Let me start by pinpointing that, no, this blog is not sponsored by the M&M's candy. Even though I am quite positive that a fraction of you lovely followers will be left craving for a packet of our favourite decadence by the time you get to the end. This blog is about the complex relationship between two of my passions in life: M&M... (Am I pushing it? Sorry but I guess you'll have to work a bit harder to get to where you want!)
Yesterday I went for a glass of Rosé at a pub in London, where I had the greatest pleasure of meeting songwriters and musicians from all the parts of the globe. So much stimulating conversation went on in that tiny place just opposite the main PRS building; some shared their thoughts about the workshop they had just come out of, some exchanged tips and experiences, others reflected on the travelled roads that led them to where they currently are. What I found highly fascinating about this explosion of talent and passion, was the frequent mention of the word Marketing. Not only in terms of the industry but also as a past career.
So there I was thinking I would have to be the listener for the night, until the connection between Music and Marketing started becoming lucidly enticing- too much, I must admit, for me to keep my mouth shut. This revelation, of course, stayed with me throughout the night and I couldn't help but taking these observations to the next level.
In my eyes as a marketeer, the relationship between these two M's, was obvious- music is the product, fans are the target segment, the musician is the brand. But to many musicians such a depiction comes as a cold, stark revelation- almost like a rationalisation of their artistic expression. Blasphemy!
However, the interaction between the two is so intrinsically intertwined that even my initial theory had to be put to the test. I realised that this relationship is not simply an acquaintance, it is so much more. Those few who left marketing to become musicians, said "Marketing wasn't for me", but I beg to differ. Marketing might have not been their life-calling, but the experience gathered was the key component in shaping the way they go about promoting their music- the channels they choose, the strategies they adopt, the segments they address. It is much more than brand awareness and profit-making. It's a lifestyle.
Love it or hate it, in order to succeed in the music industry, one has to strike the fine balance between Music and Marketing. They are equally important. What I found extremely interesting were the views on the subject. Some regarded this as sacred and showed commitment to the concept, others almost reluctantly mentioned the two in the same sentence. So I wonder, is this connection a match made in heaven or is it an evil, yet undeniable necessary, alliance?
Does Marketing commercialise Music? Does it take the artistic out of the creative? Does it mean that what arrives to us, can only be attributed to good Marketing and not talent?
Wow! Deep stuff don't you think?! There's bad news and good news... The bad news is that anything that is backed up by a huge marketing budget will get to us first and will pollute all the channels for as long as money can be squeezed out of it.
BUT! (thank God for the but!) Thanks to New Media, any talented artist can get a huge exposure and share their pot of gold with the rest of the world. So finally, the balance between artistic talent and fame is being restored again. Case in point: Ingrid Michaelson- a name nobody had heard of until her song was chosen to be played on the hit series Grey’s Anatomy after being discovered on MySpace. Cheryl Cole’s “Parachute”? It’s Ingrid’s orignal! The song played on the new Vauxhall Meriva advert? Yes, Ingrid’s as well!
So there you have it, Music and Marketing. Maybe it's because Valentine's Day is coming up, who knows, but in my eyes these two are soulmates- a puzzle-perfect match. It's just like an M&M after all: Colourfully sugar coated on the outside to catch the eye, only to savour the most mouth-watering filling. It takes the perfect combination of both parts to create such a legend!
I apologise if this was a long one, but this actually was just a short summary of all that went through my head- they are my passions after all. Please share your thoughts! I'm very interested! To leave you on a sweet note, here goes nothing... :) (consume responsibly!)
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