Brand strategist Ko Kawashima is the latest to compare music to water in terms of its increasingly ubiquitous access. It’s “like water from a faucet: free, of acceptable quality. If you want a more savory experience, there is always the bottled variety”. So how can artists make money from it? “The pairing of the appropriate music with the appropriate brand” of course. Here’s some more selected bits of her article on the subject in Advertising Age: “As a human being, you are multidimensional… discovering music through a brand who represents your lifestyle is a win-win… radical, pluralistic democratization… effortless, unmitigated interaction… magical combo platter… enormous, prolonged de-leveraging.” Consider yourself told.

EarPods and phone

Tools: platforms to help you reach new audiences

Tools: Kaiber

In the year or so since its launch, AI startup Kaiber has been making waves,…

Read all Tools >>

Leave a comment

Your email address will not be published. Required fields are marked *