Do you know anyone who doesn’t like music? Probably not. It’s one of the few things that can transcend age and gender. Because of that, music will always be a relevant avenue for you to tap into. The question becomes who, when and where? So let’s break it down.
The who depends on your strategic brand position. What artists make sense for the story you’re trying to tell? Align there. The when depends on what you’re activating against. Is it a new facility? Is it a new coach? Is it a new uniform? In general, I typically like to avoid the season. There’s just too much noise in-season; you’re likely to get lost. Additionally, as a marketer, you’re very much at the mercy of the performance of the respective team you’re activating against. Everyone’s undefeated and full of optimism in the off-season. Take advantage. That leads us to the where. Where should you choose to combine music with your brand? As is my philosophy with everything, do it when it matters. When the national media is rolling. When the entire country is watching. Not just your current fans. Use music to grow and bring in a new audience, not to simply entertain your existing one. That means crashing big events like Coachella and Sasquatch. WHAT IF you launched your next uniform on stage at Coachella? WHAT IF your fight song got remixed on stage at SASQUATCH?