In immediately’s extremely aggressive market, luxurious vogue manufacturers typically search progressive methods to reinforce their model picture and captivate their audience. One widespread technique is by affiliation with an artist, both by licensing their music or recruiting them as a model spokesperson.
Artist collaborations like these showcase the luxurious sector’s appreciation for originality and authenticity, and facilitate alternatives for manufacturers to efficiently rebrand. However whereas this may occasionally appear to be a pretty technique to create highly effective emotional connections and elevate model notion, luxurious vogue manufacturers ought to be cautious of the potential pitfalls together with, however not restricted to, popularity and monetary implications.
They need to additionally bear in mind that there’s one other strategy. An strategy that may assist mitigate the issues above and guarantee effectiveness when executed accurately: Their very own sonic model.
For me, a sonic ID is the audible expression of a model, aligning with its mission, values, visuals, positioning, and persona. Manufacturers can use their sonic IDs as a part of their overarching model id to create specialised sonic property for all audible touchpoints, permitting for an immersive, ownable, and totally holistic model and buyer expertise that evolves with the zeitgeist.
Such an strategy can, and may, be thought of by luxurious vogue homes as they appear to construct long-term relationships with each immediately’s creators and their followers. Why? Learn on to search out out.
At this time’s brand-artist partnerships, as seen by way of the eyes of Ok-Pop
Simply by a few of the largest Ok-Pop bands on this planet, you’ll see many situations the place artists are working with a number of luxurious vogue manufacturers. Take BTS for example. Prior to now, BTS has represented Samsonite, Seoul Tourism, Puma, FILA, Method E, LG, Hyundai, and lots of different manufacturers, and in 2021, the group turned an envoy for Louis Vuitton.
BTS is the preferred Ok-Pop group of all time, so it’s no shock that manufacturers are fascinated about tapping into their devoted fan base. After their group hiatus announcement in June 2022, manufacturers lined as much as strategy every band member as they launched their solo careers.
After hitting pause on band actions, BTS members have gotten cozy with many manufacturers, bagging sizable offers. J-Hope is Louis-Vuitton’s official model ambassador, Jin works with Cartier, Jimin with Dior and Tiffany & Co., RM with Bottega Veneta, Jung Kook with Versace and Calvin Klein, and lastly, Suga with Valentino.
And if we delve additional into the Ok-Pop scene and its varied model collaborations, the intrigue solely deepens: Rosé from BlackPink, like a twin of Jimin, additionally finds her place among the many ranks of Tiffany & Co., weaving an enigmatic tapestry of connections inside the trade.
As soon as a luxurious model’s collaboration with an artist reaches its finish, what’s the model left with?
Most of the time, manufacturers are compelled to take away artist promoting throughout channels as soon as a marketing campaign is over as a result of restricted licensing offers. This may be disheartening each financially and emotionally, contemplating the substantial funding and months of arduous work that go to waste after a marketing campaign runs its course.
Overlapping artist associations within the luxurious vogue market can even have vital monetary implications for manufacturers. In accordance with a 2021 report in Korea Instances, BTS was paid north of $4.5 million for endorsing Korean manufacturers, and this determine multiplied as soon as the group turned a outstanding ambassador within the luxurious sector.
The competitors to safe partnerships with in-demand artists can drive up the price of licensing agreements, making them financially burdensome for luxurious manufacturers. Moreover, the intensive advertising investments required to maximise the affect of those associations can pressure model sources, probably affecting different important elements, reminiscent of product improvement and buyer expertise.
Artists include altering reputations and controversies
Whereas luxurious vogue manufacturers search to affiliate with artists who embody their desired model picture, shared artist associations can pose reputational dangers. Artists might turn into entangled in controversies or scandals that might tarnish their picture and replicate poorly on any related vogue manufacturers.
We don’t must look too far again to search out controversies that includes artists which have had a devastating affect on manufacturers. Adidas instantly involves thoughts, with the infamous ending of its partnership with Kanye West following his antisemitic remarks. The termination of this relationship resulted in a projected $771 million loss for the model.
This type of adverse affect compounds when a number of manufacturers are concerned with the identical artist. Any adverse associations find yourself impacting the popularity and client notion of all manufacturers concerned. Luxurious vogue manufacturers should train warning when collaborating with artists, guaranteeing their values align with mentioned artists’ popularity and public notion.
In some situations, a model’s obsession with sustaining its rigorously cultivated picture can result in an excessive strategy in artist collaborations. Even when partnering with an artist, the model opts to make use of music that’s not straight related to the artist’s model or persona. Because of this, upbeat podium (learn: generic) music is transferred to their movies, even when the artist has been invited to function an envoy.
This strategy undermines the potential of leveraging sound to create a robust emotional connection and as an alternative treats artists merely as fashions to endorse the model. As an example, we are able to observe this phenomenon in instances like Baekhyun collaborating with Burberry (seen beneath) or BTS collaborating with Louis Vuitton.
Don’t threat diluting your model’s sound
In an already crowded market, the prevalence of shared artist associations can dilute the model identities of luxurious vogue homes. When a number of manufacturers collaborate with the identical artist, it turns into difficult to make sure differentiation and create distinctive model narratives. The chance of name dilution will increase when there may be an overlap in artist associations inside a single group, reminiscent of BTS or BlackPink, the place particular person members endorse totally different luxurious vogue manufacturers. This will result in confusion amongst shoppers and weaken the distinctiveness of every model.
All through the historical past of promoting, there are various examples of various manufacturers licensing the identical monitor. For instance, “She’s A Rainbow” (a music by The Rolling Stones), has been utilized by Dior, Apple, and Sony. When manufacturers license music to affiliate themselves with a sure artist, they run the chance of getting the identical monitor licensed by a competitor at a later stage: A British Airways competitor, for instance, poked enjoyable on the airline utilizing “Flower Duet” from the opera Lakmé by Léo Delibes–one thing they might legally do given the monitor’s standing within the public area.
Maybe your personal sonic id is the higher resolution
Bearing all this in thoughts, licensing music to affiliate your model with a Ok-Pop star can nonetheless show advantageous. There’s merely the chance that you could be pay prime greenback solely to run into unexpected controversies down the road.
If manufacturers put money into the creation of a bespoke sonic identities reasonably than licensing costly music, they’ve the chance to share owned music with artists for distinctive reinterpretations of their model sound. When working with music artists reminiscent of BTS, manufacturers can share their sonic ID with BTS and have it reinterpreted by the band.
An instance of that is Mastercard’s collaboration with Domino Saints, which resulted in #1 chart hits in a number of markets throughout Latin America. As a substitute of selling current widespread music or coming collectively to make a “model music”, Mastercard and Domino Saints leveraged Mastercard’s sonic id to create new music, driving widespread tradition on a world stage.
Whereas heard in Mastercard commercials worldwide, Domino Saints’ “Rockstar” (music video beneath) turned the anthem of the 2022 Copa America Feminina and was carried out on the 2023 UEFA Champions League closing.
Possibly in the future, we’ll see BTS carry out their interpretation of Louis Vuitton’s sonic model at a vogue present. The chance to construct model fairness by way of sound, whereas partaking with followers of each the model and artist, is there.
To misquote Yves Saint Laurent, “Fashions fade, [sonic branding] is everlasting.”
Cowl picture: Meri Fitrah