Brand spend on music hits £100m, but does it damage the artist’s integrity?

Both sides benefit when it works, yet there's substantial risk involved for the artist if it doesn't...

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Posted 13th November 2013 in Features & Reviews, Lana Del Rey | By Martin Davies
Brand spend on music hits £100m, but does it damage the artist’s integrity?

Spending on music by brands has increased by 6.09 per cent (%) from 2011 to over £100m in 2012, according to a new report from PRS for music and FRUKT. Spending is cut into six categories, Live Music Sponsorship, Event Creation, Artist Endorsement, Digital, TV & Advertising Support. The more significant gains are being made in Event Creation (up 22.39 per cent), Artist Endorsement (up 32.85 per cent) and Digital (up 16.78 per cent).

Here’s a question…
It’s clear that brands crave the equity that artists can bring, but do these partnerships always work? Can it diminish the equity of the artist's own brand? And more importantly, does it damage the artist's integrity when it doesn't work?

Hit: H&M and Lana Del Rey
It was a simple but well executed partnership. Lana modelled for H&M, both sides were given exposure at a relatively quiet time, and H&M sold a lot of clothes.

Miss: O2 and Lady Gaga
O2 teamed up with Lady Gaga to give O2 customers early access to her new album ARTPOP. It was a strong idea in theory, but it ran into problems immediately when her album leaked online a week early. O2's proposition became a little redundant.

Maybe: Smirnoff and Madonna
Madge and the vodka brand teamed up to offer exclusive Madonna content on Facebook. It’s all a bit clunky and distant, but the pairing seems right.

Tell us which artist and brand partnerships worked and ones where they should have thought twice.

Original data report.