Not long ago, on a forum, musician Ah Yan shared his feelings about taking on advertising song creation since 2018, "Every musician did not think that it could succeed when making music, but wanted to express himself through this song." ”
In the first half of this year, the advertising song "Love 105 Degrees of You" created by Ah Yan took the lead in the marketing industry. Then in the early summer, Michelle Ice City once again went out of the circle with a catchy theme song, detonating an entire summer and autumn.
Looking back at the example of brand marketing breaking the circle this year, we can see the help of the music scene. Whether it is the impact of Michelle Ice City and Watsons advertising songs on the minds of users, or the alliance of legends holding hands with Eason Chan and joining hands to create the theme song "Lone Brave" of "Battle of Two Cities" in the way of "music + game", more and more successful cases that break the boundaries of the industry prove that music has the ability to break through all circles.
In fact, in the past few years, everyone has begun to pay attention to "music +" marketing, but it is still more or less used as a gimmick of cross-border marketing. Until this year, with the deep integration of "platform + content + scene", the music ecology has been continuously opened, the boundary between music and new consumption has been broken, and the trend of scene-based development of music marketing has become more obvious.
So, why does the music scene become a major marketing center for brands? When "Music +" is once again recognized in the industry, will the music open ecosystem become a new traffic password for brands?
Generation Z Super Individual Rises,
The value of the music scene jumps
Looking back at each marketing out-of-the-loop case, it may be difficult to find a template that can be completely copied, but from many marketing reviews, we can see that the brand's "traffic code" seems to be undergoing new changes: they no longer attribute the path to marketing Rome only to "the time and place are favorable", but pay more attention to how the path to rome is shorter and faster.
In other words, in the context of the new era in which new consumer brands continue to emerge and old domestic products are reborn through the historical cycle, the problem that brands need to face is that the wealth of information has produced a lack of attention, and which part of the user's attention will be more efficient for brands to grab? What field will be a shortcut for them to break through?
From the perspective of the former, as the Gen Z super individuals take the stage of history, compete for the attention of the younger generation, and strive to expand their visibility and build loyalty among the Z generation, it is already a consensus of the brand. For brands, deeply investigating the flow of attention of this group of Gen Z means that the vein of the brand's future breakthrough shortcuts will be found.
According to the "Post-95 Young People's Attention Insight Report", audio, video and games are the main forms of attention borne by post-95 young people, in terms of participation, the first place is listening to music, accounting for 59%, followed by watching videos, playing games ranked third. Compared with other forms, it is clear that music accompanies more young people, surpassing other forms of entertainment in terms of coverage and depth of influence.
Therefore, music has always been an important marketing center for brand rejuvenation. In 2005, for the young group, Mengniu not only spent a lot of money to name the music talent show, but also formed a strong binding of the "Sweet and Sour Is Me" advertising song with the new sour milk, and to this day, when this song sounds again, people will unconsciously associate with the Mengniu brand.
However, with the changes in the new consumer population, the development of music marketing has also gone through different stages in recent years.
In the early days, the marketing method is usually that the brand invites the singer to endorse, sing an advertising song, or title a music event, and the form of cooperation is simple. After 2010, music marketing has derived more ways to play, in addition to visual promotion, fun with goods, theme naming, customized exposure, online and offline cross-screen cross-linkage, as well as "music +" and other cross-scene gameplay, injecting new development ideas into brand marketing.
Behind this, in fact, the thinking of the marketing circle is changing, first of all, the rise of young super individuals, the preferences and young expressions of Generation Z, is a shortcut for brand building and communication with the young generation; secondly, in the context of cost reduction and efficiency marketing, brand owners also need to use high-attention scenes such as music as marketing incisions to create a more valuable and efficient link.
Obviously, this change from the user side is forcing the change of marketing methods. As the smallest content unit, music starts from young people playing, fermenting all the way, breaking through the circle layer and scene cage, and achieving crowd expansion with efficient marketing field, which is secretly in line with the pulse of brand marketing.
Music open ecology,
Innovative brand marketing testing ground
The value of music is being valued, and under the deep integration of "platform + content + scene", the music ecology is becoming more open and helping brands to get close to their marketing goals.
This year's QQ music big-name live LIVE X Longines case is a typical case of "music + luxury + Live". Different from the usual watch launch, this time Longines moved the new product show to The Live House, linking three groups of musicians to start this music party online and offline.
In the past, the mainstream way of luxury marketing was to hold brand launches and invite VIP customers, distributors and media to the scene, more like an offline carnival. But now, through online live broadcasting and integration into music Live, QQ Music Big Brand Live LIVE has built Longines' new product launch into a music event for the general public.
