Who would’ve thought that Digitas CEO Laura Lang and produce/musician Pharrell Williams would have so much in common, but as it turns out, they both agree about something important: That the future of music on Madison Avenue is all about connecting consumers to music they are passionate about. “They use our music whenever they want,” Williams noted, about Madison Avenue’s habit of licensing recorded music for background music in commercials. “They pay for it, but they use it.” Williams, who was speaking on a panel at the Cannes Festival Of Media, seemed to be suggesting that it has been a decidedly disconnected process, and that marketers and agencies need to integrate music into brands in a more authentic way.
That’s exactly what Digitas’ Lang thinks too. She says the whole concept of advertising and branding has shifted over the past 10 year, and that “brands need to be built different.” Specifically, she said that brands can’t “talk at people,” but they need to tap into things people are passionate about, particularly music. “I think the future of these partnerships is going to be dependent on connecting to what people are passionate about, and not just putting a piece of music on a 30-second spot,” Lang explained.