April 20, 2010

Is a Band a Brand?


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According to Black Eyed Peas’ frontman, will.i.am, his most definitely is. In a recent article published by The Wall Street Journal will.i.am defines his approach to corporate sponsors, “I consider us a brand. A brand always has stylized [PowerPoint] decks, from colors to fonts. Here’s our demographic. Here’s the reach. Here’s the potential. Here’s how the consumer will benefit from the collaboration.” This approach has proved successful for the man who Randy Phillips, president and CEO of the concert promoter AEG Live, says could be “the best ad executive on Madison Avenue.” Not only do the Black Eyed Peas (or their songs) appear in partnership with giants like Coors, Levi’s, Honda, Apple, Verizon and Pepsi, but corporate sponsor “shout outs” have become a regular part of the live show. In the first half of every show will.i.am delivers a freestyle rap he creates from text messages scrolling on two large screens on-stage. The text messages are delivered by BlackBerry, the tour’s primary sponsor. The band also works in the company’s tagline “Love What You Do” into the seemingly impulsive monologue during the group’s performance of “Where Is The Love.” The Black Eyed Peas even performed a concert in Times Square for the sole purpose of promoting a new Samsung product.

For an industry of artists who have reported “it’s all about the music”, this band leader has been quoted as saying corporate partnerships are equally as important as music sales. What do you think? Savvy celebrity or sellout? Can a band be a brand?

Contributed by: Allison Jobes

2 Comments

  1. Jennifer Baldridge   April 26, 2010 10:49 am / Reply

    They absolutely can become a brand. Savvy celebrity equals successful. Name recognition is key. You have to know how to reach your audience – they are Poppy, Top 40 not Indie…”Its all about the music,” ok, well that’s just an attitude that leaves money on the table.

  2. Kelli Keifer   April 26, 2010 11:07 pm / Reply

    Just take a look at the songs themselves… The Black Eyed Peas take “brand dropping” to a whole different level. Most of today’s songs mention a brand here or there, but the Peas have been known to mention several (5+ in some songs). Take “My Humps” for example – Dolce & Gabbana, Fendi and Adonna (Karen). Se7en Jeans, True Religion. You don’t even have to go to a concert to know how heavily you will be marketed to. As long as the companies they represent are considered desireable, the BEP “brand” will reflect the same following as the companies they market.

    What is genius about the “brand dropping” strategy is that most consumers are able to relate to both the music and the brands they mention. This relationship causes the audience to sing along/request the music/buy CD’s and before you know it you have your own customers doing the marketing for you. The BEP don’t have to be a brand – the endorsements and following that they gain from the brands they represent are enough! The BEP are savvy celebrities for sure!

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