’t.
Music provides the spark for people to socialise, energise and organise.
Music is ranked as more difficult to live without in peoples’ everyday lives than sports, movies and newspapers. Music also beats TV, radio, arts and literature. Only Internet and mobile phones are ranked higher.

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Music and art as tools for country branding

  1. 1. Music and art as tools for country branding Maria Gergova-Bengtsson Istanbul, January 2014
  2. 2. Content • Country image is based on…? • Art and culture – country branding tools • Music as part of art and culture branding tools – Test it! – Music is … (key insights) – Music branding • Case study – Eurovision
  3. 3. Country image is based on…
  4. 4. Country image is based on: • • • • • Value system Quality of life Good for business Heritage and culture Tourism
  5. 5. What does each mean? • Value system: – Political freedom – Environmental friendliness – Stable legal environment – Tolerance – Freedom of speech • Quality of life: – – – – – – Education Healthcare Standard of living Safety Job opportunity Most likely to live in
  6. 6. What does each mean? • Good for business: – Investment climate – Advanced technology – Regulatory environment – Skilled workforce • Tourism: – Value for money – Attractions – Resort and lodging options – Food
  7. 7. Hard to influence • All mentioned above depend largely to the government and the politics of a country and can not be influenced/changed easily through communication.
  8. 8. Art and culture – country branding tools
  9. 9. Easier to use as reputation tool is: • Culture and heritage: – History – Art and culture – Authenticity – Natural beauty
  10. 10. Why culture and art?  Culture and art are universal languages  Culture and art are personal choices/taste  Culture and art generate positive news  Culture and art create positive attitude/feelings  Culture and art create emotional bond with the audience  Culture and art are more accessible and easier to involve great amount of people – both for creating it and enjoying it.
  11. 11. Test
  12. 12. Test
  13. 13. Test
  14. 14. Test
  15. 15. Music as part of art and culture branding tools
  16. 16. Why music?
  17. 17. Important Everywhere Engaging Emotion Music is Listened/ Enjoyed Without borders Vast Emotive
  18. 18. Music is everywhere • 97% of people in the world LOVE/LIKE music (research of Frukt Communications) • Insight: Music is almost universal social currency
  19. 19. Music is important • Music is ranked as more difficult to live without in peoples’ everyday lives than sports, movies and newspapers. Music also beats TV, radio, arts and literature. Only Internet and mobile phones are ranked higher. • More than 6 out of 10 further say that music is important or very important to them in their lives. As for 16-24 year olds, that figure rises to 74%. * Soundslikebranding study
  20. 20. Music is listened/enjoyed in many ways: • Passively or actively • Independently or socially • Expressively or receptively Also: • Physical • Digital • Live • On air
  21. 21. No borders for music Experiential, online, mobile and social media channels emerged over the last few years and music travel in real time with no borders.
  22. 22. Music is emotive • It makes people do things • It brings people together – physically and emotionally • Online music is the glue for music lovers communities
  23. 23. Music is vast • Music is vast in:     Its depth and breadth of content Genres and styles And is constantly expanding and changing And is inclusive – there is something there for everyone
  24. 24. Music/Emotion • Music creates big amount of emotional value • • • • Music is the jogging soundtrack The roar of a crowd A trigger for distant memory Shared experience from live gig etc.
  25. 25. Music is engaging • Music encourages engagement. • Beats, words and sounds arouse energy, emotions. • More than half of the online audience go there for music, and roughly 40% embed music into their personal profile in popular social networks like Facebook, MySpace, Last.FM and Twitter. • Music provides the spark for people to socialise, energise and organise. • Music is an engine for social interaction.
  26. 26. Music branding ‘We know what our country brand looks like. But we have no idea what our country brand sounds like?’
  27. 27. Music branding • Music branding is communication through emotions. • Music engages people in conversation and creates memorable experiences. • Music branding as such offers a strategic way to reach audiences in ways that traditional communication can’t.
  28. 28. Case study
  29. 29. Eurovision • Great example to get a feeling what a country sounds like. A Ministry of Culture spokesman of Belarus said:
  30. 30. The case of Ukraine • • • • • The 2004 Eurovision Song Contest hosted in Istanbul, Turkey, was won by Ukraine. Singer Ruslana and a set of long haired dancers, all dressed in bearskins and leather, sang and danced their way to the top. Their song “Wild Dances” was the first win for Ukraine The performance was based on traditions, clothing and music of the Hutsul-people from the Carpathian region of Western Ukraine122 It was remarkably exotic in its representation of Ukraine, mixing modern-day music with age old Hutsul dancing styles, exotic outfits and traditional musical instruments, such as the Surma horn. Interestingly, this was not just a coincidental idea of the writers and artists of the song. It was part of a deliberate marketing strategy to brand Ukraine, selected by the Ukrainian PR and government relations firm CFC Consulting
  31. 31. Ruslana/Ukrain/2004 winner
  32. 32. Conclusion • Music has a great potential for positive country branding, still not exploited enough.
  33. 33. Thank you!

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