Tag Archives: Universal Music

The Power of Artist Branding & Advertising with Social Stance

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My favorite seminars today at @cannes_lions were #UniversalMusic#Interscope and #CocaCola I was blessed to listen to the SVP of Branded content for Interscope records while learning how they rebrand artists, plus a listening/watching session for one of their new artists #IVY My mind was blown by the amazing social change storytelling in Coca Cola’s advertising strategy. I’m on a high with knowledge and creativity. #YES #Canneslions#MusicIndustry #Products#Advertising #Marketing #Branding#Media

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Robin Thicke #BlurredLines

I love Robin Thicke’s latest song, Blurred Lines. It has a Michael Jackson and Marvin Gaye vibe to it, that you just can’t help getting out of your seat and partying. This was evident as the video played and everyone sitting in the seminar was moving in their chairs- if they weren’t up dancing already.

I had the pleasure of listening to Jennifer Frommer of Interscope Records at the “So You Want to Be a Rockstar?” seminar. She discussed the rebranding and reinvention of a few of her top artists in the musical industry. It was interesting to hear the different strategies that are used for each artist in order to better develop, enhance, and promote their musical talents and overall brands. Robin Thicke, for example when he first came out his music and personal style was one that wasn’t easily identifiable. Although his voice is undeniably awesome, unfortunately it is the whole branding and marketing package which makes an artist successful. If you look at the picture below, you will see that his image is night and day compared to now.

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Coca Cola’s #WorkThatMatters  has Social Stance Advertisements that continue to drive the Coke brand forward. The brand itself is willing to take risks by telling and sharing the the nuances of today’s world.

Coca Cola’s advertisers,  @mildenhall @ivanpollard presented a dynamic presentation at Cannes Lions. It was so profound, and executed with perfection, it has now raised the bar for all the seminars that follow.
#workthatmatters

“We Learn from people like you
Hear our thoughts on how we might use those ideas…”

Each video advertisement that Coke shared in this session ended in a howling whistle and hearty applause. I believe many attendees were touched by the messages that were shared, and more importantly how they were conveyed so confidently and unapologetically. Through these media and advertising clips, I was able to see firsthand that Coke is a brand founded on historic principles and forever striving to reach the masses with their social stance #workthatmatters- conveying that with all the bad happening in the world, there is good- and we should spend more time shedding this light.

Social purpose is the mission
Building social purpose in the storytelling strategy
We can be doing well by doing good
Illuminating how we’ve done it in the past

Starting From the Past: 1955 first African American model, Mary Alexander.
Jamal Booker – film maker

American Trailblazer: Mary Alexander

Segregation Bench Straddling the Borders- Crossing Color Lines-Embracing Inclusion

Love Peace and Harmony: Hope peace harmony all around the world  ” I’d like to buy the world a coke and keep it company…it’s the real thing”
1973 social phenomenon white fright or white flight
Challenges racial prejudices
Single bottle of coke can bring it out in everyone – Have a coke and a smile

Grand Theft Auto- Give a Little Love: Is stubbornly optimistic 2007
Grand theft auto- you give a little love and it all comes back to you

I love you Africa: Gives reasons to believe
Steve, a talented singer who is also blind singing about the beauty of Africa
Africa dances to a different beat

Open happiness

People doing good: Surveillance of people doing good 2012
Lets look at the world a little differently

India and Pakistan

What unites the human race is greater than that which divides us India and Pakistan- Jonathan Mildenhall
Small world machines
Over 60 years of conflict put aside

We don’t have to be so serious

#WORKTHATMATTERS #YESWECANNES

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