Sapiens Growth Marketing Agency’s Post

New Post: The State of Metal: Big Brand Deals, Thriving Merch Sales and… TikTok Trends? - https://lnkd.in/gnqDDETK - When Slipknot first contacted Cedar Ridge Distillery, which is located 120 miles from the band’s hometown of Des Moines, Iowa, management was not interested in an alternative metal whiskey brand inspired by scary clowns. Until one of the owners forwarded the Slipknot email to employees. “Oh, my God, Slipknot — are you kidding me?” came the overwhelming response. “We have to do this.” The result, Slipknot No. 9 Reserve Whiskey, which debuted in 2019, represents the shattering of a “glass ceiling” in the heavy metal business, according to Cory Brennan, Slipknot’s manager. Metal-branded products were once taboo; today, they’re no-brainers. “For so long, the gatekeepers were scared of anything aggressive and scared of metal and scared of their audiences. Over the past 15 years, that’s really changed,” Brennan says. “More and more people are open to the genre. They’re kids, adults. Some are grandparents at this point. And they’re loyal. They’re not going away.” Related Death, Skulls & Caffeine: Inside the Booming Business of Metal Band-Branded Coffee 07/17/2024 Artists from all genres rely financially on fan bases who buy product. Metal audiences tend to be loyal for years, even decades — and that loyalty translates into revenue for long-running legacy acts. Iron Maiden built a worldwide branded-apparel business out of its logo and skeletal Eddie the Head mascot. “Pop comes and goes. Metal stays consistent,” says Barry Drinkwater, executive chairman of Global Merchandising Services, which works with Iron Maiden, Guns N’ Roses and others. The revenue proportions in the metal world are different from those of pop or hip-hop. Marketing and selling albums remain important for the bands’ labels. Brian Slagel, owner and chairman/CEO of Metal Blade Records, home of Mercyful Fate, Sacred Reich and many others, says the 42-year-old indie label makes 25% to 30% of its revenue from vinyl album and CD sales, and the rest from streaming, although only the genre’s biggest stars are racking up substantial royalties, such as Metallica and Black Sabbath, which have both crossed the 1 billion stream threshold. Most metal acts, however, rely on touring and merch. “Merchandise on the road is probably the No. 1 source of our income,” says Keith Wampler, frontman for The Convalescence, a symphonic horror death metal band from Toledo, Ohio. Drinkwater adds, “Eighty percent of it is a black T-shirt.” Metal merch sales boomed during the coronavir

A plant-based meat company just hijacked Charli XCX's album launch. Here's how: Pop icon Charli XCX released her new album, BRAT last month. It's been ranked the best pop albums of the year so far, with over 75 million streams on Spotify in only 1 week 🤯 The garish lime green and minimal album cover caught everyone's eye (I heard the music is actually pretty good, too). Naturally, some brands saw this as an opportunity including the plant-based meat brand, Field Roast. In only 2 days, the brand approved the billboard concept by creative agency, No Fixed Address, and the billboard went live in Toronto. Whilst I LOVE brands that take time to build long-term messages and legacy, I think it definitely needs to be balanced with the ability to be reactive and jump on pop-culture trends in order to stay relevant. 'Moving at the speed of culture' is such a brilliant way to build brand awareness and generate talkability. What do you think of this campaign?

This! Take notes because this is how companies should utilize trends.

𝐇𝐞𝐫𝐞'𝐬 𝐡𝐨𝐰 𝐈 𝐬𝐢𝐧𝐠𝐥𝐞-𝐡𝐚𝐧𝐝𝐞𝐝𝐥𝐲 𝐬𝐭𝐨𝐩𝐩𝐞𝐝 𝐚 𝐫𝐚𝐩 𝐛𝐞𝐞𝐟. It's been a while since I shared one of these, but I wanted to tell you how I helped stop Drake and J-Cole's rap beef with Kendrick Lamar. If you don't know, these three started "beefing" with each other through their lyrics. What began as subtle stabs at each other turned into full-on diss tracks. 𝐈𝐭 𝐰𝐚𝐬 𝐫𝐨𝐮𝐠𝐡! So, I started a group chat and set up a meeting at the nearest Earl's to discuss their differences. Believe it or not, all I had to do was bring up Brand Voice Consistency. #brandvoice I convinced them that through a "united brand voice" we could create a deeper connection with all of their audiences. Here's what we agreed on: 👀 Message Clarity When everyone uses the same brand voice, the message becomes more familiar and unmistakable. This helps ensure the audience hears and interprets the message in the way it was intended, in turn, prevents any misunderstandings and, of course, maximizes impact. 🤝 Trust and Reliability When each rapper keeps their messages consistent, they create an environment where they can feel more reliable. They want their audience to feel their words and trust that they'll produce more quality music. 💪🏽 Strengthen Brand Identity If they combine their powerful voices, they create a more recognizable identity. For fans of their music, this means associating their stylistic choices or themes, which will help them feel more connected to their songs. 🏗️ Build a Bigger Community When they unify their voices, they can unite people, creating a community around their shared values. So, that's it. They're friends again. And whether they're crafting lines for their next verse on their latest #Collaboration or developing a marketing campaign for a new brand they might want to put together, the consistency of their voices can be the harmony (lol) that turns noise into a hip hop symphony. PS: Thanks to Canva for taking our photo. #FakeCelebStories #brandvoice #PopCulture #MarketingSavesTheRapGame

