{"id":22503,"date":"2023-03-14T18:59:50","date_gmt":"2023-03-14T16:59:50","guid":{"rendered":"https:\/\/xceed.me\/blog\/?p=22503"},"modified":"2023-05-17T16:16:17","modified_gmt":"2023-05-17T14:16:17","slug":"brands-collaborations-electronic-music","status":"publish","type":"post","link":"https:\/\/xceed.me\/blog\/en\/brands-collaborations-electronic-music\/","title":{"rendered":"How brand-artist collaborations are changing the game in the music industry?"},"content":{"rendered":"\n

Have you ever wished with all your heart that two of your favourite artists would collaborate? And why not your favourite DJ with your most bought brand? The electronic music scene has recently given us some of the most curious and attractive crossovers through collaborations that we could never have imagined. In this article, we show you some of our favourites. <\/span><\/p>\n\n\n\n

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Why these collaborations? <\/b><\/p>\n\n\n\n

Nowadays, differentiating yourself as an artist is a big challenge. Besides having to face huge competitors, you not only need to find a way to stand out and take care of the musical aspect, but also the social media, the way you communicate your values and, in general, other ways to reach out to your audience and at the same time earn income. <\/span><\/p>\n\n\n\n

That’s where brands step in. Beyond the obvious economic returns they have on artists and events, brands are undoubtedly one of the most powerful resources in the entire music industry. In some ways, the artist-brand relationship is similar to the artist-label relationship. It is an ideal way for the artist to diversify his or her audience in a business that is increasingly driven by “snacking” and not long-term consumption, and to develop reactive marketing campaigns that make an impact and stand out among so much on offer. <\/span><\/p>\n\n\n\n

From the brands’ point of view, partnering with an artist is a catapult to a wider, younger and more open audience in the case of electronic music, and a way to increase the value of their products. It can also benefit from the artist’s positive image and reputation, aligning the brand’s values with those represented by the celebrity. <\/span><\/p>\n\n\n\n

However, there is one key aspect that should not be forgotten on both sides: collaboration has to be real. Brand and artist have to align their values and aesthetics so that what emerges makes sense and consumers feel that it is authentic and that they are not being sold to an audience that does not really represent them. Would you pair Klangkuenstler with a teddy bear brand? You certainly wouldn’t, would you?<\/span><\/p>\n\n\n\n

The collaborations you can’t miss:<\/b><\/p>\n\n\n\n

In a world where Gen Z is bombarded with information and endless options, it’s not surprising that they require something beyond the typical merchandise or headphones to capture their attention. Audio brands and artists will logically always remain together, hopefully evolving into more artist-led product development (take Dr.Dre\u2019s Beats) in the electronic music sector (take a look on Pioneer\u2019s or Bose projects).<\/span>
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