For me, successful branding equates to three words: connect, engage and enlist.
When you are a music artist – you are the brand. To develop a successful music brand, you need fans or brand evangelists. It’s not simply about using free promotional/social tools including Twitter, Facebook and YouTube to spread the word. It is about maximising every impression made between fans and the music product. If the initial music impression is active, then it is more likely to generate the music consumer’s complete attention.
Country music group Lady Antebellum uploaded an audio track of their duet with Maroon 5 titled ‘Out Of Goodbyes’ onto their YouTube account. In the video, they also included the songs lyrics. Why is this relevant?
Lady Antebellum not only increased the likelihood of the potentially transient consumer paying attention to their video by making the music a foreground experience, they also engaged the viewer with lyrics, generating a deeper initial impression. Methods like this are small yet effective ways of prolonging audience attention.
How would you engage your audience with the music product?