More importantly, relying on the young forces of QQ Music, which accounts for more than half of the 18-30-year-old users, the open ecology of "music + luxury + Live" has also highly matched the trend of high-value young people in music with the trend of continuous rejuvenation of luxury consumers.
However, the music open ecology is not only through the boundary extension within its own format, to reach the brand target young audience, with music as the endogenous driving force, through the linkage of "music + games, music + variety, music + film and television" and other content traffic pools, but also to achieve the deep integration of marketing scenes, bringing circle-breaking communication to the brand.
Take "Music + Games" as an example. Before the launch of the "Strongest Snail" game, he cooperated with the contrasting uncle Tengger to create the theme song of the game "Snail and Yellow Oriole Bird".
This children's song is very familiar to the public, after a magical adaptation, the high-pitched music made this new tour popular as soon as it was launched. It is understood that at that time, the song was played 4 million times in 5 days.
"Tencent Music, as a part of Tencent Group's great cultural creation, has been building an open music ecosystem, and has a very close and frequent cooperation with WeChat, games, sports, fashion, public welfare, news and other products and content forms to jointly promote the development of music." At the 2022 Tencent Music Entertainment Group (TME) Music Marketing Summit, Liu Xiankai, vice president of TME Commercial Advertising, further outlined the sound landscape of "Music +".
Throughout 2021, from the beginning of the year OPPO Enco and QQ Music, invited singer-songwriter Yuan Yawei and hearing-impaired children to form an "inaudible band" to launch public welfare singles and MVs together, until the end of the year, the League of Legends animation theme song "Lone Brave" was praised, and it can be found that more and more brands have entered the testing ground of music open ecology through cross-scene play such as "music + public welfare" and "music + e-sports".
Music content blessing,
Stabilize the basic disk of open ecology
Professor Chen Chunhua said in her 2022 message that under the booming digital economy and digital life, the concept of "seeking competitive advantage" has been replaced by the idea of "synergistic symbiosis".
Catering to this business trend, the music open ecology that contains marketing values such as content co-creation and scene integration will undoubtedly be born in conjunction with the wave of "collaborative symbiosis".
Standing at the beginning of this alternating between old and new ideas, we have not yet glimpsed where this wave is going. However, in the uncertain market changes, it can be determined that content is always the basic disk and lifeline for the sustainable development of the music ecology, so the music platform side is particularly important for the content strategic layout in the coming year.
It is understood that at the 2022 TME Music Marketing Summit, TME released a total of five major resource lines, through the key layout of singer lines, theme lines, school business lines, performance lines, festival lines, the platform will comprehensively upgrade the "one body, two wings" strategy, and raise the importance of music content to a new height.
Based on the dual drive of "one body and two wings" content and platform, the brand can not only lay out mainstream businesses such as online music, live broadcasting, audio, and K songs, but also carry out more in-depth content co-creation in vertical music content such as rap, national style, and electronic music, and realize value breaking.
For new consumer brands, or advertisers who need to refresh their brand imprints, they can choose to leverage the most active rap fan groups at the moment, customize the brand link with the platform, or expose the "offline + offline" brand multi-dimensionally, so that the brand image can be renewed.
For brand owners who need to play "event marketing", in addition to relying on TME online electronic audio content and community operation, they can also use TME Live "EC Tide Syllable Festival" to break the circle of brand resonance with immersive music scenes.
In terms of national style, TME has innovated the national style and national tide strategy, and created content IP such as "China Tide" and "National Tide Music Season". This is perfect for a domestic tide brand that wants to use the national style music content to convey the tone of the brand.
In general, TME has built a one-stop entertainment system, and with the creation of diversified content on the platform and the advancement of the open ecology, it has truly fed back into the new idea of brand "traffic password", that is, by improving the efficiency of brand and user connection, the brand has entered the fast lane to marketing Rome.
Further, focusing on the present, relying on the massive content of the music platform, the brand can affect the minds of the target population in a very short period of time and promote short-term traffic growth; in the long run, music as the fastest content unit to establish emotional communication between different circles, for brand owners, whether it is around the high-traffic crowd to do circle marketing, or the accumulation of explosive power to set off a national carnival, through the precipitation of musical emotional value, based on its resilience in space and time, will further shorten the efficiency of the connection between the brand and potential users.
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"Hello, University Sound" label Sky Concert ended successfully, and the campus layout of QQ Music was upgraded.
TMEA Festival brushed the screen tonight, how does it become a textbook out of the circle?
Let me sing a song for you.