- Music - This Week in Music #31 - Andre Gaccetta | Summary and Q&A

TL;DR

The VP of G7 Marketing and Entertainment discusses the connection between brands and bands, emphasizing the importance of finding organic and meaningful connections between the two.

Key Insights

• 🤕 Creating meaningful and organic connections between brands and bands is crucial for successful collaborations.
• 📁 Measuring the success of brand campaigns can be challenging, especially when there is no direct action or sales involved.
• 👨‍🎨 Understanding the pain points and goals of brands, artists, and radio stations is essential for building successful campaigns.

Transcript

Read and summarize the transcript of this video on Glasp Reader (beta).

Questions & Answers

Q: How did you get into the field of music marketing?

Gaseta started his career in sports marketing and realized that there were similarities between the two industries. He moved into music marketing, attracted by the passionate audience and interest in the behind-the-scenes aspects of the music industry.

Q: How do you measure the success of brand campaigns and being on the consideration set?

Gaseta explains that if a campaign involves a direct action, such as signing up for insurance, the success can be measured through lead generation and conversion rates. However, for brand campaigns without a direct action, measuring success becomes more challenging and requires a mix of metrics like awareness, interest, and engagement.

Q: How do you approach working with artists and brands to create meaningful connections?

Gaseta emphasizes the importance of finding organic and meaningful connections between the brand, the artist, and their target audience. Rather than making artists pitch people for brands, they focus on creating creative concepts that align well with the brand's marketing goals and the artist's authenticity.

Q: How do you navigate the sensitivities and negotiations between brands, artists, and radio stations in campaigns?

Gaseta mentions that it can be challenging to align the interests of brands, artists, and radio stations. Understanding the pain points, goals, and sensitivities of all parties involved is essential for building trust and creating successful campaigns. They aim to find common ground and ensure that the artist, brand, and radio station fit well together.

Summary & Key Takeaways

• Andre Gaseta, a VP at G7 Marketing and Entertainment, talks about the connection between brands and bands and how they collaborate in the country music market.

• He shares his career journey, from working in sports marketing to becoming involved in music marketing and sponsorship research.

• Gaseta discusses the challenges of measuring brand campaign success and the importance of being on the consideration set for consumers.