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Weekly Dispatch February 17, 2015

Carlos Diaz February 17, 2015 Weekly Dispatch No Comments

This is a weekly digest of the top news at the intersection of the music industry, brand marketing and commerce courtesy of Carlos Diaz & Music Audience Exchange.

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Target turns a Grammys ad into a surprise concert- “We had this idea that was very bold & very simple,” said William White, VP Marketing. Target has sponsored the Grammys for the last 15 years with traditional ads. “What do fans want when they’re watching the music awards? More music performances.” The spot contained the hashtag #moremusic & is promoting the release of Target’s exclusive edition of the band’s upcoming album “Smoke & Mirrors”. The goal, White said, is to put fans “closer to the artist in ways that they otherwise wouldn’t be able to do”. By Advertising Age: Link

Millennial marketing push for the Jeep Renegade- Jeep’s Renegade SUV is going after millennials with a marketing campaign on TV & social media. Jeep is partnering with NBC & asking viewers to share photos on Twitter & Instagram that represent the “Renegade Spirit”. Three contributors will be selected to attend the iHeartRadio Music Awards in LA. “We know that our millennial audience looks to multiple engagement platforms for their consumption to include television, music & social media channels, to discover what’s new & share this content. Through this partnership, we’re able to offer this group the opportunity to learn more about our vehicle through channels in which they are familiar,” said Kim Adams House, head of Jeep brand advertising. By Automotive News: Link

Fiat’s ‘never done before’ campaign with Dynamo- “One of the major touch points was the digital touch point. It’s not only about being strong in experiential marketing but to also bring [it] to the digital environment & make it global,” said Carlo Calpo, head of brand marketing and communication at FIAT. By Marketing Magazine: Link

Experiential advertising & how it’s changing marketing- Brands are beginning to shift their marketing budgets towards experiences that make an emotional connection with consumers.  An example is this year’s Bud Light Super Bowl XLIX event where they constructed a ‘House of Whatever’. By Econsultancy: Link

Beats is successfully connecting the stories of sports with the emotion of music- “We get a lot of artists coming to our office & they play us music before they even play it for the labels because they want to make cool videos & content, but labels don’t have that budget. They’re playing us their new album, giving us unreleased music, & we’re becoming that place where athletes & artists are coming to first to make cool things. The key to Beats brand identity is truth & authenticity,” said Omar Johnson, Beats CMO. By Fast Company: Link

Brands & pop music work for marketers- Music that connects with audiences can have a big impact on advertising. A Nielsen study evaluated the top ads featuring popular songs. By Nielsen: Link

Brands are connecting with YouTube stars- Grapevine has obtained seed money to help brands generate social buzz by collaborating with video site’s stars. The YouTube marketing software looks to make a connection with the brand & its video creator. By BostInno: Link

Study on mobile ads & millennial moms- Millennial moms in four countries, including the US, favor ads with a money-saving incentive. The ad must be native & contain high-quality content.  In addition 54% of American moms said they would have a positive perception of the brand. By Adweek: Link

What brands can learn about millennial women- Increasingly brands are attempting to create meaningful content in a world where media like native advertising is constantly evolving. Adweek details some guidelines for content & consumption by honoring some of the most successful native advertising partners. By Adweek: Link

Millennials are changing the way auto dealerships sell cars- “A new Deloitte study found that the typical millennial car buyer cares three times more about the customer & buying experience than the actual design of the car.” By The Globe and Mail: Link

Twitter & Google are partnering again- There’s little doubt that Twitter’s plan is to see its content in Google searches. Once this happens they will be on the Twitter’s Instant Timeline which could eventually serve relevant tweets. The hope is that the content will increase Twitter’s users. By Mashable: Link


For Artists

Managing a crisis effectively in order to save your music brand- The saying “all publicity is good publicity” is not true. A band must be prepared to deal immediately with mistakes, rumors, or issues that can damage the bands image. By Hypebot: Link


Music Industry

Drake secretly releases his new album- Drake just released his newest mixtape after a cryptic message on Instagram. There is a consistent progression of music superstars using social media & the ‘secret album’ model to release music. Drake fans have been rushing to iTunes & Soundcloud to confirm if this is really his long awaited, “Views from the 6″ album. By NBC News: Link

Taylor Swift’s “Style” music video teaser- Last week Swift released a short clip from her upcoming “Style” music video on Instagram. By The Hollywood Reporter: Link

