Background: Matching of artists and brands

Many intermediaries work with an artist profile. Within this profile the emphasis is put on core values, target group, USP’s, distribution and communication surrounding an artist. According to the intermediaries this model represents the DNA of an artist, which is subsequently matched with the DNA of brands or organizations. With this model the intermediaries claim to be able to search accurately for successful matches. But, since we entered the digital era, this method seems to be at its end.

Many people profile themselves these days online through social networks as Facebook and Twitter. More and more brands and artists work with online profiles so they can move onward in the march of civilization. Although the profiling gets a high score among brands and artists, they still mostly use social media to publish their own content. Brands try to sell their products or services to clients and artists offer their music and performance data. Both obviously agree that publishing content is important for their profile.

Constant need

These days social networks can’t be wished away anymore from the lives of youngsters. Young people use social media to stay up-to-date with the lives of peers and to profile themselves. They feel the constant need to check messages and updates. ‘What are others doing?’, ‘Am I missing something?’, ‘Has my Facebook status been liked?’ A life without social media and smartphones is almost unthinkable for this group. They use it to contact peers and to present themselves towards others. On the other hand, they indicate what brands they ‘like’ and they ‘communicate’ about the fact if other brands are done or not done.

Social networks

The matching of artists with brands can be done in a different, but much more accurate way. Namely via the social network, following followers of an artist. By checking which brands have their special attention, which specific brands they follow and about what brands in particular they communicate.  

Matching model

Jibe Company and DDMCA developed a matching model that’s based on data of Rankingz and Social Brand Builder. This tool opens the possibility to match artists and brands by ‘listening’ to the different social networks. The graphic below was presented during the event Dance & Brands at ADE 2014 and shows a topical with real data of Martin Garrix, the present #4 DJ of the world and the fastest climber within Rankingz. To reach this conclusion, during two weeks was monitored which brands are closest to the artist in the product groups automotive, food & beverage, fast moving consumer goods and fashion.

Brand Matching Martin Garrix

Graphic

Seat, Opel, Heineken, Budweiser, Zara, H&M, McDonalds and KFC are only a few examples, taken from a wide variety of brands. Matters of interest were the amount of overlap in engagements and followers. The closer in the graphic a brand gets to Martin Garrix – in the centre – the bigger the overlap. Herewith you could say that the closest brand would be the most interesting for cooperation.

With this matching model taking strategic decisions becomes easier, as well as executing the cooperation between artists and brands. The model also applies to festivals and events, as well as to brands looking for a match with a specific artist in a particular genre.

* Questions about brand matching based on data? Please contact: denis.doeland@ddmca.com

Photo: Ultra Music Festival

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  • EDM and the Digital Domain

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