This panel discussion, held during BMIM x ADE 2024, featured three guests: Jefferson Osei, co-founding director & co-owner of Daily Paper, Rebecca Jolly, Head of Studio and Chief Commercial Officer of Wax Poetics, and Tony Arthy, founder and director of Worn Out Creative. The conversation centered around the intersection of music and brands, with a focus on how brands can effectively collaborate with artists. Amber Roner moderated the panel, bringing in her twenty years of experience as a freelance presenter and multimedia journalist.
The five biggest take-aways
During this panel, we explored the collaboration between music and brands. Whether you were a fan of iconic jingles or curious about creating something unique, we uncovered how the right song could elevate a brand to new heights. These are the five biggest take-aways from this session.
The importance of Music for Brands
Jefferson Osei shared the story of how Daily Paper started years ago during the Tumblr era, focusing on the Amsterdam lifestyle and eventually evolving into a brand that incorporates music, sports, and fashion. ‘Daily Paper started as a blog’, Osei reveals. ‘Equivalent to today’s vloggers, we tried to showcase Amsterdam’s lifestyle, inspired by blogs from New York, and Los Angeles. We felt that was lacking and missing in Europe, and took it upon ourselves to do so as a collective.’
Music and fashion go hand in hand, organically.
Music was always a pillar of that blog, so the first major collaboration came along quickly: a campaign with Yellow Claw. ‘We launched a merchandise line called Blood for Mercy, and we collaborated with a lot of local hip-hop artists shortly after. Music and fashion go hand in hand, organically.’ Osei explains how they met people by travelling loads, and visited many events hosted by artists, something he shares as advice for musicians as well.
Rebecca Jolly was invited to discuss her influential her book, ‘How Music Grows Brands’, highlighting the significance of music as a cultural passion point that can help brands connect with their audience. She emphasised the need for brands to understand the music world and navigate its complexities to create successful partnerships. ‘I can remember there definitely was a point where I understood that the brands world and music world should come together, because they could greatly benefit each other. When I started working for ID&T almost twenty years ago, I managed partnerships and realised how much brands and music can add value to both sides. You just have to see it.’
I can remember there definitely was a point where I understood that the brands world and music world should come together, because they could greatly benefit each other.
Authenticity in Brand-Artist Collaborations
Jefferson Osei stressed the importance of authenticity in collaborations, citing Daily Paper’s organic connections with artists and the brand’s focus on staying true to its values and DNA. Rebecca Jolly added that brands should invest in artists and their creative vision, rather than imposing their own, to create meaningful partnerships.
Challenges in Brand-Artist Collaborations
Tony Arthy shared an example of a failed collaboration between a high-profile fashion brand and an artist, highlighting the challenges that can arise when brands try to force a partnership that doesn’t feel authentic, stressing the importance of staying true to yourself. ‘When companies stop being themselves and try to go bigger, talent gets overlooked. Picking the right talent matters over picking major names.’ Rebecca Jolly noted that brands often struggle to understand the music world and may rely too heavily on metrics like follower count, rather than focusing on the artist’s creative vision and authenticity, something she stands by.
When companies stop being themselves and try to go bigger, talent gets overlooked.
Jefferson Osei emphasised the need for brands to look beyond quantifiable metrics and focus on cultural relevance and authenticity when collaborating with artists. ‘Your audience will always look at if the thing you’re saying is actually you. Everything you do needs to fit your company DNA or your ethos. That’s how you keep things interesting.’
Prioritise creativity and cultural relevance
The discussion concluded with an emphasis on the shifting landscape of brand-artist collaborations, with a growing recognition of the importance of authenticity and investing in emerging artists. The panel encouraged brands to prioritise creativity and cultural relevance over purely quantifiable metrics, and to approach collaborations with a focus on mutual benefit and respect. Tony Arthy: ‘It’s not about getting as many eyeballs on the campaign as possible. Invest in the future of music, instead of labelling something that already exists.’