Tena Clark, chief creative officer for DMI Music & Media Solutions, started out the day with a clear view on music branding. "At the heart of every brand is a unique sound," she said. "You've got to work very hard to discover what it is or should be. It's what we call the soundDNA, something that can build emotional connections with the brand. SoundDNA is the answer to the question 'What is the sound of your brand?'"
This idea of "sound branding" was also echoed by Martin Pazzani, CEO-in-residence at Bluestone Capital and former CEO of Elias Arts, who said, "A growing number of marketers are beginning to see the benefits of using audio, the sense of hearing, at a much higher level than ever before. They use music and sound as an integrated, planned, strategic communication tool rather than a lowly production afterthought. These marketers are creating the new discipline of audio brand identity and realizing a new area of competitive advantage."
The issue of branding for artists was another clear theme echoed by many of the panelists, including Umut Özaydinli, global music marketing manager, worldwide sports and entertainment marketing for Coca-Cola, who had this piece of advice for artists: "Everyone must become his own brand manager."
Finally, your very own SFS argued that "artists need to think of themselves as brands; what they stand for, what their values are and what message they want to give," if they are to succeed in partnering with consumer brands.
Anyhow, back to some real work now!
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Mike Tunnicliffe owns Tuna Music LLC, a New York- and London-based management company. Find out more at miketunnicliffe.com.