Music and storytelling are powerful tools for engaging diverse audiences in marketing. They resonate universally but can also be tailored to appeal to different generational cohorts and cultural backgrounds.
Allied Global Marketing has worked on several critically and commercially successful films that showcase how music enhances storytelling in cinema, including La La Land, Black Panther, Frozen, No Time to Die, Encanto, and Top Gun: Maverick. When we integrate music into our marketing campaigns for films like these, we strive to create emotional connections, enhance brand messaging, and resonate with diverse audience segments across different generations and cultural backgrounds.
Here are five ways we effectively incorporate music and storytelling into our marketing strategies:
Utilize Diverse Musical Genres to Reflect Cultural Richness:
Music is a reflection of cultural identity. To appeal to a broad spectrum of audiences, we integrate a variety of music genres that resonate with different communities. We tailor music choices to the preferences of each demographic, but also intertwine unexpected musical styles to intrigue and attract a multicultural audience.
Example: For The Addams Family movie, we broadened the cultural audience by leveraging artists Karol G, Christina Aguilera, and Snoop Dogg. We tied their songs to the movie with press coverage and had the artists attend the premiere, generating additional excitement leading up to the release, which was a big success.
Incorporate Authentic Voices:
When featuring music and stories, authenticity is key. We involve artists and storytellers from the communities we aim to connect with. This not only lends authenticity to the narratives and music but also empowers those communities by providing a platform for their voices and art. This can mean featuring emerging multicultural artists or storytellers who can speak directly to and for their communities.
Example: We worked with artist/actor Tobe Nwigwe on two separate occasions. For Stephen Curry's documentary "Underrated," Nwigwe's song "Lil Fish, Big Pond" served as the theme. We leveraged the song and music video featuring Stephen Curry to connect with communities and diverse audiences for the film. For "Transformers: Rise of the Beast," Nwigwe's "On My Soul" featuring Nas was the theme song. To bring in the hip-hop community, we had Nwigwe do press with music outlets to build audience excitement for the movie.
Create Campaigns that Encourage User Participation:
We develop campaigns that invite audiences to share their own stories or create their own content. This builds a community around the campaign, encourages diverse expressions and interpretations, and drives deeper personal connections with the brand. This can be done via social media challenges, user-generated content contests, or interactive storytelling platforms to engage the audience actively.
Design Interactive and Immersive Experiences:
Interactive experiences such as virtual concerts, interactive music videos, or narrative-driven games can captivate users' interest more profoundly than passive listening or viewing. This approach not only heightens excitement but also feels innovative and fresh, aligning well with technically fluent younger generations and diverse global users.
Example: For Beyoncé's "Black Is King" film, we leaned into the directors, Blitz Bazawale, Joshua Kissi, Jenn Nkiri, and the below-the-line talent to create an interactive conversation around the making of the visual experience. We utilized social media and digital platforms to heighten anticipation and buzz with global communities and younger audiences.
Through these strategies, marketing campaigns can effectively resonate across generational divides and cultural distinctions, creating meaningful and engaging messages that generate excitement and brand loyalty. To learn more about how we can help connect your brand with diverse audiences through custom marketing strategies, please reach out to us here.
