The magic of connecting international brands with music
- infofatiproduction
- Nov 4
- 3 min read
Music is a language without borders, transcending cultural and geographical limitations to convey emotions, create atmosphere, and build deep connections with consumers. Whether it's marathons, fashion shows, international exhibitions, or beer festivals and carnivals, music has become an indispensable part of promotional activities for major brands. Below, we will explore how international brands leverage music to enhance the value of their events and build emotional resonance with their audiences.
Why do brands like to connect with music?
Emotional Engagement and Brand Memory: Music can directly touch people's emotions, evoking feelings of joy, excitement, and nostalgia. Brands can leverage the emotional attributes of music to create a deeper brand memory for consumers. For example, a well-known advertising jingle can evoke memories of the brand for years or even decades.
Creating Atmosphere and Immersive Experiences: Whether it's a live jazz band or funk performance, music can quickly transform the atmosphere of a scene, making an event more attractive. Musical performances can transport the audience into an immersive world, transforming brand events from mere advertising into unforgettable entertainment experiences.
Communicating with the younger generation: Music is an important part of youth culture. Through music-related activities or collaborations, such as inviting renowned musicians or bands to perform live, brands can more easily capture the attention of the younger generation and build closer connections with them.
How can music be integrated into brand activities?
1. Marathon: The perfect combination of energy and rhythm
In marathons, music plays a vital role in motivating runners. Many international brands invite live bands or DJs to set up music stations along the course to encourage runners. For example, Nike and Adidas often collaborate with local bands in large marathons, playing upbeat pop or high-energy electronic music to create a vibrant atmosphere.
2. Fashion Shows: An Art Combining Music and Visuals
In fashion shows, music is not merely background noise, but the soul of the entire show's atmosphere. Internationally renowned brands such as Chanel and Louis Vuitton frequently incorporate live bands or famous DJs into their performances.For example, some brands choose sophisticated live jazz bands to add elegance and luxury to their runway shows. Others prefer futuristic electronic music to showcase their innovative and avant-garde image.
3. International Exhibitions: Enhancing Professionalism and Cultural Atmosphere
At international eyewear exhibitions and other high-end trade shows, music is often used to create an atmosphere that blends professionalism and culture. Live jazz performances become a highlight of the exhibition, elevating the overall ambiance of the brand's booth without being overly noisy. Such musical arrangements are common in luxury or boutique brand exhibitions, allowing visitors to appreciate the products while also experiencing the brand's cultural heritage.
4. Beer Festivals and Carnivals: Creating a Joyful and Revelrous Scene
Beer festivals and carnivals are prime examples of the perfect fusion of music and brand. Many beer brands, such as Budweiser and Heineken, set up large stages at these events, inviting funk bands or rock bands to perform live, creating a climax for the event. Live music not only engages participants but also allows brands to become creators of a joyful atmosphere, thereby deepening their connection with consumers.
Case Study: How Music Enhances Brand Value
Coca-Cola's Music Festivals: Coca-Cola has collaborated deeply with music for many years, hosting global music festivals covering a wide range of styles from pop to jazz. They've even launched music-themed advertising campaigns to make the brand image younger and more vibrant.
Heineken's Music Scenes: Heineken sponsors music events in many locations around the world and sets up dedicated music areas for the brand. Through collaborations with local bands, they not only attract a large number of music lovers but also successfully associate the brand image with joy and freedom.
LVMH Fashion Show Music Collaboration: Brands under the LVMH Group frequently invite internationally renowned musicians to perform live during their fashion shows. Such collaborations not only enhance the artistry of the fashion shows but also convey the brand's high-end and unique image to consumers.
Conclusion: Music is an Indispensable Asset for Brands
From marathons to beer festivals, from fashion shows to international exhibitions, music has become an indispensable element in international brand events. Through music, brands can create emotional connections, enhance the atmosphere of events, and deepen audience memory of the brand. In the future, with the further development of technology and musical forms, brand collaborations with music will become more diversified and innovative.
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