Name That Tune: But Can you Name the Artist?

Posted on November 30th, 2007 by aubrey.anderson@leoburnett.com

Name That Tune: But Can you Name the Artist?

In the December edition of MarketSquare: The deconstruction of the album and what it means for artists and brands.

CHICAGO, IL November 29, 2007

Leo Burnett’s December edition of MarketSquare will be broadcast at 9 am CST on Monday, December 3rd.  The live show can be heard on www.webmasterradio.fm, or you can listen to the podcast at your leisure.

 

So much has happened in the music industry over the last 10 years, from Napster, the launch of iTunes, digital file sharing via social networks, and everything in between. All these phenomena have changed the role that the music industry has played in people’s lives and the way that artists distribute their music and interact with brands.

 
The role that labels used to play—from identifying artists to providing capital, technology, distribution, marketing, venue and even audience—has changed in recent years.
 
Marc Landsberg, global corporate strategist at Leo Burnett and president of Arc Worldwide, moderates a discussion with:
·          Jorgen Larsen, former chairman and CEO of Universal Music International and chairman of iLoop Mobile;
·          GLC, a hip-hop artist with a positive message who tours with Kanye West;
·          Matt MacKelkan, an independent artist getting fame up and down the East Coast;
·          Part-time Leo Burnett music producer Eric Sheinkop, who at 25 has already launched his own music company, Bandit Productions.
 
Click on the full 60-minute program or minute-long snippets to hear insights on:
1.     The deconstruction of the album
2.     Why it’s cool for artists to sell out
3.     Radiohead: giving away the online store
4.     Exposure vs. economics
5.     Music on social networks
MULTIMEDIA ELEMENTS
QUOTES

“From Leo Burnett’s perspective, we want to make sure that we find the right role that music can play in that brand and in that brand audience’s life. There are many brands for whom associations with music are incidental and others for whom associations with music are fundamental. I think understanding the differences and the ways we can create the right association in a way that both matters to individuals and matters to the brands is the ultimate challenge and, equally, the ultimate opportunity.”
-Marc Landsberg, global corporate strategist at Leo Burnett and president of Arc Worldwide
 
“Artists have to go elsewhere if they’re not going to get signed right away, which is a catch-22 because to get signed you have to prove yourself in the marketplace. You’re not getting signed on potential anymore. You’re getting signed on proven success, and the only way to get any money to fund artistic ventures in music is through partnering with brands and getting endorsements and sponsorships.”
-Eric Sheinkop, founder and CEO, Bandit Productions
 
“The industry still plays a very major role in finding, financing, recording and promoting all these artists. But the industry can afford to do slightly less than it could before and that has effected the number of artists being signed and perhaps the promotional budgets being put behind each individual release, which in turn has an effect on what an artist does when he doesn’t get signed. He has to go somewhere else perhaps.”  
-Jorgen Larsen, former chairman and CEO of Universal Music International who is now chairman of iLoop Mobile 
 
“It’s turned into something that’s almost a necessity for an indie artist to get some sort of help from companies—big or small—to keep you on the road and help get your name out there because there’s limited money coming in on shows and so many bands coming in and out and selling CDs. Now you need to be able to get your name out there and make some money when you’re not playing shows, so marketing with brands is very integral, I think, to the success of an up-and-coming artist, not only to get your name out there but to help fund staying on the road.”
-Matt MacKelcan
 
“Well, with my brand – basically I come from what people would say is a negative background. I came from an urban community where there was poverty, gang violence and so much negativity around me. Hip-hop was an outlet for me and it was a way out, so therefore, with my music, I try my best not to glorify the negativity that surrounded me but just the hope and the will to win, and the fact that you can go from working in the mall or being out on the streets and hustling and this and that to being at the Grammy’s and to traveling all across the world. I have a passport and I’ve traveled all over the world without even having to join the army.”
-GLC

About Leo Burnett Worldwide
Leo Burnett Worldwide, comprising the Leo Burnett brand agency and marketing partner Arc Worldwide, is one of the world’s largest agency networks and a subsidiary of Publicis Groupe (www.publicisgroupe.com), the world’s fourth-largest communications company. LBW holds people at the center of its strategic thinking, technological innovation and creative ideas, focusing first and foremost on human behavior before attempting to tell a brand’s story.
 
With this approach, LBW ensures that people who buy into client brands believe in them all the more. With expertise in mass advertising and digital, promotional and retail marketing, LBW partners with blue-chip clients such as The Coca-Cola Company, Diageo, McDonald’s and Procter & Gamble. The company has won more advertising awards for campaign effectiveness than any other agency in the last six years in the U.S., has been heralded as a “pioneer on the frontier of marketing”, and continues to be ranked as one of the world’s top five creatively awarded networks worldwide.
 
About WebmasterRadio.FM
WebmasterRadio.FM lifts the “veiled curtain” of the Internet, bringing the business community together through an interactive radio network. Its listeners are a global group comprised of everyone from corporate executives and decision makers to small and mid-sized businesses and individual entrepreneurs. WebmasterRadio.FM’s stellar line-up of radio programming includes “CoverStory” with Joe Beaulaurier of PRWeb, WebmasterRadio.FM’s official newswire; “The Hook with Katie Kempner” with Katie Kempner, Vice President of Crispin Porter + Bogusky; “The Daily SearchCast” featuring search authority Danny Sullivan of SearchEngineLand.com; and more. To tune into WebmasterRadio.FM’s live content or check out the show lineup, please visit www.WebmasterRadio.FM.

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