How to Brand for Spotify, MOG and More

This post originally appeared in our November issue of "Live Report from the Future of Marketing," our monthly Post-Advertising newsletter. Subscribe for free here.

Free music streaming services are here to stay. So when will brands really come out and play? Saviors like Spotify and MOG, plus the now-seasoned vets Pandora and—which have dragged the music industry kicking and screaming into the 21st century—are now the best bets at monetizing and spreading music legally into the future. And now, via social platforms like Facebook and its Open Graph, they’re encouraging more sharing than ever before.

Top that off with the hundreds of ingenious apps and web sites taking shape through music’s newfound online freedom and you’ve got one hell of an opportunity—one that most brands have squandered. Turns out, there’s much brands can do, as both advertiser and Page admin, to utilize these valuable new tools.

Open our doors to social media

Loving Brands Like Brothers

When was the last time you shared something intimate with a brand? Had a romantic picnic on the ledge of a billboard? Or spent a Friday night with a group of friends at the advertisement theater? We don't share ourselves with brands in this sense exactly. But our engagement with brands is changing and expanding all the time. We now live in a world where a brand that earns its way into the lives of its fans can engage with them on a daily basis, creating a deeper relationship than has ever been possible.
Scot Chisholm - Classy Awards

Proof from the Classy Awards that Great Stories Spread

On November 7th, 2010, attendees from around the United States descended upon San Diego to recognize the top philanthropic achievements by charities, businesses, and individuals at the Classy Awards. I've always believed that the people and brands who tell the best stories win, but it's a special experience to actually see this idea in action, changing the world. The speakers in attendance were masters of narrative persuasion, inspiring me to grow a mustache and fight poverty in Africa, at the same time.

Transmedia Storytelling

Transmedia storytelling is one of those monikers that runs the risk of being added to a Bullshit Bingo card some time very soon. On the other hand it could just be the saviour of brand communications. Google it and you'll get all sorts of definitions that talk about evolving non-linear brand narratives, brand communities and deeply immersive narrative universes.