In an Age Of Uncertainty, How Can Brands Support Musicians?
It’s a weird time in music.
Earlier this month, Ghostwriter, an ‘anonymous music creator’ who uses AI-generated vocals in their work, announced they had submitted the breakout AI-Drake song “Heart on my Sleeve” for Grammy consideration. In a follow-up with The New York Times, Recording Academy CEO Harvey Mason Jr. told the outlet that “as far as the creative side, [the Drake song is] absolutely eligible because it was written by a human.”
The comment sparked a lot of debate in the music world, reigniting the ongoing conversation around AI in music, intellectual property, and the monetary and legal challenges it presents, particularly for artists whose brands are built on creative originality.
By the week’s end, Mason Jr. backtracked — announcing on Instagram that the song was actually ineligible, as the ‘vocals were not legally obtained’.
His statement ended with an odd reminder of the u/dystopian dream technology has introduced:
“The Academy is here to support and advocate and protect and represent human artists, and human creators period”.
So — for musicians, labels, fans (and, I guess, robots and grey parrots?) — this is an unusual predicament.
But what about brands?
Amidst the whirlwind of AI-driven innovation, brands find themselves at a crossroads. In a world where a staggering 77% of people globally place greater faith in brands to effect positive change than the government, the importance of supporting the culture and community that underpins your marketing has never been more pronounced.
Brands and agencies want and need to embrace AI for the efficiency and precision it brings to marketing work and campaigns, as seen in partnerships like WPP x Nvidia. However, this embrace of AI, particularly AI generative techniques, raises a critical question: how can brands embrace new AI solutions that benefit rights holders and artists while navigating the tension that it may threaten the underlying creative value of the work produced by artists, musicians, and creatives?
Here’s a playbook for orchestrating these musical ‘brand actions’:
Embrace AI for Enhanced Music Solutions:
- Brands can leverage new AI solutions, such as SaaS tools for music and AI-powered recommendation engines, to enhance the music experience for both artists and fans. This can involve creating innovative music marketing campaigns and improving music search results, all while respecting the creative integrity of artists.
Go Beyond Licensing:
- Explore AI solutions for music that simplify copyright management, royalty distribution, and licensing processes. By making these aspects more efficient, brands can directly support rights holders and artists.
Fostering Creative Partnerships:
- Embrace external creative talents and engage music partners in the creative process, seeking their unique perspectives to fuel innovation.
Fostering Creative Partnerships: For brands with in-house art directors or creative teams, embrace external creative talents. Their unique perspectives can fuel innovation.
Community Building, Not Just Engagement:
- Dive deep into the musicians’ futures and fan bases. Explore how your marketing efforts can serve as a cornerstone for building and enriching these communities. This goes beyond simple giveaways; aim to create memorable experiences resonating with both the artist’s fans and your brand.
Consider these guiding questions:
- How can we actively seek the talent’s insights on our brand marketing?
- In what ways can using music accentuate facets of our brand?
- How might our music strategy contribute positively to ongoing cultural conversations?
- What unique aspects set our music partnership apart from others?
In a landscape where the relationship between brands and musicians can resonate deeply, these examples illustrate the potential for meaningful and effective collaborations.
Here are examples of collaborations that hit the mark:
- Following a 10-year partnership between Usher and Rémy Martin, they teamed up to create an immersive experience to enhance his Las Vegas residency and introduced a sponsored nationwide tour celebrating Usher’s love for skate culture, all under the concept that a beautiful melody is born from the harmonious blend of ideas, influences, encounters, and experiences.
Flo Milli x 7-Eleven: Anything Goes
- 7-Eleven’s collaboration with rapper Flo Milli on the Slurpee-inspired song “Anything Flows,” along with engaging user-generated content initiatives on TikTok and Instagram Reels, not only served as an innovative marketing campaign but also provided a platform for promoting the artist and enhancing her visibility in a creative manner.
Olivia Rodrigo x Sour Patch Kids
- Olivia Rodrigo collaborated with Sour Patch Kids to promote her debut album “Sour,” with a contest featuring signed boxes of the product and exclusive purple candies aligning with Olivia’s album theme, reinforcing brand association and creating demand.
- Popeyes’ collaboration with Megan Thee Stallion, sparked by her genuine enthusiasm for their chicken sandwich, allowed the rapper to authentically participate in the creation of “Hottie Sauce,” launch animated commercials, develop merchandise, and even sign a deal to open five Popeyes franchises in Texas, showcasing a successful and mutually beneficial partnership.
- Matthew Dear’s innovative collaboration with the Ford, using sounds from the Mustang Mach-E to create the electronic track “New Breed” not only showcases his creative genius but also highlights the rare artistic freedom he enjoyed in this unconventional partnership
As music and AI converge, brands and artists find common ground to elevate creativity. Embrace AI with purpose, blend innovation and artistry, and let’s script the future of music and marketing.
This article originally appeared in the Music IQ Newsletter for Premier Music Group.
