Illuminate Holiday Marketing
The holiday season is here, and as Halloween fades away, festive tunes are already filling the air in retail stores. Music and lights have long symbolized the joy and nostalgia of this time of year, with carols and classic songs creating a familiar warmth. Yet, today’s artists are reshaping holiday traditions, introducing fresh sounds that resonate with contemporary audiences and offering brands new ways to connect with consumers.
Last year, we partnered with Govee and OneRepublic to do just that, integrating smart home lighting into a holiday music video, capturing memorable moments that keep delivering brand impressions season after season. In this article, Hollywood Branded explores how brands can create impactful holiday campaigns by partnering with contemporary artists, using music to deepen emotional connections with audiences and enhance brand visibility.
The Newest (And Best!) Smart Home Lighting
Govee is the leader in holiday home smart lighting solutions, with bigger and bigger displays being built out at Home Depot and Lowe's as more people catch on to how cool it is not to have to pick lights in one color, and to be able to have unlimited access to custom designs to change things up with a click of their app. Govee makes very cool technology.
A few weeks ago, I wrote about the fantastic Halloween installation our team built this year for Govee. Take a read to catch up on more about the brand and how we're helping them make waves leveraging Hollywood.
A Modern Classic: Govee and OneRepublic’s “Dear Santa”
The OneRepublic partnership we built with Govee for the holiday single, "Dear Santa" is a great example of how brands can effectively intertwine their products with music, creating impactful marketing campaigns that resonate deeply with consumers.
The "Dear Santa" music video, released last December 14, 2023, features a charming claymation story that captures the essence of holiday nostalgia. It depicts a man reflecting on past holiday traditions and the joy of decorating with loved ones. Govee's smart lighting products take center stage, illuminating the scenes with their vibrant Christmas String Lights. These lights not only enhance the visual appeal of the video but also symbolize warmth, family bonding, and the festive spirit - elements that are core to the holiday experience.
By incorporating their products into this heartwarming narrative, Govee effectively connects its brand with the emotional resonance of holiday music. This connection is crucial in today’s marketplace, where consumers are increasingly drawn to brands that share their values and enhance their lifestyle experiences. The song has garnered over 1 million views on platforms like YouTube, showing the significant impact of music in engaging audiences on a large scale. The views will keep growing... year after year.
The Marketing Implications of Music Partnerships
The marketing implications of Govee's collaboration with OneRepublic extend beyond mere product placement. By aligning with a popular band, Govee capitalizes on the emotional pull of the song, effectively associating their brand with the joy and warmth of the holiday season. Moreover, the partnership exemplifies the power of social media in promoting music and brand collaborations. Both Govee and OneRepublic actively engaged their audiences on platforms like Instagram and TikTok, sharing behind-the-scenes content, teasers, and interactive posts that encouraged fan participation. This multi-channel approach maximizes reach, allowing the partnership to foster a sense of community among fans.
The trend of contemporary artists reimagining holiday music provides a rich opportunity for brands to explore creative collaborations. Popular artists like Mariah Carey have set the bar with timeless hits like "All I Want for Christmas Is You," which continues to dominate the holiday charts decades after its release. Carey's success highlights how holiday music can become a significant cultural phenomenon, influencing not only the music industry but also marketing strategies across various sectors.
Artists to Partner with for Holiday Campaigns
As brands consider their holiday marketing strategies, collaborating with contemporary artists can yield significant benefits. Here are some standout musicians whose music elevates holiday campaigns:
- Ariana Grande: Known for her powerful vocals and pop sensibility, Grande has a history of releasing holiday music, including her successful EP "Christmas Kisses." Her fan base spans a diverse demographic, making her a compelling partner for brands looking to connect with younger audiences.
- John Legend: With his smooth voice and heartfelt performances, Legend's holiday album, "A Legendary Christmas," has received critical acclaim. His reputation as a family-oriented artist aligns well with brands that want to evoke a sense of warmth and togetherness during the holiday season.
- Sia: Known for her unique style and emotional ballads, Sia has captured hearts with her holiday song "Santa's Coming for Us." Her distinct sound and artistic vision make her an intriguing partner for brands seeking to stand out in the crowded holiday marketplace.
- Kacey Musgraves: With her blend of country and pop, Musgraves brings a fresh perspective to holiday music. Her album "A Very Kacey Christmas" is a favorite among fans, and her relatable storytelling can resonate with brands focused on authenticity and connection.
- Bieber: Justin Bieber’s evolution as an artist includes several holiday tracks, and his massive social media following offers brands a direct line to engage with millions of fans. His partnership can bring a youthful vibe and contemporary relevance to holiday campaigns.
- Pentatonix: This a cappella group has become synonymous with holiday music, producing several popular albums. Their unique sound and ability to create viral content make them an excellent choice for brands looking to harness the power of music in a fresh way.
- Kelly Clarkson: With her powerhouse vocals and beloved holiday music, Clarkson can evoke strong emotional connections. Her engaging personality and media presence provide brands with ample opportunities for cross-promotion. Plus there are great ways to leverage her talk show too - just like we do every day of the year for Pilot Pen.
And so many others who produce holiday content each year.
Collaborating with artists like these can help brands tap into their fan bases, leveraging their popularity to create authentic and engaging holiday campaigns. Whether through music videos, social media takeovers, or co-branded merchandise, the possibilities for creative partnerships are endless.
Photo Credit: Billboard
Creating Immersive Experiences Through Music and Branding
In my BBC interview last year about Mariah Carey's impact on holiday music, we discussed how her enduring appeal serves as a benchmark for success in this genre. As the conversation highlighted, holiday music not only shapes cultural moments but also influences consumer behavior and brand loyalty. This insight underscores the importance of leveraging music, particularly during the holiday season, to create authentic connections with audiences.
The partnership between Govee and OneRepublic on "Dear Santa" is a perfect illustration of how brands can successfully navigate the evolving landscape of holiday music. As artists continue to innovate and reimagine traditional holiday tunes, brands that align themselves with these movements stand to gain significant visibility and consumer goodwill.
Photo Credit: The Guardian
Unlocking Opportunities with Music Video Programs
The future of holiday music is bright, filled with opportunities for brands to engage creatively with consumers through strategic partnerships. By collaborating with artists, brands can create memorable campaigns that resonate with audiences while amplifying their products and services.
At Hollywood Branded, we specialize in helping brands navigate the dynamic world of music partnerships. Our music video program options provide brands with the opportunity to integrate their products into compelling narratives that engage fans and drive results. Whether you’re looking to align with emerging artists or leverage the popularity of established names, we can help you craft impactful campaigns that make a lasting impression.
It's not too late to impact THIS holiday even - there are some last minute opportunities that are sure to pop up. Reach out to chat about how we can help unlock the full potential of holiday music partnerships!
Eager To Learn More?
For more insights on holiday marketing and creative brand partnerships, check out our related articles below.
- Crafting a Dazzling Holiday Marketing Plan
- The Secrets To Successful Brand Partnerships
- Holiday Marketing Magic: How Pop Culture Transforms Holiday Marketing
- TV And Film Brand Partnerships 101
- Holiday Hustle: Mastering Marketing in the Festive Frenzy
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