Times Music Reaches 96 Million Listeners, Linking Brands With Audiences Through 45,000+ Diverse Tracks

As music has the unique ability to evoke emotions, create lasting memories, and transcend cultural barriers, brands are harnessing it to enhance consumer experiences and build stronger brand loyalty. In the past few years, music-based experiential marketing has become a go to tool for brands to engage with their audience at higher level. Brands are increasingly employing music festivals, live concerts, and interactive campaigns to deliver experiences that go beyond the scope of conventional advertising. They are not simply running product promotion programs; they are creating moments of storytelling and emotional connections.

How Live Events, Music Festivals, and Interactive Campaigns Are Transforming Brand Storytelling:

As the audience preferences evolve, the brands approach needs to evolve too. The COVID-19 pandemic drastically altered the way people interact with brands and consume media, and these shifts have continued to shape how brands connect with consumers to stay relevant. Thus, brands continue to sniff out hipper avenues to engage with their community.

As music enthusiasts seek more immersive and dynamic experiences, live events and festivals have become the focal point of India’s music culture, challenging Bollywood’s long-standing dominance and brands have recognised this shift.

As a result, Sunburn, NH7 Weekender, and Supersonic have moved from being a series of music performances to being massive cultural community gatherings with vibrant and highly active consumers.

In the US and European markets, audiences share a much deeper emotional connection with their favourite artists due to several factors that cultivate loyalty, relatability, and a sense of community around music. Primary Wave, strategic partner of Times Music, has been able to leverage this fandom of the estate and imagery of their iconic roster of artists like James Brown, Whitney Houston, Bob Marley, Kurt Kobain, Stevie Nicks and generated highly original ideas that not only help the brands to engage with their TG but also generate new businesses and revenue avenues for their artists and a part of our partnership, Times Music is looking to replicate this in India.

Building Stronger Brand Experiences & Emotional connect through Music

This is interconnected since memorable brand experience result in creating a strong emotional connect with the audience who as a result become loyal advocates of the brand.

Let’s look at BACARDI and its musical journey in India as an example.Bacardi NH7 Weekender that was created in 2010, to champion indie music talent, which is something that BACARDI has always stood for—music, connections and sustainability. Over the years the festive has expanded its line-up both regionally as well as internationally and through it, brought together the various elements of their brand positioning to life.

For e.g.
- Advocating their sustainability story, they stopped the use of plastic at the festival and used glasses made out of rice husk
- To support inclusivity, they joined hands with specialised partners to make the NH7 weekender inclusive for differently abled as well as  LGBTQIA+ community.
- Understanding their consumers lifestyle preferences, a deeper emotional connect was established when the festival welcomed pets 

When pandemic hit, they identified the consumer trends that were emerging and took BACARDI NH7 Weekender space into the metaverse and they evolved Casa Bacardi into an at home experience with various engagements like workshops, digital performances, restaurant partnerships & at home kits.

This is an apt example of how music led interactive campaigns can be instrumental in forming deeper emotional connect with the ever-evolving consumer.

Interactive Campaigns with Digital Touchpoint

Music marketing is not solely about live concerts and festivals anymore. Brands are creating music campaigns that encourage both offline and online engagement. In fact, Times Music’s partnership with Primary Wave is aimed precisely to do this.

Primary Wave is home to some of the most iconic artists like Sun Records, Bob Marley, Prince, Stevie Nicks, James Brown, Whitney Houston, Burt Bacharach, Bing Crosby to name a few.

With their innovative approach to artist collaborations and brand partnerships, Primary Wave continues to redefine the intersection of music, culture, and marketing. From opening of ‘Bob Marley Hope Road’ entertainment experience to the launch of Whitney Houston custom slot machines, from Prince’s Purple Rain House partnership with AirBnb to launch of special edition Kurt Kobain Converse, Primary wave has created many such global first campaigns.

Times Music reaches about 96 million subscribers and followers daily across all our channels through our vast and diverse catalogue. With over 45,000 tracks spanning multiple genres including film, indie, spiritual, devotional, fusion, pop, regional etc, multiple partners like Snapchat, Vivo, TVS, Instagram, ICON bags, 7up, Bacardi, iQOO, Gaana, Bacardi etc. have partnered with us in the past to connect with their consumers.

Now with Primary Wave as our partners, we are looking to use their experience and expertise to redefine how Indian music fans, brands, and artists engage with the art of music in a global, immersive way.

Customizing Experiences to Groups

Brands are now collaborating with artists to tap into their unique loyal followers. Such collaborations enable brands to integrate into the music culture instead of being viewed as another business.

Take Red Bull for instance. Red Bull is committed to innovative music experiences, ranging from the Red Bull Music Academy to event sponsorships worldwide. Their passion for music and creativity has established them as a lifestyle brand and not an energy drink brand.

As music in India continues to grow, brands will change the way they tell their stories. With social media, online spaces, and live events on the rise, brands can develop exclusive musical experiences. Capitalising on experiential marketing through music brands can turn mundane moments into moments of memories, making them part of the process and Times Music is aiming to be thought leader of many such unprecedented dialogues. 

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