3 Brands Making Noise In Toronto's Music Market
5 Minute Read
- Universal Canada and Apple Music turn to transit riders as a newly focused demographic.
- Stiegl partners with Indie88 to create a micro-level activation that creates a macro impact within the Indie market.
- Red Bull leverages 100% local and fresh talent to curate 3 day tour which showcases ultimate brand loyalty within Toronto.
Brand development with independent and mainstream artists from Toronto’s music scene has been expanding and receiving more global recognition from fans and sponsors. Brands who invest within Toronto’s loyal and supportive music market appear authentic as music sponsors and fans will be receptive to sponsor presence.
When comparing receptivity across lifestyle segments and looking specifically at “Sports Fans” and “Music Lovers” - Music Lovers are more receptive.
Music fans are not only receptive but are supportive of brands that are investing in their passions which is their love for current and emerging Toronto artists.
We sat down with Will Lohuis, one of our in-house music specialists, who is always on the pulse of the most current artists and branded activations across global music markets. When MKTG wanted to take a closer look at sponsorship within the Toronto music market, we collaborated with Will to investigate three recent branded initiatives that have taken a unique direction with their music partnerships.
Universal Canada and Apple Music turn to transit riders as a newly focused demographic.
Universal teams up with the TTC to enhance the travel experience of riders while promoting and utilizing Apple’s streaming service. TTC riders can listen to “Rush Hour” (upbeat) and “Hush Hour” (relaxing) curated playlists that emphasize hits from Universals roster of musicians.
The TTC has over 1.5 million daily users that will be exposed to this Out-of-Home campaign, and with the inevitable service disruptions public transits system face, transit focused playlists create a consistent form of entertainment for consumers to enjoy.
Stiegl partners with Indie88 to create a micro-level activation that creates a macro impact within the Indie market.
Stiegl has found their sweet spot when determining their target market and how to activate strategically within it. The beer brand has partnered with Indie radio station, Indie88 to launch “Hidden Studio Sessions”. These recorded and live streamed performances invite the best Indie musicians for “live off the floor” sessions at a hidden Toronto location which provides raw, unfiltered talent that Indie listeners know and love. Stiegl is positioning themselves as a brand that is supporting independent artists which authentically garners brand awareness and alignment with listeners (the category itself has a fast growing market share).
Red Bull leverages 100% local and fresh talent to curate 3 day tour which showcases ultimate brand loyalty within Toronto.
Red Bull partners with independent label curators and blogs to showcase appreciation for local talent in Toronto. The brand supported a 3 day, self-made tour at three downtown Toronto locations. The tour invites Toronto music-lovers to see their favourite performers live and entices them by marketing that they are “the best in delivering new music”. Consumers trust and have loyalty with the independent music blogs they follow and Red Bull is being a seen as a brand that supports their growth which consumers recognize and in turn, are more likely to take part in Red Bull’s Sound Select initiatives.
Brands who invest in emerging artists can be seen as drivers and can benefit from being early adopters.