Partners in business

So, the music awards! Why the big hype and how are they still successful? I mean the exclusivity has almost completely vanished due to the impacts of technology, and music artists are on every billboard, incorporating their music and ‘talents’ into other businesses; sports, marketing, clothing, drinks. Yet, the music award industry still remains strong and its’ developing every day to keep viewers and artists on their toes, intrigued and counting the days until the next event. Now, let me tell you why…

Can celebrities take on the brand marketer's role?

(Beyonce is collaborating with PepsiCo in a preorted £33m deal that includes a fund to support her own creative products which may not be related to the drinks brand.)

Sponsorship! Now, Sponsorship is nothing new, we have always heard of major sponsorship deals. Clothing designers have sponsored artists and even for new and up and coming acts it is quite simple to obtain free clothes from certain labels. It’s a simple process businesses pay celebrities to advertise products to as many people as possible.  Lately though, sponsors have realised artists are more and more expanding the strength of their brand and offering more deals for artists whether they are on tour or not.

And it’s through online developments and technology expansion, that people may not be willing or have to pay for music! Therefore artists will (and already are) looking into other revenue streams to support their development, and if recording companies are in as much trouble as they say they are, they does this mean that  fewer music artists will be signed so will new creativity be ignored?

Celebrity endorsements can be as much about targeting a specific fan base as they are about publicising the liquid in the bottle. Star power may be just the right thing to draw attention to both a category and a brand.

Popular Music Awards and the audience they attract, along with music industry lovers, are about 16-30 years old and likely to be drawn into many commercial TV shows, events and news. We are all now so fascinated by the 'celeb lifestyle' and hungry for reality TV. Music Award shows are so highly publicised due to the celebrity and media attention that we all want to 'be there' any way we can to be up to date with the latest hot gossip from the events.