FRUKT Sessions #004: Brands and Music Manifesto
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Co-founders of FRUKT, Jack Horner and Anthony Ackenhoff, talk through their vision for how brands and music can best collaborate.
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FRUKT Sessions #004: Brands and Music Manifesto
- 1. Jack Horner & Anthony Ackenhoff FRUKT
- 2. WHY WE ARE ALL HERE?
- 3. WE ALL LOVE MUSIC
- 4. nationally representative study 600 consumers sept 2009
- 5. People love/like music 7 % 9
- 6. brand involvement in music as a purchase driver 1 % 3
- 7. music delivering actual purchase preference 2 % 7
- 8. WINNERS (greeno brand involvement from music image)
- 9. WHERE WE ARE 2009
- 10. A PERFECT STORM
- 11. SO MUCH NOISE
- 13. PROXIMITY = COOL
- 14. HELLO TO OUR FUTURE
- 15. The FRUKT Manifesto 2010
- 16. CREATIVITY
- 17. CONVERSATION
- 18. CONTENT
- 19. COLLABORATION
- 20. COMMUNITIES
- 21. THANKS THE FRUKT MANIFESTO IS OUT IN 3 WEEKS
Notas del editor
- Love music.
- Standing near a band doesn’t make you cool. In fact – quite the opposite. Sponsorship is not the end – it’s part of the story. Pourage rights, title sponsorship is not the end game. If you rely on buying rights – you will only end up competing on who can spend the most
- Leaving 2009 Music is loved (the stats bit below) Fans welcome brands more than ever before (with conditions) Industry continues to change (your perfect storm bit) 2. Enter 2010 (your what we expect part) 3 or 4 massive headings with our ideas/predictions for macro trends make them bold and perhaps even contentious to get people talking
- Uniqeness in a crowded market A clear role – that is drawn from your brand Relevant to the Consumer This is COMPLICATED Smart Creativity Informed, consumer aware. Think about needs. How do you reach Uniqueness? - Music IS Creative Music is a creative medium – use their creativity. Patronage. Red Bull reflect the creativity of the participants Converse said they wanted to support creative process and less Pharrell and Santigold write the song they wanted Manifesto: Our creativity will be smart and brave. No one is remembered for being sufficient, we’ll push innovation as far we can.
- Marketing was a long shouted message, billboards – limited channels Challenge is that brands like to talk about themselves People like talking Technology is driving this 99bn texts sent UK last year 1bn messages on facebook in a single day 20% of all tweets mention brands How do brands participate to a point where this is turned into advocacy. Think about conversation in a modern way – not talking to an individual – but understanding how people converse when you’re not there. 67% trust TV ads, 90% people trust peer recommendations Manifesto: We will be part of the conversation, but we will let it flow. We will not seek to control it, but rather seek to understand it.
- Increasing time spent online Reach Only so many people attend events Brand Engagement Content allows fans to go further Not just tracks – the rich media that surrounds the story you are creating Co-creation Allow consumers to create content for you – comment, share, be part of the story Manifesto: We will create layers to explore. They will be rich and enhance our story. We will create it together.
- - Two heads are better than one Can help you reach new audiences - Create new ways of engaging with them Think laterally about partners – not the obvious ones. Work at the relationship – seek out counselling if it’s not working… Build in surprises and keep things excitng Manifesto: We will seek out interesting partners, not only based on their value to us, but on our value to each other.
- Buzzword yes – but it’s true. Since the Cluetrain manifesto 10 years ago Music builds communities, it galvanises passion Existing communities Manifesto: We will embrace the communities we work with. Our intention is not to control a liberated userbase, but a respectful participation with gatherings of people sharing their passions.