Music has always played a huge part in the marketing of goods and services, whether it be in the form of a catchy jingle or the well-timed use of a relevant pop song. With music streaming services offering easier access to music than ever before, marketers continue to find ways to leverage our love of music through artist partnerships to build stronger emotional connections with consumers — even in the midst of the unending noise of our modern, multi-screen existence.
Here’s a good recent example. When Morton Salt set out to create their first campaign in their 168-year history, they partnered with Chicago pop/rock band OK GO, who have become more widely known for their incredibly creative music videos than for actually making good music. The result is four minutes and 12 seconds of entertaining, memorable content that provides real value to the consumer’s life. Music makes us feel, and if you can invoke feeling with your message through a song, an image or words, then you’re doing just fine.
Since we’re on the subject of music — and since that “10 albums that shaped your teenage years” meme has become a thing — I thought it would be a fun exercise to see which songs resonate with my dear coworkers. I simply asked the question: “What’s your favourite jam?” That could mean the best song of all time, or from right now. One song or a few songs.
Some cursed me for asking such a difficult question at 4PM on a Thursday. Some responded within minutes. Some questioned my proclivity for the British spelling of the word “favourite.” But the result, as you’ll see, made for a diverse yet cohesive playlist that reflects the personalities of our tribe members.
So pop those AirPods in your ears or pair up a Bluetooth speaker, and enjoy the sweet, eclectic sounds of the basement.