The Sound Message – Music in your Marketing Mix

Jul. 14th 2010 11:30am - 1:00pm Beginner - Intermediate
A Zoom Event!

In a world of overload, of seemingly infinite choices, of more noise than signal, emotion is in the driver’s seat. There is little room for error when targeting the senses, and emotional currency is king. If you’re building a brand and want a desired action; sight, sound, or smell are often your best tools. If you want to move an audience to buy movie tickets, go see a band live, buy an iPad, or use a ‘new & improved’ fabric softener, you need to tickle the right senses with the right feather. Music is everywhere. TV, film, commercials, supermarkets, airports, department stores… you name it, music is the magic blanket carrying the golden message. Have you ever wondered why it isn’t always immediately noticeable? Subtlety can be your ace in the hand when using music to communicate. If used properly, it can literally make your brand worth listening to.

                         
Don Kline, an EMU graduate with a degree in music & marketing, finds himself lucky to have a career that allows him to bridge the two. As a composer, multi-instrumentalist, producer, and music supervisor for the company he launched in 2006, 8 Box Music, and marketing director for Ann Arbor-based music booking agency Fleming Artists; Don’s biggest reward comes from seeing a song connect with an audience.

Being a singer who has performed in places like Carnegie Hall, the Vatican, the Michigan Theater, and the Blind Pig, his familiarity with stage and studio helps him empathize with artists’ needs. Working as a music editor, booking agent, and tour manager; and producing, recording, and touring with artists like Jesus Jones, The Faint, Chris Connelly, Kill Hannah, and Rasputina, has given him the business instincts needed to balance creative brainstorming with informed decisions. Whether helping an artist engage fans through social media, working as a music supervisor on feature film, or composing a jingle; Don’s goal is to let the music evolve naturally while fitting a message.

 

Check out Don’s slidedeck:

The Sound Message – Music In Marketing For La2 M, Don Kline, July 2010

And view the video of Don’s session below: