Music is a great companion to creative industry practitioners. Whether they need to hit a deadline or relax at home, they can resort to various genres of music to help create or disconnect them from the world. Marketing Magazine is working with JOOX to invite creative industry practitioners to talk about their music consumption habits and how to better leverage music in marketing.
In our second interview for the Marketers’ Music Mind series, we talk to Matteo Resta, senior regional director of OMD.
Resta tells us he is a fan of high tempo music featuring aggressive beats - in genres like punk rock, metalcore, screamo, and hard rock - because the intense tracks help him maintain concentration, keep a fast-pace, and stay highly productive.
“I like The Ramones, AC/DC, and Social Distortion. But I have Blink-182 and The Hellacopters inked on my right arm too!” Resta says.
Growing up, Resta’s first go-to device for music was the classic Sony Walkman cassette player. And experiencing the punk rock revival of the time, in 1998 he bought his first tape; the Offspring’s Americana.
However, as precious as that cassette must have been, music platforms evolve, Resta now predominantly listens to music on his laptop when he’s at work, between meetings, and on video-call breaks. On the weekends, Resta’s device of choice switches to his Google Home, where the dial turns down from 11.
“I’ve consistently been a Punk-Rock guy, but my wife tends to be a better negotiator than me and I often have to listen to her happy Salsa tunes. Despite our different tastes, music is always playing in our house and we both enjoy it,” he says.
The prevalence of modern music platforms has changed Resta’s consumption habits as well. Now, he finds it incredibly stimulating to be exposed to different music selections depending on the time of a day, the day of a week, and occasions such as breakfast or dinner time, outdoor barbeques, parties, and gatherings with friends.
“Music platforms have algorithms to learn my consumption patterns and ultimately predict the music I may be interested in. It is a great and unique feature that traditional audio devices were never able to provide. I have been able to discover new and even unknown bands and see them grow over the years,” Resta says.
Engaging target consumers in this manner has prime importance in the music streaming world. For instance, by deploying AI machine learning, JOOX has been able to understand more about its users’ habits, behaviour and preferences when listening to music. From there the platform can take the next step, by providing users with customised music streaming experiences through extras like personalised playlist recommendations and in-app notifications. All this flows into JOOX being able to leverage this data and its tech in order to help businesses build associations with music and entertainment content in order to reach specific audiences.
In addition to the listening he gets done in his leisure time, Resta also champions leveraging music in marketing. As people’s attention spans have decreased, it has gotten increasingly difficult for brands to make an impact on people’s minds. But Resta believes that brands do not need to be pessimistic about engaging customers since they will always make time for things that matter to them deeply. Resta says there are opportunities for brands to leverage music entertainment to reach out and make that connection with potential customers.
One such example he cites was in 2003 when McDonald’s struck audio gold. Banking on the success of a slogan that had gotten traction in Germany, the fast-food giant enlisted the vocal ability of Justin Timberlake and the writing talents of Pharrell Williams, Tom Batoy, Andreas Forberger, and Franco Tortora to create a piece of music. The result was “I’m Lovin’ It”, a pop song and jingle juggernaut that wormed its way into the ear canals of the entire planet. Resta says it is one of the greatest and most memorable uses of music in advertising ever.
Explaining its potency, he says, “The ad’s ‘ba da ba-ba-ba’ vocal hook has become more famous than the song itself. It serves as a textbook example of how brands can build powerful marketing assets that increase their saliency and trigger powerful brand association even without a visual ad.”
And in the streaming age, even more of those possibilities to hit people’s triggers are available to marketers. Resta says the key is to be present.
He explains, “The screenless feature of music and audio is an untapped vehicle for brands in Asia-Pacific today. Audio ads can be just as powerful as audio-visual ads in invoking emotions and making consumers feel something or shift their moods.”
Speaking on JOOX specifically, Resta says the platform differentiates itself from other streaming services by providing localised content in its key Asian markets.
“I’d consider JOOX for highly localised campaigns, rooted in local insights around entertainment patterns and trends,” he says.
Providing greater depth of local content than its worldwide competitors has indeed been a focus for JOOX, making its tech work to make the most of its massive library of over 30 million globally sourced tracks. Yet, JOOX also embraces real-world knowledge, employing local editorial teams to stay in touch with individual music scenes, going beyond the mainstream local pop hits to present new trends to users before anyone else.
And JOOX’s content is evolving beyond music streams. The platform offers karaoke, video livestreams, and the ability to interact with beloved idols and JOOX users, with material localised not only by language but with features such as voice-only mobile karaoke and video karaoke features. What’s more, JOOX has shown support for original music ideas in different markets through the launch of content marketing campaigns like “JOOX Originals”, which has so far hit Hong Kong and Malaysia, and is expected to roll this out to other regions soon. All this has contributed to JOOX earning its reputation as an easy, all-in-one advertising hub, providing unmatched access to consumers around the region.
Resta highlights another opportunity for music-based marketers during our chat; engagement and trust:
“Today, listeners are enjoying choice, a luxury that they have never had in an era that traditional radio dominated. Consumers today choose their preferred playlists and podcasts, meaning that they are more likely to pay attention to the music and podcasts.”
Lastly, as podcast consumption grows, Resta points out that brands have a chance to reach out to communities in more authentic ways. What’s more, it is easy to produce and requires “very little creative involvement and can go a long way in generating cut-through among consumers.”
For each one of our Marketers' Music Mind features, Marketing is collaborating with JOOX to produce a bespoke playlist based on our interviewee’s answers for our readers. Scan the QR code to see what we made and enjoy!
This content was sponsored by JOOX