Palestras do segundo dia do BMS tratam sobre DNA da marca e da música
Algumas das palestras realizadas no segundo dia do Brasil Music Summit: Sync & Music Branding, tiveram como foco o estudo do DNA da marca e da música, as influências que representam uma para a outra e o quanto andam em conjunto. Os três palestrantes que se aprofundaram nessa área e transmitiram experiências que acontecem nas empresas que trabalham foram: Ricardo Rodrigues, da Let’s GIG, Yassine Saidi, da Puma Global, e Evandro Fióti, do Laboratório Fantasma.
Para Ricardo, que palestrou sobre “o que é aceitável na relação entre a marca e o artista?”, comentou que “a primeira coisa é fazer um planejamento estratégico da carreira do artista e tentar buscar, principalmente, empresas que possuem maior sinergia com a marca”. Ele assegurou que esse posicionamento é parte integrante do sucesso da estratégia da banda Liniker & Os Caramelows.
Já Fióti vai mais longe e acredita que é essencial haver uma identificação entre a essência da empresa, dos artistas e dos produtos a eles relacionados. Esse é inclusive um dos pilares a que atribui o sucesso do Laboratório Fantasma. “Lidamos com várias questões e essas não envolvem apenas sim ou não, é preciso saber o porquê dessa resposta”, assegura.
A música no centro
Yassine Saidi, que veio ao Brasil especialmente para o evento, tratou sobre o trabalho que a Puma faz com diversos artistas, apresentando a parceria bem-sucedida que desenvolveram com a Rihanna. “Não pagamos mais anúncios em revistas, trabalhamos com social media, pois é o que dá mais alcance. Investimos na música, pois é o meio cultural mais poderoso do mundo e usamos as redes sociais para alavancar essa estratégia. Esses projetos estão dando um retorno muito positivo”, diz.
Ele detalhou a trajetória da relação entre moda e música e explicou que vê os artistas no centro da estratégia de qualquer marca de sucesso hoje. “Os artistas do rap refizeram e reeditaram a moda comparado a como ela era feita”, comentou. Segundo ele, essa foi uma tendência irreversível que deve ir mais longe: “Creio que no futuro os artistas estarão à frente de suas próprias marcas. Isso já está acontecendo”.
Fióti, que também tem uma relação forte com moda, apresentou o case de sucesso da participação da marca Lab na São Paulo Fashion Week. Assim como Yassine, ele também acredita que esse é um momento de muitas oportunidades para quem trabalha com música. “O mercado está mudando de forma favorável”, finaliza.
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