12 Feb 10

Bands, Brands, Nietzsche

by Andrew Niven, Brand Content Manager

“Without music life would be a mistake”. So said Friedrich Nietzsche and the advertising world has long taken the German philosopher and classical philologist at his word. Despite being one of the first people in the world ever to use a typewriter (in 1881 !) it’s doubtful whether even the prescient Friedrich would recognise the uses to which music is being employed today.
In the US Heineken recently rolled out its Playlist Challenge game to keep digital revelers partying. The idea of the app is to get players mixing the perfect menu of songs from up-and-coming indie artists to keep the on-screen video crowd stepping along. “The crowd will react either positively or negatively to each track selection and the party will either go off, or be a dud. It’s all up to the consumer,” they claim. 

Not content with just using up-and-coming bands two companies have gone in search of their own. MTV Networks and Subway have launched a programme, ‘Subway Fresh Buzz’, highlighting new multimedia talent from the US. The centerpiece of the campaign is the SubwayFreshrBuzz, a destination featuring profiles and performances from 20 emerging artists, comedians and musicians. MTVN is also distributing the content across its network of websites and via social media platforms.
Across the Pacific the General Pants Co is to launching a new record company, Major Label. The Aussie youth clothing retailer says Major Label will be a singles-only outfit offering artists copyright ownership and 100% of revenues of music sales. General Pants plans to get its 700 retail staff operating as talent scouts, street teams and publicists for the label and its acts.
“Major Label is about discovering up and coming hot new Australian acts and throwing them a lifeline,” says Jethro Lyons, brand manager, General Pants. “The programme engages our staff and customers and puts General Pants Co. on the dance floor of the Australian music scene, which is an exciting place to be right now.”

For a fascinating history and insightful overview of the relationship between music and marketing have a look at ‘Bands and Brands, How Music Communicates with People’ at http://www.brandamp.co.uk/bandsandbrands.php. Whilst you’re there try mixing and mashing a few tracks and videos. For as Friedrich said, “We should consider every day lost on which we have not danced at least once.”

Sourced from: brand-e.biz, Brand Amp, ‘On the Genealogy of Morals,’