Contributor: Trieu Tran, Strategy & Insights, Phibious Vietnam

Pepsi, Honda, Knorr, Samsung, Axe, Shopee - these brands have one thing in common; they made or sponsored at least one music video, concert or music show as a way to boost their image.

In Vietnam, music isn't just a form of entertainment; it's a branding battleground. From snack brands like Lay’s and KitKat to household names like Samsung and Panasonic, everyone's diving into the realm of music. Even unlikely players such as financial institutions (Techcombank, VPBank) and stock companies are getting in on the act. But if every brand does music, it becomes repetitive and ordinary. Too many songs, too many brands, and suddenly, it's hard to stand out. Is there a way for brands to be distinct and different?

Integrating music with brands can make a difference in winning audiences

Sound is the easiest thing to spread and tune into. You can listen while doing other things. Watching, on the other hand, needs your full focus. So, if your brand is relying on video content, you're asking for a higher level of attention from them.

Music has a way of connecting people on an emotional level. Research from Psychology in 2017 showed heightened activity in the brain areas linked to emotion and reward during the enjoyment of music.

Therefore, music does three big things for brands: it shapes how people see the brand (identity), gets people talking (buzz), and gives them something worth sharing (engagement). It helps build a strong emotional tie with the brand, makes the brand more memorable, and adds a fun element besides, yes, sales. Music helps a brand grab attention and really connect with people. If done right, it can turn regular customers into ambassadors who'll not only stick with the brand but even advocate for it.

Globally, Pepsi has a long history of teaming up with big-name artists like Michael Jackson, Madonna, and Britney Spears. They also never miss the Super Bowl Halftime show (but next year, Apple will replace Pepsi). This strategy has kept them in the spotlight and connected them with pop culture over the years.

In Vietnam, Pepsi sticks to its global game plan and puts in extra work to become a part of young people's culture - the world of rap. They backed Rap Viet, a reality show that's been a big hit in recent years.

But to make them listen, you have to listen to them first

Celebrities don’t matter

Recent research by International University - VNU HCMC showed that when evaluating the quality of an MV, survey respondents place greater emphasis on the music itself, particularly the semantic factor, than on the image of the celebrity featured in it. The essence and meaning of the music seem to hold more weight for them compared to the star's appearance or reputation.

They are constantly distracted

Here's the real deal: consumers usually don't pick up on the brands in music videos because they're often listening to music while doing other stuff. Whether they’re working, surfing the internet, doing chores, or going out, the focus isn't on watching a video and spotting brands. So, while brands might think they're getting major exposure in these videos, chances are the audience isn't paying the attention they're hoping for.

Music is sensorial

Many assume music solely engages our sense of hearing, yet it truly resonates with all five; evoking touch, scent, and visual cues. Brands often overlook this multidimensional impact, hindering their ability to fully utilize music in marketing, leading to a homogenous soundscape in Vietnam's advertising industry.

Take a hint on their IG stories

People add music into their stories to convey the emotions of the moment. This practice not only creates new contexts for music consumption but also inadvertently presents a fresh avenue for discovering new tunes beyond the typical Spotify discover playlists or YouTube recommendations.

Here’s how you can ‘remix’ your approach to music marketing

With the current shift, music marketing goes beyond just producing music videos or curating playlists on Spotify. Music holds a vast potential that extends far beyond these common practices, and brands should not confine themselves to such limited executions. By exploring the broader possibilities, brands can harness music's full power in their marketing.

Make sure it syncs to your brand

First, take a step back and ask: does your brand really need music as a platform? Just because it's a popular route doesn't mean it's the right one for you. Music might work for some, but it's not a guarantee of success for all brands. It's crucial to think about whether jumping on the music bandwagon will actually help you connect with your target audience, or if it'll just be a costly sidetrack. What you want is for music to help your brand tell a captivating story.

‘Stream’ with your audience’s interests and habits

It's worth pausing to think about your audience and their music habits. Maybe it's when they’re chilling, or walking at Nguyen Hue Street, or need something to occupy their mind. Now, ask yourself if those moments align with what your brand is about. If you sell bubble tea, and most buyers are “bánh bèo”, but your music is rock, high-energy with an edgy message, there might be a disconnection.

Keep culture on loop

Staying culturally relevant is crucial for both the music and the brand itself. Becoming part of people's lives in this way can offer long-term value. The key is to integrate your brand naturally into the lyrics without making it cringe-worthy, striking a balance that keeps your name in people's minds without turning them off. Plus, if the music connects with people's feelings, they're more likely to keep playing it, giving your brand repeated exposure.

Music isn't just about R&B, rap or Pop and big names like Truc Nhan, Duc Phuc, Hua Kim Tuyen, or Bui Cong Nam. The field is already crowded with these popular genres and artists. There are opportunities with smaller acts that still pack a punch and can engage an audience. Take 7uppercut as an example, a new punk band in Vietnam with high-energy melody and funny lyrics. Axe utilized them to connect with young men. The partnership shows that you don't need a big name to make an impact.

Press play on creativity

You don't always have to make your own music or fund an entire event. The real trick is figuring out a specific insight or mood that both your brand and your target audience share. Once nailed down, you can be creative in finding a way to make your brand really pop in the music space.

Tinder is enhancing how you can assess a potential match based on their music preferences. With the new Music Mode feature, you can now listen to a user's chosen "Anthem" song before deciding whether to swipe right or left.

In another case study from Ogilvy India & Brooke Bond Taj Mahal Tea (a UK-based Lipton-owned tea brand), they earned a Guinness World Record for the ‘Largest Environmentally Interactive Billboard’ for its out-of-home work ‘Megh Santoor.’ Each downpour triggers the strings on the billboard, playing the 'Raag Megh Malhar,' a traditional Indian melody associated with rain, performed on a stringed instrument known as a santoor.

Music alone won’t put your brand on “Top Trending”

It's key to have a plan that goes beyond just a song. Other tactics are essential to make sure people associate that music with the brand - this is where the importance of a well-planned campaign ecosystem comes into play. This could mean anything from social media ads that feature the song to O2O activation ideas to special retail promotions tied to its lyrics.

In a world filled with constant stimulation and overwhelming information, music has the ability to engage emotions and foster deep connections with brands. If done right, music has the transformative power to move people and drive brand success.