Music Branded Content

Abstract

In recent years, advertising has been encroaching on the spaces where consumers look for entertainment. However, increasingly demanding consumers have found ways to avoid it, which has led brands to consider new strategies in order to reach them. The branded content created by brands using the services of musical artists is generating widespread visibility. Music is highly important in the lives of consumers, as it has the power to create emotional states and is even an essential ingredient in helping the youngest consumers build their identity. Therefore, lyrics and music videos created by singers for brands as an audio-visual format are highly attractive to younger generations and have become one of the most widely viewed types of entertainment on VEVO, the world's leading video clip platform, and on YouTube as well. These platforms are helping brands use music videos for advertising content, while at the same time fostering the proliferation of brand placement.