Authenticity – the key to great music and brand partnerships
We met up with Boiler Room’s Blaise Belville at Protein’s Music Forum where key themes such as authenticity were explored.| January 30th, 2015
A packed, steamy room in Shoreditch was the scene for the latest edition of Protein‘s Forum, which this month was based around ‘music disruption.’
The event was framed around three key factors that disrupted the traditional music industry as we used to know it:
- Engagement: With platforms such as Vevo, Boiler Room and entities such as the ICA figuring out new ways of making music more visual, consumers now expect to consume music through their eyes which is why artists’ music videos remain relevant in a ‘post-MTV’ world.
- Accessibility: Like any means of content in the present day, we expect to access music at any time of the day and through any device we want – which is why streaming is quickly surpassing music ownership.
- Experience: Consumers used to buy products, then they shifted to services and now they want to consume experiences. This couldn’t be more true for the music genre where audiences want to have a physical connection with their favourite artists and fellow fans.
What if those three elements could be combined into one music format? This, and the task of documenting the London underground scene, was the mission Boiler Room founder Blaise Belville set himself.
Blaise mentioned a series of realities and content principles which we felt in tune with us here at MediaCom Beyond Advertising:
- In the digital landscape, audiences are fragmented and this manifests itself in niche pockets of interest and music genres which are the ones Boiler Room taps into.
- They felt compelled to keep an archive of the London music scene for the future generations, acquiring the role MTV had in the 90s where they not only were documenting but curating the best music acts.
- Millenials are constantly connected 24/7, they yearn for exhilarating experiences, even if they are portrayed digitally – as long as it’s compelling enough so they “feel like they are there.”
However, the key principle by which Boiler Room guides itself is authenticity. Their purpose is to bring the underground to the masses which is why they showcase artists who don’t have a platform.
They also allow them to create their sessions with creative freedom and finally the brand partners Boiler Room works with (including Ray Ban, Red Stripe and Red Bull) are carefully selected. Their audiences need to be the same as Boiler Room’s and, more importantly, they need to be ready to work on a partnership basis.
“We strengthen our relationship with 6 or 7 partners year on year to develop our creative platforms together,” said Belville.
This chimes true with our MBA offering where, for example, as a response to Bose’s brief of promoting their new True Sound™ headphones aimed at a younger audience, we worked in partnership with Universal Music to create an experience with critically acclaimed artist Ella Eyre, rather than just attach the brand to a mainstream pop act.
Boiler Room are constantly reacting to new trends and the hottest music acts – something that’s inspiring and completely in-tune with MBA’s desire for music and brand partnerships to be authentic and compelling.
Contact our Head of Events & Brand Partnerships, Emma Mainoo, to find out how MediaCom Beyond Advertising can create authentic events and content for your brand