Remake, Remodel: The Evolution Of The Record Label

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Black Eyed Peas
Undoubtedly the major global act most open to partnerships and sponsorship deals,
Black Eyed Peas have put their name (as individual members and as a group) to a
dizzying collection of brands. These include Pepsi, BlackBerry, Levi’s, Coors, Honda,
Verizon, Samsung, Intel and Bacardi and this prompted the Wall Street Journal to refer
to them as “the most corporate band in America” 12 .
Girls Aloud
Following in the footsteps of the Spice Girls in more ways than one, Girls Aloud freely
put their names and faces to an enormous amount of products in their lifetime. These
include Sunsilk, Samsung, Nintendo DS and Kit Kat. Band members have individually
endorsed numerous products, most notably Cheryl Cole (Coke Zero, L'Oréal), Kimberley
Walsh (New Look, Schwarzkopf) and Sarah Harding (Ultimo underwear).
The Saturdays
And following Girls Aloud, The Saturdays have a “can do” approach to brand
endorsements. These include Veet, Virgin Mobile and the RARE fashion line.
Groove Armada
Simultaneously the most famous and infamous music and brand partnership to date, in
March 2008 Groove Armada signed a 12-month deal with drinks brand Bacardi that was
hailed at the time as indicative of the post-label new brand economy. The band, out of
contract with Sony BMG, signed with the drinks company to front a number of its events
around the world and released a four-track EP as part of the agreement. Groove Armada
had previously allowed their ‘I See you Baby’ track to be used in an ad for Renault
Megane. The deal with Bacardi was not renewed after a year, prompting suggestions
that it had not been as successful for both sides as anticipated.
Duffy
After a careful build around her debut album, the Welsh singer signed an endorsement
deal with Diet Coke in February 2009. In the TV ad, she was filmed cycling out of a venue
and through a supermarket, singing all the while, to get her carbonated drink of choice.
A number of branding experts believe that ad had such a negative impact on her public
profile and perception that her career was irreparably damaged as a result.
Retail: re-model
In the physical world which still provides around three-quarters of retail turnover to
labels 13 , maximising the profile of an act or an album in-store is all still part of the
marketing mix.
The ability of a label to get the most from that relationship – and so benefit its artists – is
a competitive advantage, particularly in the mass market mainstream area which is
dominated by supermarkets and non-specialists.
12 The Most Corporate Band In America, Wall Street Journal, Apr 2010 – last accessed 09.05.11
13 IFPI 2011
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