Some of the world’s top marketing, sponsorship and partnership leaders are on their way to Ottawa for tomorrow’s kick off to the Canadian Sponsorship Forum Xperience (CSFX) and JUNO Awards celebrations. On the list of those attending is of course TACK10 Group President and CEO James Chalmers – honoured to be a guest and excited for three days of marketing excellence.

Anticipation of the event had the TACK10 team thinking about the deeper link between CSFX and the JUNOs: the link between marketing and music.

We are all aware that music is a powerful medium. The music we listen to often reflects our personalities and current moods, and can even play a role in changing those moods whether we are aware of it or not. As such, in marketing, music is more than just a soundtrack to fill background noise. It is an important tool that when leveraged, can influence many things.

Brand Identity
The brand standards you develop early on are what shape your brand’s identity and the perception it receives from consumers. Staying top of mind, differentiating, and creating a recognizable brand all come down to the look and feel created through language, visuals and music. Consumers recognize an SPCA advertisement right away when they hear the first sounds of Sarah McLachlan’s Arms of an Angel. When a more upbeat pop or techno song is heard through a television screen, one can assume an Apple or Nike ad is being shown. These brands have built an identity which has been shaped, in part, by the music accompanying their marketing.

Personal Connection to Consumers
Sad music can make a listener feel sad; joyful music can make a listener feel joyful. When marketing materials leverage powerful music that sets a tone of inspiration or action, they have the power to reach consumers on a more personal level, inciting the desire to act. Take for example P&G’s ‘Best Job’ Olympic campaign of 2012, shown below. The marketing concept is inherently personal by leveraging the mother-child relationship, but the music is what draws the consumer in and shapes P&G as the brand that cares about moms.

Proof of Relevance
As musical trends evolve and new genres become popular, brands who adapt or stay at the forefront of this evolution prove their relevance and ability to stay current – much like with innovation in technology and digital platforms. That is not to say music from generations past have no place in current marketing materials. Relevance to the brand, campaign and message make the chosen music all the more powerful.

All in all, the music industry itself is one that is constantly evolving, leveraging technology and acting as a platform for innovation. One of the first pieces on the CSFX agenda tomorrow is a discussion on the global impact of Canadian music, which will surely include these points among others. Stay tuned for a TACK10 recap of the entire CSFX and JUNO Awards experience.