December 5, 2008
We’ve heard a lot of brands wishing to ‘own’ music recently, and we always get a bit, well, annoyed about it, because music belongs to people and persons, not brands. And the only thing brands should be trying to do in terms of music are those bandied-brand words, ‘facilitating’ and ‘enabling’. Ruby Pseudo’s team in the UK did a focus group recently where - in six minutes - the kids named 44 brands they saw as being part of the whole music “thing”, either in a good or an appropriate way.
Our results? The same brands kept coming up. As an overview:
- Network brand 02 was mentioned by over 65% of the respondents. That’ll probably go up too since they’ve brought all the Carling venues (isn’t it a bit like when Reebok brought Thierry Henry and everyone was like, um, he’s a Nike guy?)
- Virgin also occupied front of mind, and was cited by over 45% of the kids.
- Carling (for the time being) took bronze with 35% of respondents calling it out as being appropriately involved with music (Reading Festival and the like)… Diesel was also a runner-up with 25% calling out the denim brand as having a finger in the fat music pie (Diesel New Music Awards).
Overall, the notable brands mentioned in their respective categories:
- Broadcasters: C4, BBC, M&V
- Food & Drinks: Carling, Innocent, Coca Cola, Becks, Red Bull
- Fashion: Nike, Oxfam, Diesel, Adidas
- Network Providers: 02, Virgin, Orange, T Mobile
- Mobile Phone Brands: Sony (25%), Nokia (10%) Samsung (5%)
Some useful quotes from respondents:
‘They had a guitar hero tent at Reading, I thought it was amazing, the best thing they could’ve done. There were like loads of geeks playing and really getting into it and they were giving away free t-shirts and there were competitions.” Libby, 16
“They had a Duracell tent at Reading as well, something about lasting longer, some music tent, can’t really remember.” Jamie, 21
“They made a digital map at Glastonbury so you could navigate around and find the best places to get drunk and listen to music!” Tarik, 18
“As for Orange RockCorps- absolutely love that idea - it has the level of exclusivity that will interest and provoke youth into volunteering- genius.” Leonie, 21
‘Sentimental people call it inspiration, but what they really mean is fuel…’
“I did the orange RockCorps thing the other day which is so good for people our age who might not be able to afford tickets for gigs or they might be sold out by the time we get the money together. So many people turned up to the community service I went to that they didn’t have enough tools for us!” Jay-Ann, 17
[article originally appearing on Ruby Pseudo Wants a Word]