Music Branding Seminar March 2015

MUSIC BRANDING
& MARKETING
Rasmus Hamann
Adm. Direktør
Stifter

WHO WE ARE
KNOWTHEIRNAME IS DENMARK’S LEADING SPECIALIST IN MUSIC
BRANDING.
TWO DEPARTMENTS, ONE IN DENMARK (AARHUS) AND ONE IN
GERMANY (HAMBURG). INTERNATIONAL PARTNERSHIP WITH FRUKT
(LONDON, NEW YORK, LOS ANGELES, RIO AND MILAN)
WE LOVE BRANDS, MUSIC, BIG IDEAS AND SOLVING PROBLEMS.
WE DON’T LIKE BORING AND NON ENGAGING ADVERTISING.

0% 20% 40% 60% 80% 100%
SOURCE: MEC:access - active engagement
FAMILY 
MONEY
MUSIC
TRAVEL
SPORT
CAREER
COOKING
EDUCATION
GAMING
FASHION
PARTYING
BRANDS
1%
7%
12%
8%
21%
30%
18%
21%
73%
42%
11%
THE IMPORTANCE OF MUSIC
Brands that are connected to the right
music identity has a 96% bigger chance of
being recognised. Music truly add a
dimension to the brand and can tell a
compelling story. still, An estimated 83%
of al marketing communication is limited
to sight alone.

0% 20% 40% 60% 80% 100%
CONSUMER SURVEY ABOUT
MEDIA HABITS, ATTITUDES
AND USE OF SOCIAL MEDIA
Young people:
…have a high rate of sharing material
found on the Internet.
…are strongly represented in social media.
…buys and use brands, which reward
loyalty.
…are comfortable with receiving
advertising on social media.
…think more positively about companies
that sponsor events.
…expect that advertising is entertaining.
…1/3 of young people aged 18-30 are
passionate about and go to festivals.
Source: International CCS Survey 2013 - Benchmark - Nordics

THE AGE OF EMOTIONAL MARKETING
SALE
EMOTIONS DRIVE OUR DECISION MAKING.
EMOTIONS TAKE PLACE OUTSIDE OUR RATIONAL, LOGICAL AWARENESS.
EMOTIONAL ENGAGEMENT INCREASES THE SPEED OF LEARNING,
INCREASES MEMORY RETENTION, AND EVOKES EMOTIONS IN OTHERS.
NOBODY LIKES ADVERTISING
OUR BRAINS ARE ADEPT AT SORTING OUT IRRELEVANT INFORMATION.
CONTRARILY, EMOTIONS APPEAL TO US TROUGH OUR SENSES AND
INFLUENCE OUR DECISION-MAKING PROCESSES.
CONSUMERS CHOSE BRANDS THEY CAN ENGAGE IN, CONNECT TO AND
HAVE FUN WITH
Brands that create an emotional connection to consumers are much stronger
than those that don’t. However, many companies still spend vast amounts of
money on traditional advertising, the success of which is simply to difficult to
predict.
In depth studies of human behavior reveal that emotions drive our decision
making, especially that which takes place outside our rational, logical
awareness. Often, our rational interest in a brand or product is driven by the
desire to achieve a certain emotional response.
For brands to truly succeed today, they must engage in a deeper,
multidimensional attempt to connect with their consumers.
Things have dramatically changed during the past years. Science has
partnered with performance psychology to provide us with stacks of statistics
that all say the same thing: logic does not lead - emotions do! We make
emotional choices. Logic, reason, and data are all used to back up and support
our emotional choices - even in business.
You need clear and engaging communication and everything you do must be
designed to inspire rather than inform. Emotional, content-based marketing
strategically reaches consumers in ways that traditional advertising simply
can’t.

