Extra Credit Blog
The article discusses the Coachella music festival which is taking the World and brands by storm this year. Instead of focusing on showing the brand at the venue, with high costs, noise, and market saturation, the writer suggests looking at a two way partnership with artists who spend a lot of time on the road and potential of organic startup. The article claims that brands need to find out how they can fill the void and boredom artists face on the road for them to naturally use their brands on a daily basis; it is a two way partnership. For this brand-band development the article suggests to be authentic and challenge your band. Bands and musicians are talented and creative, go big or go home! They suggest using data to make sure you partner the right brand and products to the right audience, and using the brand to help solve the bands problems. The example they use is how Kodak is relaunching its vintage camera in a new movie and using the actor, Damien Jurado, to help boost sales.
I thought this article was a neat way to look at brand sponsorships. I think Coachella is slowly becoming fake and loosing its authenticity, similar to the way I fell about Ultra music festival. I think there is a lot of room for brand to bond with artists and musicians. I am actually amazed there isn’t more of this already going on. I think it would be cool to see what consumers think when it comes to which brand and band pair well together.