Category: Entertainment


Variety: NFL Gets its Anthems In Order; Music Deal with Banshee to Provide Songs for Teams

Filed Under: Entertainment, Music, Sports by Laura Gainor — Leave a comment
January 26, 2012

Published on Variety on January 26, 2012 by Andrew Barker 

Darius Rucker will perform during the Super Bowl as the NFL moves to integrate more music into its activities.Darius Rucker will perform during the Super Bowl as the NFL moves to integrate more music into its activities.

 

Befitting its status as not only the most-watched annual sporting event but also perhaps the sporting event most watched by non-sports fans, next week’s Super Bowl will feature plenty of music to keep pigskin-averse viewers pacified. Garnering most of the headlines will be Madonna‘s halftime appearance, but Kelly Clarkson, Nicki Minaj, Blake Shelton and Miranda Lambert are all scheduled to perform during the broadcast as well. Alongside the more obvious headliners, however, will be original football-themed songs from Darius Rucker, Sammy Hagar, Jordin Sparks and others that will be prominently peppered throughout both the Jan. 29 Pro Bowl and Feb. 5 Super Bowl broadcasts on NBC. While they may go relatively unnoticed amid the hoopla, these tunes are early products of an innovative new deal between the National Football League and Banshee Music, a Wisconsin-based music offshoot of the GMR Marketing agency that is in the process of creating new, proprietary music for teams across the league.

Banshee’s pro football dealings started when the agency developed a new kickoff song for its hometown Green Bay Packers in 2009 and subsequently expanded to commission original songs for the Dallas Cowboys, Atlanta Falcons and Carolina Panthers. At the beginning of this current season, the company signed a multi-year deal with the NFL and released a five-song digital EP of original music.

“The partnership launched in the fall, so time wasn’t really on our side,” said John Canaday, Banshee’s VP of sports marketing. But by the start of the 2012-13 season, the company is hoping to have produced original, proprietary songs for each of the league’s 32 teams.

The close integration of pop music and professional sports is nothing new. European pop stars have long notched hits with fight songs for local soccer teams, and rapper Wiz Khalifa landed a surprise No. 1 single in 2010 with his Pittsburgh Steelers ode “Black and Yellow.” Labels have been in the mix as well, with Atlantic Records last year pairing with ESPN to cross-promote its new artists on NCAA football broadcasts. (Then there’s the tens of thousands of dollars each NFL team pays per year to license existing music for stadium play and promotions.) But the Banshee deal would make teams not only commissioners but also partial owners of their own particular anthems, thereby enabling greater cross-promotional opportunities.

“A team might play AC/DC in the stadium after every touchdown, and that’s fine,” Canaday noted. “But then when you put together a highlight reel afterward, you have to use stock music because you don’t have the licenses.” Under the Banshee deal, Canaday said, “Teams become equity partners in these songs moving forward” and could control usage of a song from stadium plays to webcasts and promotional videos without worrying about licensing.

(As Canaday noted, World Wrestling Entertainment has been ahead of the curve in this regard, having operated its own record label for years. But this is a first for any of the big four professional sports leagues in the U.S.)

Under the agreement, teams and artists share in revenue participation, while Banshee strikes licensing deals and administers rights. While nothing has been agreed upon yet, Canaday said the company is in talks with videogame giant Electronic Arts, developer of the annual “Madden NFL” franchise, to license its official songs within the game.

Songs are largely written and produced inhouse, and in choosing artists to perform them, the agency tends to seek out performers with some connection to the team. (Atlanta natives Sevendust were recruited for a Falcons anthem, for example.) However, Canaday noted: “A good song is a good song. Something that works for the Chargers could probably work elsewhere too.”

In addition to the NFL, Banshee has produced music for NCAA teams such as Louisiana State U. and the U. of Texas, as well as the Kentucky Derby. But for now, the focus is a league-wide rollout across the NFL.

“The priority is getting ahead of the next season,” Canaday said.