5. MUSIC IS SOMETHING WE ALL LOVE AND USE EVERYDAY
2. MUSIC IS UNIQUE AND EXCLUSIVE.
1. MUSIC CONNECTS TO OUR MEMORY
4. MUSIC IS UNIVERSAL AND WE ALL TALK ABOUT IT.
THE ERA OF “SELLING BY YELLING” IS OVER. WHEN WE TALK ABOUT BRANDING AND MARKETING, MUSIC HAS NEVER BEEN MORE IMPORTANT. COMPANIES
CONSTANTLY SEARCH FOR NEW WAYS, SUCH AS MUSIC BRANDING, TO INCREASE THEIR BRAND EQUITY. HERE ARE 5 REASONS WHY MUSIC IS SO IMPORTANT.
… AND CONSUMERS EXPECT RELEVANT CONTENT
EVERYBODY LOVES MUSIC
We all know what music we like to listen to when we prepare for
work in the morning, or when we cook our favourite food Saturday
evening. Music is indeed an integral part of our everyday, and we all
love and embrace it.
Music does something to us that nothing else does as it
connects to our feelings, senses, interests, and attitudes. A
golden opportunity to create something unique and exclusive.
Concerts, tracks, festivals - Experiences!
Content, content and content.
What’s the soundtrack to your youth?
What is you and your partner’s special song?
What artist helped you through tough times?
How did Gangnam Style become such gigantic a hit?
People around you perceive you through the music you listen to and
share. We love to discuss music with each other. Music is one of the
most shared types of content across all social media channels and
why most of us love to be first-movers on the newest artist or song.
MUSIC APPEALS TO OUR FEELINGS AND EMOTIONS
MUSIC IS ATTITUDINAL AND WE ALL LOVE TO SHARE AND TALK ABOUT IT
MUSIC IS ONE OF THE MOST COMMONLY SHARED THING ON SOCIAL MEDIA
MUSIC CONVERTS CUSTOMERS INTO FANS
✓
✓
✓
✓
3. PEOPLE ‘LIKE’ MUSIC - MUSIC IS COOL!
Artists and festivals have actual fans - hardcore fans.
Imagine your brand having fans rather than customers.
Artists and festivals have reach and specific audiences and they get a
ton of PR.

1. MUSIC CONNECTS TO OUR MEMORY
What’s the soundtrack of your youth?
What is you and your partner’s special song?
What artist helped you through tough times?
Yes, music attaches to our memory because it
speaks to our feelings and emotions. Imagine
how the right music match affects brand recall
and preference!

2. MUSIC IS UNIQUE AND EXCLUSIVE.
Music does something to us that nothing else
does as it connects to our feelings, senses,
interests, and attitudes. A golden opportunity to
create something unique and exclusive.
Concerts, tracks, festivals - Experiences!
Content!

3. PEOPLE ‘LIKE’ MUSIC - MUSIC IS COOL!
Artists and festivals have actual fans - hardcore
fans.
Imagine your brand having fans rather than
customers.
Artists and festivals have reach and specific
audiences and they get a ton of PR.

4. MUSIC IS UNIVERSAL AND WE ALL TALK ABOUT IT.
People around you perceive you through the
music you listen to and share. We love to discuss
music with each other.
Music is one of the most shared types of content
across all social media channels and why most
of us love to be first-movers on the newest artist
or song.

5. MUSIC IS SOMETHING WE ALL LOVE AND USE EVERYDAY
We all know what music we like to listen to when
we prepare for work in the morning, or when we
cook our favourite food Saturday evening.
Music is indeed an integral part of our everyday,
and we all love and embrace it.

Find cases at http://knowtheirname.dk/

Overvejelser:
- Hvilke kanaler skal rammes, TV, digitalt, biograf etc.?
- På hvilke territorier skal reklamen køre, specifikke lande eller hele verden?
- Hvor længe skal reklamen køre? Skal musikken være eksklusiv (kræver højere budget) kun til
denne reklamefilm eller non-eksklusiv, eller kun eksklusiv i forhold til nærmeste konkurrende
brands?
- Skal det pilles ned efterfølgende? (SoMe kan være svært)
- Skal der laves flere versioner af samme reklamefilm?
- Skal der speak på reklamen, så vi evt. skal bruge en instrumental udgave af musikken?
- Bør vi overveje at komponere et nyt stykke musik specifikt til brandet?
- Skal det være et kendt eller ukendt track?
AD MUSIC

Composed Music
Create the perfect music and emotion for the
campaign ‘The Best Time’
CHALLENGE:
In-store, web, social media, cinemas.  PLATFORM:
Ruby & Hamann and Tallman Studio.PARTNERSHIPS:
http://knowtheirname.dk/cases/danski/
BUDGET: 75.000,-

Wrong!
Krav fra Label/Publishing:
240.000, 60.000 pr. impliceret kommune
Fremtidsfabrikken (bureauet) endte med regningen.