Madonna releases her new music video on Snapchat- Madonna is releasing a music video for her new album, Rebel Heart, on Snapchat. Madonna hopes to attract a younger crowd since Snapchat allow artists to reach teenagers directly. By Tech Cocktail: Link

Kickstarter backed albums that won Grammys- Kickstarter funded projects were awarded Best Roots Gospel Album (Mike Farris’ Shine All the People) & Best Regional Roots Album (Jo-El Sennier’s The Legacy). By Mashable: Link

Sony Music renews its deal with DEL Records- “Indie Mexican music label DEL Records has renewed its agreement with Sony Music to release & market the recordings of Mexican maverick chart-topper Gerardo Ortiz.” By Billboard: Link

One Direction’s two day ‘Teen Party’ on Spotify- The boy band is taking over Spotify’s popular playlists with a two day long promotion. One Direction will be in charge of Spotify’s Teen Party playlist & fans have been promised “the boys’ own personal song choices, exclusive shout-outs & some big surprises”. Labels are increasingly focused on getting their new music on popular playlists. By Music Ally: Link

Eddie Van Halen’s interview on music- Van Halen’s family immigrated to CA in 1962 & his father, a musician, also worked as a janitor. Many people think Eddie & his brother Alex were just born rock stars but that isn’t the case, according to Van Halen. By Yahoo: Link

Warner Music’s Q1 2015 results- In the first quarter WMG grew total revenue by 7% & digital revenue by 14%. “In the U.S. according to Nielsen/SoundScan, album equivalent unit sales including physical downloads & streaming declined 2%. This decline was due in part to a 15% drop in CD unit sales. We were encouraged that total digital album equivalent units grew nearly 4% with a 54% increase in streaming more than compensating for a 12% decline in downloads,” said Stephen Cooper, CEO. By Seeking Alpha: Link

If you’re young music isn’t a distraction- Different people have different views on whether playing music in the background is disruptive: By NYMag: Link


Music Law & Legislation

YouTube network Machinima sues backing music firm Freeplay- “YouTube’s multi-channel network Machinima filed a federal lawsuit on Monday alleging that licensing company Freeplay Music is fleecing its roster of content-creators. The suit claims that Freeplay, which licenses mostly background music, is hooking consumers with so-called “free” music & then returning with a hefty bill & threats of litigation. It amounts to a “shakedown,” the complaint alleges.” By Billboard: Link


Music Technology

Beats music integration & Apple’s goal to ‘be the music business’- Apple wants to “be the music business, it’s not to compete with Spotify,” said an unnamed insider source. Apple is actively negotiating behind-the-scenes with record labels. In addition CEO Tim Cook & executives attended the Grammys. It’s also rumored that Apple is debating pricing for its upcoming subscription music service. The iPhone maker reportedly believes it can leverage its existing iTunes & App Store customers from which it has 800 million active credit card numbers. By Appleinsider: Link

Pandora has a disappointing earnings call- Pandora shares fell as it announced its fourth quarter & revenue outlook. Although the results were weaker than expected, the service increased its number of users. Total listener hours rose 15% to 5.2 billion in the 4th quarter. Users rose 7% to 81.5 million. By Fox: Link

Apple hypes iPad as a music creation tool- Apple has released a new iPad TV spot featuring Swedish recording artist Elliphant, as well as, new music creation apps. The new spot shows Elliphant writing her song “All or Nothing” on an iPad. The tablet then assists in recording, production, live performance & documentation by using GarageBand & other third party apps. By Appleinsider: Link

‘Netflix for concerts’ service & Austin music venues- “A new service that bills itself as the Netflix of the concert industry is giving Austin music venues a new channel to market events & bring customers through the door. The service, which launched last summer & spread into Austin late in 2014, lets concertgoers pay $25 per month in exchange for free access to a selection of shows from participating venues.” Austin Business Journal: Link

Apple acquires Semetric to strengthen Beats- Apple has purchased the London-based music analytics company. The acquisition looks to support Apple’s streaming music service, Beats, which plans to re-launch this year. Semetric’s main product is Musicmetric software which offers data analysis on artists by pulling data from social media, video sites, audio sharing sites, blogs, & other sources. By Mashable: Link

Carlos Diaz

Carlos Diaz

Carlos is Chief Revenue Officer at Music Audience Exchange. Previously, Carlos built and operated large sales organizations for marketing and technology companies including ReachLocal, Neustar and Hibu.
Carlos Diaz

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