Concerts are about more than music. The pulsing rhythm of the bass, the crowd’s energy – all these elements immerse the audience in an experience. Artists tour to connect with fans, aiming to boost music sales and streams. However, challenges exist. As seen in the recent war for Taylor Swift tickets, reaching every fan worldwide is difficult. The rise of streaming platforms like Spotify further complicates engagement. Artists must now compete to stand out.
Enter the collaboration between Spotify and South Korean pop group NewJeans. To promote their sophomore EP, “Get UP,” they combined exclusive content and digital experiences with physical pop-ups. The result? A bridge between virtual and real-world engagement.
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The collaboration included a vacation-themed Bunnyland pop-up and Spotibuninis – giant rabbits with headphones – at malls in Jakarta and Manila. An algorithm capped off the experience by suggesting playlists curated for each member of NewJeans.
Marketers often grapple with how to market music effectively. The immersive collaboration between Spotify and NewJeans reveals that Gen Z craves novel, multi-sensorial content.
Ryan Dickinson, creative director at MassiveMusic Singapore, believes in the power of real-world experiences. He says people value tangible, new, multi-sensorial experiences that appeal on different levels.
Luke Simkins, group creative director at MBCS, agrees. To him, big, immersive experiences drive hype and attract crowds. Young people want to be part of something big and share it on social media.
Marketing music poses unique challenges. According to Justian Edwin, co-founder of Katch, music’s short promotional period requires quick, effective engagement. Failure means waiting for the next release to rebound.
Intimacy is crucial when marketing music. Immersive experiences succeed by selling feelings, not just sounds. Marketers need to consider how the community feels about the music and the artist.
NewJeans didn’t just sell an EP; they sold an experience. Edwin emphasizes intimacy to connect fans and artists. In the demanding music market, the Gen Z demographic especially seeks intimacy. They want to experience, love, and connect with artists in different ways. Immersive campaigns fill this need. The Spotify and NewJeans collaboration is a lesson in engagement, revealing a path to resonate with modern consumers, especially Gen Z.
This news is based on Marketing Interactive.
