Music branding: as marcas no foco da música

Um tema ainda novo para alguns profissionais de marketing e música, o music branding, compôs a programação do segundo dia, 7 de fevereiro, do Brasil Music Summit 2019. A conferência reuniu 500 profissionais e mais 1400 pessoas do público final entre os dias 6 e 9 de fevereiro, em São Paulo. O evento, promovido pela Brasil Música & Artes (BM&A) em parceria com a Agência Brasileira de Promoção de Exportações e Investimentos (Apex-Brasil), por meio do programa Brasil Music Exchange (BME), teve os primeiros dois dias dedicados a music branding e sincronização.

“Conseguimos cumprir um objetivo muito importante: queríamos trazer para esse evento agências de publicidade e profissionais de marketing de diversos segmentos. Vamos cada vez mais estreitar esses laços. Afinal, todos os lados só têm a ganhar”, detalha o diretor geral do BMS e gerente de projetos da BM&A, Leandro Ribeiro.

Uma das atividades especiais desenvolvidas na área de music branding foi um mentoring em parceria com duas empresas: Grupo Fleury e Rappi. “Cada marca enviou previamente um briefing para um grupo de criativos de empresas ligadas à música para o desenvolvimento de projetos customizados”, explica Leandro. No dia 7 de fevereiro, todos os grupos apresentaram as ideias e receberam feedbacks.

Na programação principal, palestras de marcas, veículos de mídia e agências de publicidade: uma mais aguardadas foi a de Charlotte Von Kotze, diretora de música da Vice Media, que desenvolve projetos de conteúdo para marcas, tendo a música como espinha dorsal. “Hoje os vídeos são muito menos para apresentar produtos e muito mais para contar histórias. O público quer autenticidade, é isso que as marcas buscam conosco”, comentou.

As palestras de Mike Ladman, da Droga5, e de Benoit Dunaigre, Havas | HRCLS, agências de publicidade da Inglaterra e da França, respectivamente, também trouxeram novas perspectivas sobre o futuro da propaganda mais ligado ao conteúdo, incluindo manifestações artísticas e culturais.

Do lado brasileiro, Roberto Guimarães da Oi Futuro mostrou como a empresa de telefonia incentiva talentos e estimula a criatividade e a inovação, fomentando a produção colaborativa na era digital. A cantora e compositora Rachell Luz e Danrley Calabrezi da 2ID music branding contaram o case de sucesso da Morana, que procurou aumentar o seu relacionamento com os clientes por meio de uma estratégia musical no ponto de venda.

Nos workshops, foi possível aprender os conceitos mais relevantes do music branding: desde como verificar o DNA musical de uma marca até a aplicação no ponto de venda. O painel Meet the Brazilian Festivals teve o objetivo de mostrar para profissionais das áreas de branding e marketing as possibilidades de ativação/patrocínios em alguns dos principais festivais de música independente do Brasil, tais como Se Rasgum, RecBeat, Sampa Jazz Festival, Poá Jazz Festival e Festival Bananada.

A próxima edição do BMS acontece nos dias 10 e 11 de fevereiro de 2020 e São Paulo e a programação continua nos dias 12 e 13 de fevereiro no Recife como parte do Porto Musical.

This post is also available in: Inglês

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