This page intentionally left blank

HIT BRANDS

This page intentionally left blank

HIT BRANDS How music builds value for the world s smartest brands Daniel M Jackson Richard Jankovich Eric Sheinkop David Marcus

Daniel Jackson, Richard Jankovich and Eric Sheinkop 2013 Softcover reprint of the hardcover 1st edition 2013 978-1-137-27147-1 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6 10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The author has asserted his right to be identified as the author of this work in accordance with the Copyright, Designs and Patents Act 1988. First published 2013 by PALGRAVE MACMILLAN Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan in the US is a division of St Martin s Press LLC, 175 Fifth Avenue, New York, NY 10010. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave and Macmillan are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN 978-1-349-44459-5 DOI 10.1057/9781137271488 ISBN 978-1-137-27148-8 (ebook) This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin. A catalogue record for this book is available from the British Library. A catalog record for this book is available from the Library of Congress.

CONTENTS List of tables List of figures Acknowledgements vi vii viii 1 Introduction 1 2 The history of music and brand relationships 23 3 Music as identity 31 4 Case studies for music as identity 43 5 Music as engagement 81 6 Case studies for music as engagement 91 7 Music as currency 121 8 Case studies for music as currency 157 9 The future 185 Notes 189 Index 193

LIST OF TABLES Table 1: Top eight Twitter users 15 Table 2: Top five most viewed YouTube videos 15 Table 3: Top five celebrities on Facebook 16

LIST OF FIGURES Figure 1: La Figura NESCAFÉ musical notation 48 Figure 2: NESCAFÉ TV commercials analyzed 51 Figure 3: Analysis of Barclaycard s advertising sound 67 Figure 4: Nokia logo 71 Figure 5: The changing face of a Nokia phone 78

ACKNOWLEDGEMENTS I would like to thank David Marcus for contributing enormously to the writing of this book and Sara, my wife, for her editing skills and love. Daniel M. Jackson First, I would like to thank all the inspiring and innovative clients I have worked with over the last 15 years, but especially Jeff and Sara from Sunglass Hut, Tom from Smashburger and Liz from Sephora, who are all featured in the book. Thanks to all my advisers, friends and peers in both business and academia, particularly my co-authors Daniel Jackson and Eric Sheinkop, but also Bob Finigan, my partner in crime, James Cheung, who has been there since the beginning, Dr C. W. Park from USC and Dr Eddie Clift from Woodbury University for giving me a chance in the world of teaching, our publisher Palgrave Macmillan, anyone who has ever hired me and all my supportive and inspiring colleagues from advertising, music licensing, sonic branding and retail experience design. And, of course, an eternal debt of gratitude goes to my lovely and wonderful wife, Angela, for always supporting my career no matter how many twists and turns there were (or continue to be). Richard Jankovich

ACKNOWLEDGEMENTS ix I would like to start with an official apology to my parents and family for being such a determined child and I promise to spend the rest of my life challenging myself to make you proud. Thank you to my amazing business partner John Williamson, my right hand Mili Marcetic, my friend and confidant Brandon Smith, and the entire Music Dealers team for working with me and, together, shaping big ideas into reality. Thanks also to my co-authors Richard and Dan. Thank you to my brother Jonathan for providing more support and encouragement than could be imagined. Many good experiences in my life can be directly connected to you and your efforts. It is an honor to be partners working toward the same goal together. Grateful thanks to Ira Antelis for mentoring and guiding me from the music industry to the brand side and being a great role model for a (then) 22-year-old, and to Emmanuel Seuge for changing my life by continuing to be patient with my ambitions and passionately championing the vision. Thanks also to Tara Flocco for the months of tireless research, interviews and editing that led to this book s release. You have helped me accomplish what I simply could not have done without you. I am lucky to benefit from your brilliance. I am extremely thankful for all of you. Eric Sheinkop