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BRANDS & MUSIC
BRANDS & MUSIC

The connections between brands and music are becoming ever closer and creative, the cooperations ever more diverse. Many brands have firmly anchored music sponsoring in their marketing strategies, the use of music and songs in advertising and film is increasing, influencer marketing in the field of music is a natural part of the mix. Agencies create innovative analog and digital formats online and offline, build new platforms and develop new forms of cooperation. In short: the cooperation between the music industry and the advertising industry is more established than ever before. And it is fully accepted by fans - if it is well done and offers added value. In the ideal case, the result is a win-win-win situation - for artists, for brands and for fans.

On Thursday, May 2, 2019, the programming section BRANDS & MUSIC will bring together all those who contribute to the success of such mutually enriching cooperations: advertisers, marketers, media makers, musicians, rights holders, the music industry and the advertising industry. For a whole day, we offer insights into the relevant topics and present cases, discuss with agencies, consultants, companies, managers and music makers about the status quo and the future of the connection between music and brands – artists and advertising.

We will address the question of how music in general and advertising music, in particular, control our emotions. We will examine what interests need to be reconciled, not just business interests, when a song comes together with a clip or a musician with a brand. We will gain insights into the music strategies of major international brands. We will ask why some brands suddenly have their own festivals. And we will investigate how festivals themselves become brands in order to be perceived as tourist events. For the finale, we will listen to the first interactive song with voice-controlled assistant Alexa - and will hear about the story behind it. And we will offer all participants a platform to enter into new cooperations themselves.

BRANDS & MUSIC IS ORGANIZED BY THE AGENCY LAUTSTARK IN COOPERATION WITH THE C/O POP CONVENTION 2019.