Talkin’ ‘Bout A Revolution

Caitlin Crawford
LIVE NATION CREATIVE INSIGHTS
4 min readJan 27, 2017

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“Politics can be strengthened by music, but music has a potency that defies politics.” — Nelson Mandela

On the heels of the inauguration of the 45th president of the United States and following what is estimated to have been the largest protest in U.S. history, it’s nearly impossible to avoid discussion of the current political climate in America — and the implications it holds for modern culture, from music and the arts to marketing and advertising.

Given the loaded emotional tenor of the debate and the tendency of consumers to vote with their wallets, the importance of carefully crafted communications is greater than ever. Brands would do well to tread carefully and be deliberate in their messaging, whether they choose to openly communicate their position on particular issues to double down on loyalty from an ideologically aligned consumer base or stay out of the fray to appeal to as wide an audience as possible.

In this week’s post, we’ll explore this territory through a live music lens, providing a backdrop for marketers to examine how they can leverage this powerful platform to tell their story, regardless of the message.

3 Doors Down sees brief album sales bump after performing at Donald Trump’s inaugural show

Following their performance at the Make America Great Again! Welcome Celebration concert at the Lincoln Memorial, 3 Doors Down guitarist Chris Henderson tweeted out his thanks to fans accompanied by a screenshot showing the band’s “Greatest Hits” album at #1 on iTunes. Given that the album was originally released in 2012, it’s safe to assume the sales bump was tied to their appearance at the inaugural festivities.

Brand takeaway: In divisive times, consumers are likely to align themselves with people and products that they believe reflect their own values, often showing their support through spending — and thanks to social media, these trends can spread quickly.

U2 delay new album release after Trump win: ‘The world is a different place’

After completing their 14th album in late 2016, U2 put the brakes on its release due to Donald Trump’s surprise victory in the presidential election, saying “the world is a different place.” They are planning to rework the album and potentially add new songs to ensure the finished record’s content addresses the message they want to convey. The band is set for a 2017 tour in celebration of the 30th anniversary of their album, “The Joshua Tree,” noting that today’s political unrest is reminiscent of the climate in which the album was originally released.

Brand takeaway: Messages can take on new meaning in a heated political climate — it’s wise to carefully consider how your communication could be construed, whether it’s a song lyric or an ad tagline, and whether it appropriately reflects your intent.

Hear Arcade Fire’s New Song With Mavis Staples, ‘I Give You Power’

In their first release since 2013, Arcade Fire teamed up with Mavis Staples on “I Give You Power,” a new song that was accompanied by a message from the artists: “It’s never been more important that we stick together & take care of each other.” The band is donating all proceeds from the song to the ACLU.

Brand takeaway: It’s important to know what your brand stands for and stick by your values — if that means taking a stance, it’s often worth building consumer loyalty by providing an incentive (e.g. donating profits to an aligned organization), even if that means taking a financial hit.

Kid Rock rolls out line of pro-Trump merchandise

After fans circulated doctored images of the Detroit rocker appearing to be wearing pro-Trump apparel, Kid Rock decided to release his own line of merchandise bearing messages of support for the then-President-elect.

Brand takeaway: Pay attention to what the public is telling you — while you won’t be able to cater to every social media meme, adapting your strategy based on consumer trends can become a win-win.

Live music has always been — and will continue to be — an indicator of society’s shifting values. Throughout an especially heated national debate, it’s interesting to observe how cultural touchstones adapt and the implications this has for brands. In a world where consumers are quick to react, share and buy, a common value or point of view can sometimes do more to drive support more than any ad.

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