How not to screw up music-based marketing | Mumbrella360 video

In this session from Mumbrella360, experts from Australia's music industry discuss how not to screw up music marketing. Hint: look at Red Bull.

The next generation of music fans are easily able to “see through the bullshit”, and are “a lot less tolerant of traditional forms of marketing or advertising”, Chris Murray, co-founder of Falcona says.

Murray makes the comments during the following Mumbrella360 session on ‘How not to screw up music-based marketing’, which you can watch in full below.

During the session, Claire Collins, co-founder Bossy Music says: “Most people are used to seeing branding now and then, but it’s not going to have any impact or connection if there’s no connection or engagement with what’s happening.

When it comes to music festivals, Collins adds: “Just having a banner up isn’t going to do anything at all, but if it’s combined with some shade, or some kind of experience that is a value-add then that’s going to be the most effective.”

According to Johann Ponniah, co-founder I OH YOU, success involves “taking a genuine interest in the culture behind the music”, which brands can achieve by hiring people who have some connection to the music industry.

The conversation then moves onto music influencers, with musician and host of Triple J’s House Party show Kristy Lee Peters pointing to her love of Nike trainers, which made her a natural fit to work with the brand.


Danny Rogers, co-founder of Laneway Festival and Lunatic Entertainment, claims that consistency is key when it comes to not sucking at music marketing. Pointing to Red Bull as an example of a brand who is doing really well at remaining consistent, he says: “Lots of people talk about ‘Oh I want to get involved in music this year’, and then the next year they don’t want to get involved… it just comes across quite insincere.”


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