Maybe it’s Maybelline…. Or maybe she was just born with it? Yes, the iconic 1990’s add campaign that ran for decades is back…but refreshed for Gen Z. The ‘Maybe it’s Maybelline’ music is an iconic anthem that defined beauty for generations, and it achieved an astounding…. 🔶 84% brand recall 🔶 And all because the music captured the essence of the brand, embodying self-confidence, authenticity and empowerment. It transcended pop culture conversations, decade after decade and now they are introducing a fun, modernised versions for a new generation. And with the new ad campaign, all this happens in 3 seconds! Keep a look out for the ad! Music and sound has the ability to influence how we see the word, evoke emotion and spark connections. If you’d like to know more, then get in touch. Because without Audio Branding, Jaws was just a hungry fish 🦈🐟🦈🐟 #audiobranding #sonicbranding #jingles #branding #marketing #sales #growth #advertising

I had the privilege of attending a Panel Talk regarding Music and Brand Partnerships in the comfort of my own campus thanks to Gareth Thomas, an esteemed lecturer at University for the Creative Arts. The exciting Panel consisted of Dan Rais from Creative Artists Agency, Tom Panton from PLAYvirtuoso, and Denzil Thomas from Eat Your Greens and led to a riveting and informative discussion about the ever-evolving landscape of music collaborations with brands. Here are my takeaways from this talk: 1. Authenticity Reigns: Successful campaigns are rooted in authenticity. From light touches to long-term strategies, genuine connections with artists and brands make all the difference. However, as humorously noted by the panelists, nobody is really sure what authenticity is as everyone perceives it differently. 2. Navigating Partnerships: It's not just about the money. Some artists adopt a diverse approach to brand partnerships, while others carefully curate their choices to align with their brand image and values. Both strategies can be effective, emphasizing that the decision isn't solely driven by financial gain, but also by the artist's identity and values. 3. Cutting Through the noise: Creativity remains central to cutting through the noise. However, as demonstrated by companies like Shein and Temu repetition can also be effective in capturing audience attention, though it can be annoying. 4. Behind the Scenes: Though record labels play vital roles, directly dealing with agencies or Artist Managers often lead to better outcomes. 5. Latest Trends: Cause-related marketing and a clear brand vision are on the rise. It's not just about selling a product; it's about creating a lifestyle and purposeful connections. 6. Navigating Challenges: Things always go wrong, but proactive problem-solving and realistic expectations keep campaigns on track. 7. Timeframes: From ideation to launch, it's a mixed bag. Campaigns can range from a few days to several years, but ideally, 3-4 months strikes the right balance. Ready to dive into the world of music and brand partnerships? Let's connect and explore more opportunities together! 🚀🎶 #MusicIndustry #BrandPartnerships #PanelTalk #Insights #Networking

Houston rapper Tobe Nwigwe dropped a new track recently, "I'm Not God" (and it is really good! It features Fantasia and Andra Day, and their voices sound so good, but back to business...). The visuals are exactly what you’d expect if you follow Tobe’s branding—he’s known for his signature mint green color palette, introspective lyrics, and dynamic visuals. When asked about the meaning behind the mint green branding, he simply said, “It wasn’t really deep. I love the color, I feel like it looks beautiful on Black skin.” This highlights an important lesson: sometimes the best elements of your brand don’t require overthinking. Tobe’s core values are so clear—there’s no questioning what he stands for: God, his wife and collaborator/muse, Fat, his kids, and his Nigerian roots. It’s been incredible to watch his brand evolve. By staying true to his values (in an industry that can often seem to contradict his core beliefs), he’s attracted critical acclaim, a dedicated fanbase, and major brand partnerships (Moncler and Reebok being the most recent). Tobe is a powerful example of what clear, authentic branding can do. "I'm Not God" -- https://lnkd.in/eEGbATSF If you want to hear more of my POV on the business of music, the creator economy, culture, and more, subscribe to Glen & Haze's weekly newsletter, The Breakthrough: https://lnkd.in/eJmWHxxE. #musicbusiness #branddevelopment #branding101 #tobenwigwe

