Consumers more receptive to music and brand tie-ups

Brands are increasingly becoming an “intrinsic part” of the music industry and their involvement is a driving factor in purchase decisions, according to new research.

Topman CTRL

The Brands and Music Manifesto report by music marketing agency Frukt explores how the “relationship between brands, bands and fans will evolve” and revealed that 31% of 16 to 18 year-olds and one in five adults say music drives their choice of brand if the involvement adds value.

More than three quarters of consumers say music is an important factor in brand engagement and 86% are open to brands that enrich their experience of a product with music tie-ups such as downloads, festival sponsorships or live music events.

Frukt business development director Oliver Trethewey says there are hundreds of ways for brands to slot into the music industry and align their values with how consumers engage with music.

“Because music consumption is changing, brands are becoming an intrinsic part of the music industry,” he says.

Frukt cites Topman CTRL as an example. The men’s fashion retailer Topman to launch a platform across MySpace, its own website and social networking sites to introduce new bands and host live music gigs.

Anthony Ackenhoff, chief executive officer of Frukt says: “So much has changed since we first started working with brands and the music industry back in 2001, the trust has grown between partners and consumers alike and the research from the brands and music manifesto demonstrates this.

Entertainment retailer HMV has expanded into live music in a joint venture with venue operator Mama Group which has seen several live music venues renamed under the HMV brand.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here