Music

Professor Simon Chadwick

Posted: May 26, 2018

A SHORT GUIDE TO FOLLOWING – MUSIC

WHAT IT IS

Music is: the tracks used by brands (which includes sponsors, ambushers, television channels, social media platforms, athletes et al.) during the World Cup to communicate who they are, what they do, what they are selling, what they stand for, and so forth.

WHY IT IS IMPORTANT

Nike’s use of the 1970’s track ‘Hocus Pocus’ by Dutch ‘prog rock’ band Focus, during the 2010 World Cup, was paradoxically both compelling and unfathomable. More recently, France’s Paul Pogba and British rapper Stormzy appeared together in Adidas generated social media content that went viral. Rapper’s Dave and A.J. Tracey have similarly appeared together in a video where Paris Saint Germain and Nike are heavily featured. Meanwhile, UEFA’s use of ‘Zadok the Priest’ (an 18th century anthem) to accompany its marketing of the Champions League, has drawn some scorn. This summer, music will be a hot topic: 1) because there is a growing recognition, especially in the context of proliferating social media use, that music is a key element in branding, marketing and the more general communication of key messages ; 2) because some brands will inevitably get their music selection, which is likely to impact upon their commercial performance during one of the most important commercial periods for them.

SOME QUESTIONS TO ASK

Which music will be used to soundtrack which brands, and what feelings will this be intended to evoke?

Who or what will be the target markets for the music used during the tournament, and what will this tell us more broadly about brand strategy?

Which brands will win and which will lose the music battle?

SOMETHING TO READ

Brazil, music and football – an inseparable communication unit? http://globe-one.com/brazil-music-and-football-an-inseparable-communication-unit-6019/

By sticking to stereotypes Brazil is missing its chance to rebrand https://theconversation.com/by-sticking-to-stereotypes-brazil-is-missing-its-chance-to-rebrand-27412

How the Pogba-Stormzy video created a space race in player announcements https://www.sportbusiness.com/sportbusiness-international/opinion-how-pogba-stormzy-video-created-space-race-player-announcements

Win when you’re singing | Why music needs to be more than an afterthought for sport https://www.sportbusiness.com/sportbusiness-international/win-when-youre-singing-why-music-needs-be-more-afterthought-sport

SOMETHING TO WATCH

Dave x AJ Tracey – Thiago Silva https://www.youtube.com/watch?v=OQTsZGvVUbs

Nike Write The Future – World Cup 2010 https://www.youtube.com/watch?v=ZyDTyxvI338

Stormzy – Pogba https://www.youtube.com/watch?v=yommBu-FwEU

 

About Professor Simon Chadwick

Simon is Professor of Sports Enterprise at Salford University in Manchester (UK), where he is also a Co-Director of the Centre for Sports Business. He is also a Founding Co-Director of the China Soccer Observatory and a Senior Fellow of the China Policy Institute at the University of Nottingham (UK). He has worked in football across the world, for various organisations including companies, federations, and governments. He tweets via @Prof_Chadwick