Brands getting jiggy with music

Consumers want content on demand, the need to include digital music and streaming platforms in the media ecosystem for brands is growing. There is plenty of evidence to suggest music acts as a personal identifier and can create a “halo effect” for brands that associate with it, as it creates an emotional connection with consumers through the music they love.

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Our take

Aligning with digital music platforms can help brands create a deeper connection with their consumers. Musical triggers have been utilised by brands for decades to create instant emotional connections and this holds true today, but the challenge when consumers are curating their own content, is to ensure the content remains relevant and allows the brand permission to engage with consumers.

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