New research from marketing agency Frukt reveals the positive effect of music for brands.
A survey of 1,000 music, film & TV and gaming fans across the US and UK for the Press Play: Brands And The Power Of Entertainment report shows 71% of the participants stated that entertainment is the most effective way for brands to connect with them. The survey also showed that 70% are more likely to trust a brand that helps support the growth of the entertainment they love.
The report explores the role that entertainment plays in people’s lives and their expectations of brands involved this area. Most of those surveyed said they would tell their friends about brands that deliver entertainment experiences they enjoy in music (95%), film & TV (96%) and gaming (87%), while a further 73% believe that brand partnerships in entertainment help brands stand out from their competition.
The report also highlighted the appeal of one-off events, such as festivals, as an opportunity for brands. Of those questioned, 77% of 25-34 year-olds said that entertainment is better when experienced live. “This strong desire to be present at exclusive entertainment events may stem from our always-on social media culture and our need for that all-important status boost,” stated the report.
“Frukt has spent the last 15 years extolling the virtues of aligning with entertainment culture, helping some of the world’s biggest brands Press Play and develop bold new experiences for passionate fans,” said Dom Hodge, MD of Frukt. “This research reaffirms the uniquely transformational power of storytelling to captivate and connect. For brands, utilising the universal language of entertainment provides more than just a moment of escapism, it puts the brand at the very epicentre of the consumer’s own, deeply personal, story”.
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