We were invited to publish a piece on LinkedIn. Please check out “Music and Emotion: A Powerful Connection.” Enjoy!
As CEO/Founder of 2 companies, you might think I have trouble focusing. At B(R)ANDSMusic Branding, we help consumer brands use music across their marketing, advertising and experiential components. Whereas at SHOPLIFTER, we help record labels maximize their presence across retail soundtracks. In both instances, though, there is a unifying theme: we are finding the emotional connection between music and people.
There’s a common factoid repeated in the marketing world: Emotions often outweigh other factors such as price or quality when it comes to making a purchasing decision. In his book, Descartes Error, Antonio Damasio, posits that emotion is actually the single strongest determiner when it comes to making a purchase.
Now, consider for a moment people’s strong emotional connection to music. So strong thatone study found 60% of us consider ourselves to be passionate about music while only 6% said they don’t care. What is passion other than the strongest of positive emotions? Humans have a unique, universal ability to identify emotion within music according to the Max Planck Institute in their 2009 study. And this emotional power can be a huge asset for both consumer brands and record labels.
Over my 15 year career, I’ve helped brands use music as an emotional catalyst – a device to engage consumers and retain and grow brand loyalty. I even wrote a book about it because brands have to use music. So many of their marketing and communication channels require it – from TV and radio advertising to in-store experience to social media to customer engagement via public events. So, it’s not a matter of “if”, it’s “when” and, more importantly, “how do we do it right?”
The same is true for the music industry who are desperate to build that emotional connection with new fans. Just as important as in-store/overhead music is to brands, it’s equally important as a new fan acquisition channel for labels. According to a 2011 Music Discovery Study by NARM/NPD, “There is still a large core group who learns by listening…on shopping trips.” In-store radio, as we call it, can fill in the gaps that a labels’ promotional efforts might be leaving open. Even the major labels have a tough time getting a new song on traditional radio.
So as busy as my days are, the common thread is finding that emotional connection between music and people. As Tolstoy famously said, “Music is the shorthand of emotion.”