Yesterday we linked to a USA Today story about how Motel 6 is offering free lodging to up-and-coming artists on tour as a way to attract younger guests. This made me think about Denny's Allnighter efforts to draw in younger diners late at night by sponsoring bands to eat for free and hosting after parties at local Denny's Restaurants while on the road. While brands already identified with youth (like Scion or Virgin) have been supporting music as a way to connect with younger consumers for some time, it's interesting to watch new brands experiment in this space — and offer stuff like hotel rooms and food to these starving artists vs. just exposure or a concert venue.

We all know the traditional music model, i.e. buying CDs and digital music, has failed and that the industry has been scrambling to reinvent itself. And while well-established bands like Radiohead can experiment with new marketing models from the comfort of their established success, up-and-coming artists can no longer rely on the dream of getting signed and having a label pay for everything – including touring. By supporting some aspect of living as a working musician – meals, motels, etc., you could argue that these brands are becoming patrons of new music and winning over young fans along the way.

It makes me wonder what other brands trying to reach a younger audience could offer up-and-coming musicians….Like:

- A gas station brand like Shell offering free gas to touring artists or a credit card brand picking up the gas or food tab
- A doughnut brand offering free doughnuts and coffee on the road
- An electronics or computer brand equipping the band with new tech gear to keep fans updated (new laptop, cameras, webcams, etc.)

…Or how funny would this be? A health insurance company actually insuring the musicians as a way to redeem its battered image with youth?

Feel free to leave your ideas in the comments!

Categorized under: Movies & Music

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