See them walking hand in hand across the
bridge at midnight 
Heads turning as the lights flashin' out, it's so
bright 
Then walk right out to the four line track 
There's a camera rollin' on her back, on her
back 
And I sense the rhythm hummin' in a frenzy all
the way down her spine
Girls on film, girls on film 
Girls on film, girls on film
Lipstick cherry all over the lens as she's falling 
In miles of sharp blue water comin' in where
she lies 
The diving man's comin' up for air 
‘
Cause the crowd all love pulling Dolly by the
hair, by the hair 
And she wonders how she ever got here as she
goes under again
(Two minutes later) 
(Got your picture)
Wider baby, smiling, you just made a million
Fuses pumping live, heat twisting out on a wire 
Take one last glimpse into the night 
I'm touching close, I'm holding bright, holding
tight 
Give me shudders in a whisper take me up till
I'm shooting a star
(She's more than a lady)

2. STRATEGIC PARTNERSHIPS
BOOSTING A BRANDS MARKETING EFFORTS.

STRATEGIC PARTNERSHIPS ARE POWERFUL AND ARE EFFECTIVE IN BOOSTING YOUR IMPACT. THE TRUE POWER, HOWEVER, LIES
IN FINDING MEANING AND CREDIBILITY OUTSIDE THE BASIC TRANSACTIONS AND SPONSORSHIPS.
STRATEGIC PARTNERSHIPS
ASPIRE TO A VISION BEYOND BASIC SPONSORSHIPS, CREATE TRUE
VALUE FOR CONSUMERS, AND BOOST YOUR IMPACT.
+Authenticity+New audience
Strategic partnerships helps you amplify your campaign and brand story.
Because of its engaging content and nature, music works as a driving
force for interaction and thus boosts your social impact. Music engages
people and brings them together, which is why it is a great way for
brands to interact with consumers.
The right musical match contributes to an auditory brand identity and
creates positive associations with passionate musicians. In addition,
your brand gains access to new marketing channels. You not only gain
access to the artist’s fans, but also harness positive associations of the
artist’s brand value.
WHAT WE DO
We identify and negotiate with relevant partners such as artists, bands,
music media, festivals, venues, comedians, restaurants and pretty much
every aspect of the entertainment industry. Your media impact is
suddenly multiplied with the number of your partner’s followers.
+Impact +Involvement
+Activation

Create, produce and deliver a major new
component to the global MasterCard Priceless
Cities loyalty campaign that would elevate
MasterCard into a new space within music and
entertainment as well as drive new members.
CHALLENGE:
30% increase in Priceless New York members
64,000,000 Twitter impressions,
11.7m Facebook impressions: 122% above our benchmark
Coverage in 38 major media outlets
RESULTS:
SOLUTION: Secure an exclusive 2 year partnership with Justin
Timberlake to launch the programme. Including
access to him, his album, live shows and other
exclusive content in advance of release. Live show
at the Roseland Ballroom for 3,500 lucky
MasterCard holders, which was the first in a series
of major global activations.

Glaceau vitaminwater is an iconic brand in the States,
but in Europe its awareness needed boosting. The
Olympics were the ideal opportunity to change this. We
were tasked with finding its perfect ambassador –
someone who would appeal to a new audience whilst still
reflecting the core US brand architecture.
CHALLENGE:
20,000,000 impressions worldwide through product
placement
Our TV show, ‘Jessie J’s London brought to you by
Glaceau Vitaminwater’ broadcast by MTV in 33 countries
1 billion combined impressions for all Jessie J activities
RESULTS:
SOLUTION: Colourful, bright, young and strong, Jessie J was the
perfect choice: a hot new talent and the embodiment of
the brand. Having secured and contracted her for global
promotion work, we worked as primary liaison between
management, label and rights holders to activate the
campaign in a two-year artist deal that involved
performances, product placement and an interactive
campaign.

