How you execute a music program is what separates the hits from the flops. As a follow up to my earlier post about why you should do a music program, today I’m sharing three ideas about how brands can work with musicians to create successful partnerships.Read More
In light of last month’s announcement that the Red Bull Music Academy decided to shut down, I thought I’d take a minute to reflect on the program, why I think it was special, and the lessons brands can take from the 20 years of success the program had.
1 – Support the Arts, Not Just the Artist – Red Bull’s far-reaching program included lectures, radio programs, studios and most of all, supporting the careers of young artists around the world. Although it’s true it’s challenging to measure the marketing return on endeavors like this, in running the RBMA, Red Bull achieved the Holy Grail of marketing – transcending metrics and becoming globally known as a company that championed music, and the artists that make music. Red Bull became synonymous not just with an artist, but with what’s new in music.Read More