Branded bands?

Last night I embarked on a fevered trek to that free Radiohead gig at Rough Trade on Brick Lane. Of course I was 12 hours too late and didn't catch a thing, there was a wristband situation and lots of squishing and confusion! The ambience was spot on though and I went home feeling like I had achieved something, when I had actually stood in a street for an hour and a half! God bless word-of-mouth!

So this morning as I was searching 6 music for some sort of video report of the evening, I stumbled across a highly intriguing and apt article for my blog.

EMI are pondering the idea of brands becoming more closely involved with bands. In the US, rappers Jay Z and P Diddy have launched their own fragrances and clothing and what not, proving that branded associations are lucrative. However, saying that, we're talking about their own brands - which have presumably a great deal personal values to them in common with the artist naturally!

But when we think of brands and bands independently coming together, like in sponsorship, the values, mission and vision has to be spot on. It isn't going to work if there isn't that almost cultural 'fit'.

Saying that however, music festivals, gigs and other music events work well with sponsors, Carling being a huge name sponsoring the music industry. Here though, the recipient of the sponsorship is an intangible event. Whereas if a band was being sponsored, part of the band's 'brand' is not only musical, cultural influences and values and visions of that sense, but also the personalities and drive of the people that make up the band. This would be a lot more personal than typical sponsorship activity.

Particularly if you consider bands from the indie circuit who have moved to a bigger label through popularity rather than choice. They may already feel that their indie credentials are being compromised and a branded association may just prove to be the final straw. Then again, if bands want to remain independent, they probably would never join a big label - but anyway!

I think that this idea is a lot more complex than EMI are giving credit for and it could potentially prove to be a fantastic revenue stream and awareness driver, particularly amongst that elusive youth audience, yet this would require very careful consideration from everyone involved.