RETAIL MUSIC STRATEGY
DAY-PARTING
A designed soundtrack that match
specific times of the day.
Day-parting accommodates
different energy levels and creates
a flow of energy depending on the
time of day.
COLLECTION & SEASONAL PARTING
The soundtrack changes with the season and
with new collections reflecting the design and
style while paying attention to the trends on
the music scene.
SHAREABLE ARTIST PARTNERSHIP
Get someone cool to do this
season’s soundtrack.

#Overspringer
PAVED THE WAY FOR FUTURE CONVERSATION
In addition to creating great results on the short run, the
initiatives and strategic considerations established a
universe and platform for conversation.
Students and SAXO now co-create a meaningful community
about study life.
GREAT MEDIA COVERAGE AND PR
Partnering with major brands in different industries resulted
in extensive coverage on social channels as well as in
national media.
How do we get 65.000 new students to notice a
book webshop?
CHALLENGE:
Instagram, Facebook, PR, webshop and events PLATFORM:
Tuborg and NorthSide (3rd biggest festival in Denmark).
International DJ, BeSvendsen. 4 Universities and their
Friday bars.
PARTNERSHIPS:
SOLUTION: Themed social media campaign and two strategic
partnerships.
+

SOCIAL MEDIA
ENGAGEMENT
Organic reach
Reach
Social interaction
+690%
+720%
+481%
+500
User Contributions
+150%
Followers
p !
Facebook Instagram

Activate Stylepit’s target group before, during and
after Roskilde Festival 2013.
CHALLENGE:
Live, TV, on tour, web and social media.  PLATFORMS:
Roskilde Festival and Go Go Berlin.PARTNERSHIPS:
SOLUTION: A strategic partnership with DK’s hottest new rock
band.

CASE
How do we get a full house at a grand opening
while connecting the event and social media?
CHALLENGE:
Facebook, outdoor.  PLATFORM:
Professionel photographer and makeupartist.PARTNERSHIPS:
SOLUTION: ‘Everyone is a star’

http://vimeo.com/107232390
SAXO.COM NEEDED TO ACTIVATE THEIR STUDENT CUSTOMERS. INSTEAD OF
TALKING ABOUT BOOKS, THE DISCUSSION WAS ABOUT WHAT WAS RELEVANT
FOR THE STUDENTS: THEIR STUDY LIFE, AND HOW THEY STRUGGLE NOT TO
PROCRASTINATE AND TO KEEP AN ORGANIZED AND SOUND STUDY LIFE.
AN EXAMPLE
2 timer siden
Der er vist en #Overspringer til stede.
.. Husk at deltage i vores #overspringer på Instagram. Hashtag
#overspringer.
122 personer synes godt om dettte.
2
PAVED THE WAY FOR FUTURE CONVERSATION
In addition to creating great results on the short run, the initiatives and
strategic considerations established a universe and platform for
conversation.
Students and SAXO now co-create a meaningful community about study
life.
Saxo.com
GREAT MEDIA COVERAGE AND PR
Partnering with major brands in different industries resulted in
extensive coverage on social channels as well as in national media.
How do we get 65.000 new students to notice a
book webshop?
CHALLENGE:
Instagram, Facebook, PR, webshop and events PLATFORM:
Tuborg and NorthSide (3rd biggest festival in Denmark).
International DJ, BeSvendsen. 4 Universities and their
Friday bars.
PARTNERSHIPS:
SOLUTION: Themed social media campaign and two strategic
partnerships.

authenticity
emotional dimension
content marketing
Differentiate the sub brand Jack & Jones Vintage
Clothing from the main brand.
CHALLENGE:
Webshop, social media, live and on tour PLATFORMS:
Captain Casanova, Ghost of Belle Starr, CeresByenPARTNERSHIPS:
SOLUTION: Content marketing campaign and music videos
with real rock bands instead of image videos with
models.

