Spotify x Jim Beam's 'Respect the Craft' Supports of Emerging Artists
Laura McQuarrie — July 18, 2015 — Marketing
References: ca.spotifyemerge & Create
'Respect the Craft' is a new initiative from Jim Beam and Spotify to support upcoming Canadian artists and bands.
The campaign was specifically crafted to target Millennials, asking them to put their voices forward and vote to #MakeHistory. On the site for Respect the Craft, the pair of brands features 13 up-and-coming Canadian musicians. Users can listen to music from each of the artists, as well as read interviews and biographies to get to know each contender a little better.
The choice of the #MakeHistory tag is meant to appeal to young Millennials who strive to ordinary moments into memorable stories, embrace spontaneity and go with their gut. Since music is a natural way to celebrate all of these things, the choice of partnering up with Spotify was a natural one for Jim Beam.
The campaign was specifically crafted to target Millennials, asking them to put their voices forward and vote to #MakeHistory. On the site for Respect the Craft, the pair of brands features 13 up-and-coming Canadian musicians. Users can listen to music from each of the artists, as well as read interviews and biographies to get to know each contender a little better.
The choice of the #MakeHistory tag is meant to appeal to young Millennials who strive to ordinary moments into memorable stories, embrace spontaneity and go with their gut. Since music is a natural way to celebrate all of these things, the choice of partnering up with Spotify was a natural one for Jim Beam.
Trend Themes
1. Co-branded Music Campaigns - Collaborations between brands and music platforms offer opportunities to support emerging artists and engage with younger audiences.
2. Supporting Upcoming Artists - Initiatives like 'Respect the Craft' enable brands to provide a platform for up-and-coming musicians to showcase their talent and gain exposure.
3. Millennial Marketing - Targeting millennials through music campaigns allows brands to connect with this demographic that values experiences and authenticity.
Industry Implications
1. Beverage Industry - Brands in the beverage industry can explore co-branded music campaigns as a way to enhance their brand image and connect with consumers on a deeper level.
2. Music Streaming Platforms - Music streaming platforms like Spotify can leverage co-branded campaigns to support emerging artists and expand their user base.
3. Marketing and Advertising - The marketing and advertising industry can utilize co-branded music campaigns to create engaging experiences for brands and reach younger audiences in unique ways.
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