#PowerOfMusic

In an engaging music marketing campaign held in the streets of Hong Kong, Sony gave music fans a curated listening experience with its first music minivan. The experiential campaign titled “h.ear Music Express” gave fans some live performances from local talents Phil Lam, Lil’ Ashes, Mischa and more.

Also in a bid to cut down on the noise and make it all about the music, Sony launched its first “silent party” to promote its new range of high tech devices designed to deliver high-res audio in style with two headphones as well as a new Walkman.

The Joy of Jazz Festival is one of the biggest music festivals held in Johannesburg each September, where music fans are treated to a stellar line-up of some of the world’s most talented musicians. This year, the festival’s sponsors decided to extend the reach of the festival to some very lucky motorists during rush hour traffic via an unorthodox and creative marketing campaign, bringing music experiences to life.

In what would be considered an authentic concert experience and extending the event’s  reach outside of the jazz festival, music fans were treated to a two-hour gig on a live jazz billboard on the corner of William Nicol and Republic roads in Sandton, Johannesburg. 

The live jazz performance on a billboard marked the start of South Africa’s premier jazz music festival, which featured more than 20 artists from across the globe and one authentic marketing campaign to reach wider audiences.

2015 has proven to be a great year for brands who are using music as their hook to create meaningful and personal connections with consumers emotively. We’ve seen how music has been driving marketing in full force last year and has produced significant results. It has left little doubt that an effective way into consumers' hearts is through their ears.

In this article,we share our favorite brand music strategies which have successfully used music as a marketing tool to turn music-loving fans into brand-loving fans.

The trend of employing a music streaming service is fast becoming the latest marketing tool that retail stores are using to stand out in the crowded mobile commerce world, where more often than not, consumers are inundated with apps that get deleted as quickly as they're added or worse, have never been opened. 

Throughout American Eagle Outfitters stores, consumers are greeted by a collection of music which has been specifically curated in an effort to connect with music fans and give consumers an all-around brand experience. Now, the American clothing store is taking its music marketing strategy one step further by adding music streaming playlists to its mobile shopping app, ensuring that the mcommerce shopping experience is consistent with the in-store shopping experience.

By connecting with consumers over a shared love of music, this new music tool has kept consumers shopping in-app for longer periods and has boosted engagement and sales to its e-commerce app.