WHO IS YOUR AUDIENCE AND WHAT DO THEY EXPECT?
1. TARGET GROUP
Who are they? Where are they? What do they like?
What do they hate? Why? What’s their favourite
artist, festival, venue, club? Which platforms do they
favour?
You get the idea…

MAKE THE RIGHT CHOICE - NOT BASED ON THE MARKETING DIRECTORS TASTE!
2. MUSIC DATA
Demographics, image, target audience,
lyrics, territory, past partnerships, good PR,
bad PR, hype, environment, genre, interests,
ticket sales, streaming, social media reach
etc.

DOES IT MATCH YOUR MARKETING GOALS?
3. PLATFORMS
Where is the artist/festival/label strongest?
On stage? On the web? On Facebook,
Snapchat, Instagram, Tumblr or? Where is
the fanbase represented?

MAKE SURE YOU ARE TALKING TO THE RIGHT PERSON.
4. THE MUSIC INDUSTRY IS WEIRD
You have the artist, then you have the label
and the publishing. Alright that’s fine. But
then you have the manager and the booker,
and the actual songwriter and the promoter
and the band and the tourmanager and…

HIRE A PROFESSIONAL.
5. THE LEGAL SIDE
Who owns what? Background check,
copyright law, master rights, publishing
rights, most favored nation, usage rights
versus ownership, exclusive/non-exclusive.

4. THE MUSIC INDUSTRY IS WEIRD1. TARGET GROUP
3. PLATFORMS
2. MUSIC DATA
… WHEN WORKING WITH MUSIC
5 POINTS TO REMEMBER (BRANDS)
Copyright law, master rights, publishing rights, Most Favored Nation,
usage rights versus ownership, exclusive/non-exclusive.
Who are they? Where are they? What do they like? What do they hate?
Why? What’s their favorite artist, festival, venue, club? Which platforms
do they favor?
You get the idea…
Where is the artist/festival/label strongest? On stage? On the web? On
Facebook, Snapchat, Instagram, Tumblr or? Where is the fanbase
represented?
Demographics, image, target audience, lyrics, territory, past
partnerships, good PR, bad PR, hype, environment, genre, interests,
ticket sales, streaming, social media etc.
5. THE LEGAL STUFF
You have the artist, then you have the label and the publishing. Allright
that’s fine. But then you have the manager and the booker, and the
actual songwriter and the promoter and the band and the tourmanager
and… Make sure you’re dealing with the right person.

4. BE CLEVER NOT ANNOYING1. YOUR TARGET GROUP
3. IMAGE
2. MUSIC DATA
… WHEN WORKING WITH COMMERCIAL PARTNERSHIPS
6 POINTS TO REMEMBER (ARTIST)
Get help!
Who are they? Where are they? What do they like? What do they hate?
Why? Which platforms are you strong on?
Will you alienate them?
Is this a perfect fit for your image, can you gain more fans by joining
forces with a brand? Money vs. image.
Demographics, image, target audience, lyrics, territory, past
partnerships, good PR, bad PR, hype, environment, genre, interests,
ticket sales, streaming, social media etc. - Show what you are offering!
5. THE LEGAL STUFF
Don’t oversell yourself and be honest about your sales, view counts,
fanbase etc. What is your strengths and weaknesses.
The right partnership might not involve a lot of money - But it can boost
your career or cover costs.
6. BE CREATIVE
Can you create something new with a brand? Everybody loves good ideas
- And the idea is often the dealbreaker and the thing that makes
everything authentic.

BRANDING WITH ENTERTAINMENT IS JUST GETTING STARTED…
WHAT NOW?
Barter - Something for content.
More brands delivering entertainment.
A lot more artistpartnerships.
Festivals with branded entertainment areas.
Social media focused partnerships.
Video, video and video.

THANK YOU. +45 61375436
RASMUS HAMANN | CEO
CALL US AT
+45 61375436
DENMARK
Østergade 1 4th floor, 8000
Aarhus C
WRITE US AT
RASMUS@KTN.DK
GERMANY
Neuer Kamp 32, 20357  
Hamburg
AWESOME CASES AT
WWW.KTN.DK

Music Branding Seminar March 2015

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