What are the modes of music marketing?

Music marketing, simply put, is to use music as a means of marketing, that is, enterprises use the characteristics of the art of music, to enhance communication and exchange with consumers, to meet consumer demand, promote product sales, to achieve the corporate goals of the process. With the intensification of competition, music marketing as a breakthrough visual contact, strengthen brand memory, easy to set off emotional waves to achieve the song of the tool has been increasingly valued by enterprises. For music marketing, summarized in three modes: adaptation. The use of existing music IP from the lyrics of the brand implantation, this is a more ingenious way, the risk factor is low, usually choose a catchy "God song" to open, but because it can not exceed the original song makes the rate of low, the impact of the lasting degree is limited.

Tailor-made. Negotiate with musicians according to the brand characteristics of the creation, with the MV to achieve brand exposure, this difficulty factor is higher, the risk is also high, equivalent to the singer's new film release, the project is huge, the budget is limited, strict examination of the KPI's brand need to be careful to choose. Fetishism. Discovered a good work directly negotiate to become the theme song of the advertisement, this move seems to be "accomplished", but according to the past situation, due to the song and the brand fit is not high and the strength of the communication can not cover the strength of the music, the music degree of popularity and acclaim is basically unrelated to the brand. Music and consumer construction *** Ming model, "*** Ming model" (ResonanceModel) is by the United States advertising theory experts T. Schwartz in the 1970s. That is, successful brand advertising must be with the target audience (consumers) to produce a **** song, advertising allows consumers (audience) to evoke and stimulate their deepest memories, resulting in unforgettable experience and feelings, while advertising also gives the brand specific connotation and symbolism and establish empathy association in the minds of consumers. Music marketing can do exactly this, because the influence of music is subconscious, difficult to block and eliminate, and can stimulate emotional associations, can and emotional memory will produce **** song. If the consumer subjectively does not produce the desire to see a certain product, then he must not see. But they will still unconsciously hear.