For many of our branding clients, we recommend working with an influencer in the music industry. When asked why music influencer marketing is important to their brand, our immediate response is that it’s important to align your brand with someone your consumers can trust. Celebrities, especially music artists, connect with their fans and create meaningful bonds. Through that connection, consumers follow along on their journey and learn their likes, dislikes, passions, and the products they use.
Here are the top 5 reasons to consider working with a music artist to bring trust and propel the voice of your brand:
Take Advantage of Psychology
If you have ever been to a concert, there are transcendent moments when it can honestly feel like that artist is singing directly to you. It’s a bond that can’t be explained but only felt. The connection you feel with that artist or band creates a social bond. According to Stefan Koelsch, a music psychologist at the Free University of Berlin, music impacts brain circuits involved in empathy, trust, and cooperation. Music actually alters a person’s brain, which results in a stronger connection to that artist and to your products.
Engage on a Personal Level
Social media is where artists spend their time creating armies of loyal fans. Social media has created a bridge between stardom and reality, where fans can connect with the artist as a person, not just their music. This creates another layer of trust and draws back the curtain on everyday products and services that the star is passionate about.
Leverage an Audience that Wants to Listen
When working with a music artist, their audience has already opted into the message that they are putting out into the world. Their existing fan base becomes the brand’s new audience. When a brand partners with an artist, they are able to capitalize on the loyal fan base that the artist has already built.
“I use social media as a way for me to share a part of myself. Taillight tapped into that by creating playful videos of me interacting with the four new Diet Coke flavors that I was able to share with my followers.” – Lauren Alaina, 2018 Academy of Country Music New Female Vocalist Winner and American Idol Runner Up
Bridge the Gap'Influencers bridge the gap so that consumers are able to experience and engage with a brand or product.' - Becca Fisher, Taillight TV Click To Tweet
Influencers bridge the gap so that consumers are able to experience and engage with a brand or product. They provide a platform to communicate product knowledge and capabilities or they can also explain a service or demonstrate a product. Video marketing is the preferred method of communication among marketers and is also the preferred channel for consumers to learn about a brand or product these days. By adding a familiar face that they trust, you draw in the viewer so that they can then connect with your brand.
Cut Through the Clutter
How do you break through the clutter and get your brand noticed? The key is to create an emotional tie by tapping into familiarity and fame. A music artist influencer helps a brand stand out in a saturated market by putting a recognizable face that consumers already know and trust behind the brand.
Influencer marketing is about finding brand advocates whose audience will love your product or service. Today, musicians have longer career paths, larger and more diverse audiences, and more ways to honestly connect with their audience than ever before. This makes them prime trendsetters and shapers of pop culture. The right music artist, the right content, and the right strategy equals real results. Music artist influencers can open your world to a powerful new customer base all while building trust for your brand.