Corona is holder of one of the most iconic Distinctive Brand Assets in food: the lime wedge in the bottle neck. I believe its origin has to do with keeping flies out. By now, it reminds beer drinkers around the globe of the Corona brand one wedge at a time. In the meanwhile, MullenLowe U.S. has done brilliant work on product ads. The agency got Agressive Communication/Aggressive Experience to depict their bottles and product in an attractive and unique style, combining 2D graphics and tabletop shooting. The images feel realistic and full of taste cues yet the graphics add playfulness, lots of colour and joie de vivre. It fits the brand like a glove. I am a bit jealous 🍻 It's a good idea if Constellation Brands embrace this achievement for the long run. It's not easy to uncover a unique and meaningful way to show a generic looking product like beer. Make this your Culinary Identity, run with it for a long time and make sure it evolves so it stays....fresh. ♻️follow me and Chuck Studios for updates on global food & drinks work #food #drinks #beer #culinaryidentity #foodbranding #foodadvertising #foodmarketing

Every now and then a brand emerges that totally nails it. Last year I attended a music festival and ordered water from the bar. I was handed a tall can which I refused thinking they’d given me the wrong thing. Nope. It was a tall can of water. A really cool tall can of water. I spent most of the 2 day music festival with one of these cool things in my hand. Liquid Death has achieved a $700M valuation in just 3 years. For water in a can. Brand is everything. This isn’t just for the beverage market. 🔥Be Unforgettable: Liquid Death turned H2O into a conversation starter. Your brand needs to stand out in a crowded market. 🦄Embrace the Unique: They made water rebellious and fun. Find what makes your brand unique and run with it. 👏Build a Community: It’s not just about customers; it’s about creating a community. Liquid Death shows that a strong brand builds a devoted following. 🦚Aesthetics Are Key: Their design and packaging are as bold as their name. Your brand’s look can make your product or offering a lifestyle choice. 🤯Dare to Be Bold: Liquid Death teaches us that risk-taking in branding pays off. Don’t be afraid to be unapologetically different. How can you apply this to your business? #brand #marketing #liquiddeath #humanfirst

New Post: Luminate Launches New Tool to Measure Artists’ Influence for Brand Partnerships & More - https://lnkd.in/gRRV3tQi - Billboard‘s data partner Luminate has launched a new tool designed to measure artists’ influence for brand partnerships and more, the company announced Tuesday (Oct. 8). Informed by Luminate’s industry-leading streaming data — which is pulled from all major music streaming platforms including Spotify, Apple Music and Amazon Music — along with its global consumer research insights, the tool, dubbed the Luminate Index, will provide “influence scores” for artists based on five areas: their music streaming footprint; their social media footprint; public awareness of the artist; their public appeal; and overall fan engagement in relation to their live shows and other events. Related Luminate Will Incorporate Direct Physical Sales Data From Indie Retailers Starting in 2024 10/18/2023 The tool was developed to allow brands, agencies, labels and others to help evaluate artists in terms of partnerships, endorsements, marketing campaigns, creative integration and more. According to Luminate, the 10 highest artist scores from the first iteration of the Luminate index for Q3 of 2024 are (out of 100): Taylor Swift, 100 Adele, 92 Beyoncé, 91 Elton John, 90 Rihanna, 90 Eminem, 89 Shakira, 88 Ariana Grande, 88 Lady Gaga, 88 Dolly Parton, 87 In addition to the announcement of the index, Luminate revealed a new deal through which it will provide high-level insights and consultation to Sony Audio. According to a press release, Luminate has been “tasked with aligning deeper cultural connections between the brand with relevant audiences across all forms of entertainment.” “Existing at the center of all things entertainment and data, Luminate is uniquely positioned to see and analyze information that is invaluable in identifying cultural trends,” said Rob Jonas, CEO at Luminate, in a statement. “Beyond measurement, a job we take very seriously when it comes to verifying final data for the weekly Billboard Charts and the new Streaming Original Charts with Variety, we are a company that can extract insights across all areas of entertainment and fan engagement. Our goal with this new tool is to provide artists, brands, labels, talent representatives and more with intelligence that will allow them to make more informed business decisions.” Added Jordy Freed, head of brand, business development & strategy, personal entertainment business at Sony Corporation of America: “As an audio brand heavily focused on music, entertainment, and culture, verifiable propr