Musical Branding: An Interview with Sam Parvin - Part 2

<p><em>“Tap into who your consumer is, really know. And I don't mean like ‘males 25-34 years old who live in cities.’ No, it's like ‘what's important to this person, where do they spend their time,’ you know, those kinds of things, really thinking about who that person is and then what your company's role, what your brand's role, plays in their lives. And then, just naturally, you know how music can kind of work in there, and I think from there you'll start to see some natural potential opportunities. And if you brainstorm that internally with your colleagues, I think some things will just shake themselves out.” -- </em>Sam Parvin</p><p>&nbsp;</p><p>This episode's the second part of my interview with music supervisor and branding expert Sam Parvin as we talk about how different branding perspectives can lead to very different licensing strategies, Sam’s three best practice steps when it comes to music branding, and how a more fluid and mobile audio landscape is creating both new challenges and opportunities for musical marketing.</p><p>As always, if you have any questions for my guest, you’re welcome to reach out through the links in these show notes.&nbsp; If you have questions for me, just visit <a href="http://www.audiobrandingpodcast.com/" rel="noopener noreferrer" target="_blank">www.audiobrandingpodcast.com</a> where you’ll find all sorts of ways to get in touch. Plus, subscribing to the newsletter (on the <a href="http://www.audiobrandingpodcast.com/" rel="noopener noreferrer" target="_blank">www.audiobrandingpodcast.com</a> webpage) will let you know when the new podcasts are available.</p><p>&nbsp;</p><p><strong>What Your Music Means</strong></p><p>We begin the second half of the interview with a look back at some of Pepsi and Coke's most famous advertising campaigns, and how their distinct marketing strategies and approaches to branding led to very different choices when it came to licensing music. "They're using music in different ways," she explains, "because of what their brand DNA is as well as the