What Are Examples of Marketing in Music?
From “I Love It” by Kanye West and Lil Pump to “Uptown Funk” by Mark Ronson ft. Bruno Mars, here are six answers to the question, “What are the best examples of marketing being used in music to promote a specific brand or product?”
- “I Love It” by Kanye West and Lil Pump
- “Left and Right” by Charlie Puth ft. Jung Kook
- “Diet Mountain Dew” by Lana Del Rey
- “Harleys in Hawaii” by Katy Perry
- “Balenciaga” by Halsey (T3NZU Remix)
- “Uptown Funk” by Mark Ronson ft. Bruno Mars
“I Love It” by Kanye West and Lil Pump
“I Love It” by Kanye West and Lil Pump is one of the best examples of innovative marketing in music. The song features an iconic ad lib “you’re such a freak, I love it” repeated throughout its duration, which seamlessly integrates into the chorus: “I love it (yeah) / She said, You’re such a freak, I love it.”
During an awards show, they performed this song while representing Adidas. This creative promotional collaboration between Adidas and Kanye West perfectly captured both audiences with its humorous flair, making “I Love It” an undeniable success. Since then, this song and its artists have become synonymous with Adidas, leaving a lasting impact on their brand.
“Left and Right” by Charlie Puth ft. Jung Kook
Charlie Puth’s “Left and Right” song featuring Jung Kook of BTS was one of the most excellent integrations of marketing in music in 2022.
In their music video, we see Charlie Puth paying the Love Doctor with the Chime debit card.
What makes this stand out is how non-disruptive and how contextually related the marketing is to the context of the song and video.
In the song, Charlie Puth consults a therapist to help him overcome memories of a past lover, and Charlie Puth pays the therapist with the Chime debit card.
Unlike other brands that seem to jump uninvited (disruptively and unrelated to the music’s theme), Chime naturally glided into the narrative, ensuring the viewers are better emotionally prepared to accept Chime’s entry and better appreciate the functionality the brand offers them in their everyday life.
“Diet Mountain Dew” by Lana Del Rey
“Diet Mountain Dew” by Lana Del Rey is a noteworthy example of product placement in music. The song references the low-calorie citrus soda in a romantic context, further promoting its image.
Although the exact impact on the brand is uncertain, the reference has likely brought more attention and recognition to “Diet Mountain Dew”.
Despite a lack of concrete evidence linking the song to increased sales, the fame of Lana Del Rey and her mention of the product has undoubtedly put the brand in the spotlight.
“Harleys in Hawaii” by Katy Perry
Katy Perry mentioned the Harley-Davidson brand in the song “Harleys in Hawaii.” The catchy song drove exposure to the brand and introduced it to a completely new demographic. Katy Perry presented the bike as a new feminist symbol, which helped Harley-Davidson find a new market. The song opened up the world of youth to the brand. Harley-Davidson also became more popular among women.
“Balenciaga” by Halsey (T3NZU Remix)
With its catchy lyrics repeating over and over, Halsey’s song “Balenciaga” is a great example of brand promotion. People will remember the song and its references to cigarettes, tiny liquor bottles, and Balenciaga, the renowned fashion house and luxury brand.
This song had a significant impact on how people perceived Balenciaga’s brand. We can see evidence of this in Google Trends data, which shows how the song affected people’s searches and conversations about the brand.
“Uptown Funk” by Mark Ronson ft. Bruno Mars
They used this 2014 Grammy-winning smash hit in a Skippy peanut butter commercial in February 2018, since the song referenced being “smoother than a fresh jar of Skippy.” To this day, I still sing that lyric when I make a PB&J. And I do indeed use Skippy. Brilliant advertising all around.
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