She glossed a wall, and she liked it! Katy Perry has been expanding beyond her core business of music with a partnership with paints supplier Behr. Cue a range of ‘Music Color’ paints with titles like Laser Lemon, Flirt Alert and Diva Glam.
Now there’s a music-focused marketing campaign for that range called Behr Music in Color, which uses Spotify to recommend different paints to people based on their listening habits.
Developed with creative agency TBWAChiatDay LA, there’s a website where people can search for their favourite songs, then be served (based on tempo, key and other attributes pulled from Spotify’s data) potential paint colours.
Which, naturally, was an excuse for us to look up tracks like Iron Maiden’s ‘Bring Your Daughter to the Slaughter’ (paint match: Bonfire Night); Pink Floyd’s ‘Several Species of Small Furry Animals Gathered Together in a Cave and Grooving with a Pict’ (Aztec Sky); and D’Angelo’s ‘Sh*t, Damn, Motherf*cker’ (Wishful Green) for cheap laughs.
But more seriously, it’s an example of how artists’ non-music branding deals can spin back into music-related marketing campaigns.