The Good, the Bad and the Ugly: A look at some of the latest music and brand partnerships

Music, as the cultural medium which resonates most, has long been courted by brands attempting to gain an authentic connection with their audience. For a generation that have grown to both expect and deride mismatched sponsorships, it is now more important than ever for brands to rethink how they can connect with musicians and create longstanding, culturally relevant partnerships. As innovators in this space, we have curated a list of recent partnerships by brands that are getting music right and those who are not.


Porsche Macan X Peggy Gou

Overview

Porsche teamed up with one of the most influential female DJs of the moment, Peggy Gou, to create a promotional video for their Macan range of SUV inspired by her mesmerising personality, motivations and dedication to her craft.


Our Take

Porsche is one of many automotive brands who have recently looked to musicians to remain relevant in the cultural zeitgeist and connect with today’s audience who want a closer alignment in values with their brands of choice. By collaborating with Peggy Gou, Porsche are able to emphasise an emotive commitment to perfection in design and quality just as Peggy does with her passion as a renown club DJ and successful female icon.

Louis Vuitton X Virgil Abloh X Benji B

Virgil Abloh & Benji B

Virgil Abloh & Benji B

Overview

Virgil Abloh continues to dominate the luxury fashion world in his role as Artistic Director at Louis Vuitton. Collaborating with his long-time friend and new LV Music Director Benji B, the pair recently orchestrated the musical theme for the Fall/ Winter 2019 show with an original score performed by Dev Hynes.

Our Take

Music is at the heart of his Virgil and Benji B’s re-imagination of high fashion in 21st Century. By bringing their own authentic sound into the couture stronghold, he and Benji B look to align the most relevant creatives in both scenes in order to allow Louis Vuitton to reach and inspire the most diverse public audience.


Barclaycard X Nadia Rose

Overview

In order to promote their ‘Start Today’ initiative, Barclaycard chose Nadia Rose to front their inspirational campaign as the perfect example of someone who has worked hard and achieved her dream.

Our Take

Rather than create a string of sponsored ads, Barclays gave the trailblazing Croydon MC the creative control to direct a music video in her own style. Authenticity is key to why this collaboration works so well; it is rare to see such a legacy brand allow music partners to tell a message in a way that is unique to them and reaches a young, diverse audience.

Doritos X Chance the Rapper X Backstreet Boys

Overview

Doritos created a Superbowl ad to promote their new Flamin’ Hot nacho flavour and collaborated with Chance the Rapper and iconic 90s boy band the Backstreet Boys, allowing the rapper to put a new spin on an old classic ‘I Want It That Way’.

Our Take

Apart from the slick choreography, this campaign falls flat due to a lack of cultural fit or creative brilliance. Chance is somewhat limited in applying his lyrical talent here given the brief (Hot stuff all over my nachos/Walkin’ like a taco???) and the absence of any connective tissue between himself and the Backstreet Boys is clear throughout, leaving us to think, ‘Who are Doritos targeting this to?!’.

What KRPT Would Do Differently

The ‘new take on an old classic’ is a fairly generic concept although weakly executed here. To make these campaigns really stand out, finding two acts that correlate is key. Chance is not the first thought when considering a modern day equivalent to the Backstreet Boys in terms of their music style and cultural impact so the issue is fundamental to the campaign. A brand using music partners that compliment the other, mixed with the creative license to remain authentic to their respective styles, will create a truly memorable campaign that resonates with old audiences and new.

The KRPT Approach

KRPT understands the nuances involved in using musicians and creatives to tap into specific audiences; we are ready to elevate your marketing strategy by engaging culture and helping brands to create art not ads.