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Who Is Choosing The Music Tie Ins?


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July 18, 2005

Who Is Choosing The Music Tie Ins?

David Kiley

An ad agency CEO I worked for once told me a valuable lesson about how some decisions in advertising get made. Why, I asked, would Pittsburgh-based Giant-Eagle choose a New York ad agency instead of one closer to home, such as Pittsburgh, Phili or Detroit? His answer: If you had moved from Chicago to Pittsburgh (which the marketing director had done) would you rather make an excuse to go to Detroit a couple of times a month or New York on the company's nickel?

And so I wonder sometimes about the choice of music acts in advertising these days. Take Ameriquest's link-up with The Rolling Stones concert tour. The mortgage company couldn't get the Stones to cut an ad for it, but the company created an ad that appears as if Mick Jagger and Co. did just that. Ameriquest says the big-money tie-up with the Stones tour makes sense because a lot of people buying houses and mortgages grew up with the Stones. Maybe so, but it smells a bit like the marketing execs at the company are Stones fans rather than it being a strategic stroke of marketing acumen.

Likewise, I point to Hennessey Cognac's choice of Marvin Gaye, adding the "I heard It Through The Grapevine" artist who died in 1984 to its "Never Blend In" ad series, which has featured spotlighted Miles Davis and Isaac Hayes and others. I know some of today's hip hop artists lionize Gaye and other soul artists from decades ago. But I can't help thinking Gaye's music is just seen as less threatening, and also less edgy, than some present day artists. I can't help thinking the choice was made by some fortysomething ad execs whose record collection hasn't been updated since Bush 41 was in office.

Check the Starbucks CDs they have issued? Ray Charles, Alanis Morrisette. And Albums on the company's Hear Music page: Louis Armstrong, Etta James, Elvis Costello, Van Morrison, Sly and The Family Stone. New artist Antigone Rising is the exception to that rule, though I don't find the band especially edgy or fresh. Having had the pleasure of talking to Starbuck's chairman Howard Schultz about the company's music strategy, I can't help thinking that his own taste in music plays a big role in choosing what Starbucks distributes. No problem for me, as those artists are all found in my CD collection. But when I talk to people under 30, I find that I'm lucky to know one out of ten of the acts they are listening to.

My point: That while these artists and bands have a place with my 42-year old heart, Im not sure companies who are letting their baby-bbom marketing execs call the music shots are getting the most up-to-date perspective when it comes to reaching a younger audience.

05:29 PM

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Tracked on July 19, 2005 09:25 AM

as far as the starbucks music goes, maybe so... but lots (most? almost all?) of us under 30 are downloading music from the internet (legally or illegally) and/or finding out about music from our friends, not waiting for starbucks to tell us what music to listen to.

so maybe howard schultz does know more about the people who want to buy cds at starbucks.

Posted by: amanda at July 18, 2005 06:04 PM

There was a small, family-owned pesticide/insecticide company in a suburb of Mpls. that hired Fallon (back when it had three founders names), the hot agency (agency of the year). Who did they use for talent, and where did they shot the first commercial...John Kleese, London. And it wasn't that good. Total rip-off of a small client.

Posted by: PXLated at July 18, 2005 07:11 PM

The thing about Starbucks is that on some of the Hear Music compilations, available only at their locations, you have many up and coming artists such as M.Ward. Their Valentine's CD and Love Songs in particular merge the older-gen artists with rising talent. Also, in many stores they're stocking Amos Lee and Coldplay for the younger audience.

Posted by: HBoyes at July 20, 2005 08:18 PM

Please check out Starbies' compilation CD's which have a ton of great young (up and coming) artists covering great songs or doing acoustic versions of their own. M.Ward's cover of Pete Townshend's "Let my love open the door" is one of my favorite songs b/c of a Hear Music album.

Posted by: HBoyes at July 21, 2005 05:57 PM

Does no one else see the total insensitivity of the Hennessey ad, tying alcohol to a man that didn't just die. He was murdered by his alcoholic Father.

Posted by: Melvin Mudgett-Price at November 22, 2005 04:16 PM


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