Contact the Variety newsroom at news@variety.com

 

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Music Festival Partnerships: All Access Pass To General Admission

Filed Under: Entertainment, Lifestyle by Ryan Heuser — Leave a comment
December 13, 2010

It’s true that in our world of music and sports-based brand marketing we, the marketers, regularly find ourselves in the right place at the right time. We’re backstage, behind the scenes and in the suites, rubbing elbows and shaking hands. It’s not by chance that we end up in these exclusive settings; we’re there because it’s comfortable, convenient and, subsequently, the place where business gets done.

VIP access is a regular part of what we do. It elevates spirits, reduces stress and generates a sense of accomplishment. Access makes our lives easier and because of this we tend to develop loyalties to those who provide it. Consumers at events feel the same way and are influenced by accommodation; they just don’t always have the access. By re-thinking sponsorship activation, brands can enhance the experience and begin building brand-consumer partnerships.

Festival goers upload, print or share their Rock Star photography thanks to Canon's Photo Pit.

Over the last year, I attended eight major U.S. music festivals. Each festival showcased a unique line-up of artists that essentially defined the personality of the event. The bands attract the fans that make up the demographic and build the culture. With this definition of demographic comes brand partnership opportunities. By understanding your consumers and knowing their preferred style of music, it’s easy to look at festival lineups and know where the brand should be. The less obvious solution is figuring out how to connect with them while they’re on-site.

How can your brand cut through the clutter of what’s already happening on the grounds? You used to be able to rely on credibility achieved through association. You would sponsor a stage, secure the best signage locations, get your logo on the ticket stub or on the website. This was effective (think music sheds in 90’s and early 2000’s), but then music fans became immune and branded collateral faded into the background and out of their physical and mental line of vision. Today, these “assets” are perceived as nothing more than clutter disrupting the consumer’s music escape. I would like to think festival goers take into consideration that many of these fests are only happening because of the brands on the signs but that’s not the case. Consumers are in search of an escape from everyday chaos and clutter. They’ve worked hard to buy multi-day passes and they want to be catered to, not sold. The opportunity for brands at music festivals is to help upgrade consumers’ festival experience and provide access to perks that wouldn’t otherwise be available.

As I walked the grounds of each festival I paid close attention to brand presence (or lack thereof) and the consumer response to it. I wanted to see what brands were truly blending into the environment and enhancing consumer experience. I learned that brands have to be creative and customize brand experiences to speak directly to each culture and embrace the surroundings and personality of each unique festival. No two are exactly the same nor should a brand’s activation be. Some brands get it while others are still spending millions replacing faded, antiquated signs.

Consumers escape the heat for an air conditioned performance at the fuse Take A Pause Lounge.

The festivals that work with brands to customize activity and help build rich experiences are the ones whose numbers continue to grow. They’re growing because their brand partners are attracting consumers to their footprint, hitting their numbers and renewing year after year. Whether it’s a backstage pass, a free taxi ride or exclusive on-line content, consumers are acknowledging that brands are making their experience better. With this acknowledgment comes brand loyalty and brand-consumer partnerships are born.

For more information and additional insights on brand activation at these festivals or to talk about festival activation for your brand, email me at rheuser@gmrmarketing.com

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Music 20×20 at SXSW

Filed Under: Entertainment by Ryan Heuser — Leave a comment
March 31, 2010

Music 20X20, which was hosted by GMR Marketing and the South By Southwest music conference on March 18 in Austin, Tex., brought together 20 brand-marketing executives and 20 music industry leaders for a first-of-its-kind music marketing workshop. For highlights of the day’s events, check out this video.

Music 20X20 coincides with the debut of GMR Marketing’s Ignition Sessions at www.gmrmarketing.com. The Ignition Sessions are a unique blend of great music by a wide array of musicians and insightful discussion about the business side of an ever-changing industry. Visitors to GMR’s soundstage perform a handful of songs before sitting down for one-on-one interviews primarily dealing with how they approach marketing themselves and their music, marketing with brands and the best ways to reach their fans. The interviews offer intriguing perspectives from an artist’s point of view on the business side of music and the evolving forms of social media.

For more information, please contact Steve Knill: sknill@gmrmarketing.com

Igntion Sessions

Branding together
GMR Marketing’s “Ignition Sessions” are a unique blend of great music and insightful discussion about brands and bands. Visitors to GMR’s soundstage share their music and perspective on marketing themselves and engaging their fans. Check out GMR’s Ignition Sessions here.

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