Luni>>> Band Branding

Iata un articol interesant despre brandingul trupelor de muzica.


Their “brands” are now found in television commercials, tour sponsorships, and merchandise as diverse as cars, private-label wines and celebrity cruises. The rock band Kiss has been among the most prolific merchandisers, selling products ranging from condoms to the “Kiss Kasket,” a limited-edition coffin. The band’s latest offerings include musical toothbrushes, pool cues, window blinds and baby booties.

“It’s a different ballgame now,” compared with rock’s baby boomer heyday, says Joseph Bongiovi, who handles merchandise and partnerships for the rock group Bon Jovi.

Others concur. “Everyone is in agreement that taking advantage of the appeal music has as a marketing vehicle is in their interest,” says Michael Megalli, a partner at Group 1066, a strategic branding firm. Paul McCartney, in his solo career, made a deal with iTunes and Starbucks to distribute his music. That agreement was “the most radical transformation when you think about how the Beatles were so guarded about their catalog and the idea of using it commercially,” Mr. Megalli says.

Even the rock icon Mick Jagger, whose generation embraced the anti-big-business motto “never trust anyone over 30” in the 1960s, toots the corporate horn. The Rolling Stones have teamed up with the likes of Sprint and Budweiser for concert tours, and the band hawks everything from bras and panties to leather bomber jackets.

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[tags]Music, Brands, Rock, Mick Jagger, Bon Jovi[/tags]