A few infiltrators recently had the opportunity to meet with a couple of smart folks from one of the world’s top music labels. While the initial discussions were of a specific nature, the conversation really served to remind us that music and musicians can be valuable not only in the obvious sense – as creators of art – but also as a key component in the marketing toolkit. From both a lesson and usage perspective, as brands frenetically attempt to develop communities around their products, it is important to recognize music’s potential fit in the mix.

We’ve all had someone tell us about some great band or artist that they’re currently obsessing over and why we should listen as well. Increasingly consumers are passing along recommendations (intentionally or not) via Twitter, via Facebook events they will be attending, or through those who actively follow their digital playlists (Last.fm, Pandora, shared iTunes playlists etc). With the rise of Playlistism, musical selection is also becoming an indicator of preferences and an unspoken means of social comment. (I’ll avoid deep-diving into it here, but if you want to read more on the fascinating social aspects of playlistism, check out this paper (PDF download) from the University of Oslo: Playlistism: a means of identity expression and self‐representation.)

Increasingly, digital sharing of music preferences is providing the opportunity for increased exposure to not only these artists, but the brands with which they are aligned. As Neil Diamond and Grateful Dead fans can long attest, music is a great basis for a community in and of itself. What computer do you think Feist’s trendsetting fans are heading toward? And who among us expected Cadillac to use Phoenix to target a new upwardly mobile, hipper-than-thou demo?

Consumers have become increasingly self-reliant in terms of gathering specific product information – yet more community-oriented in interacting with brands. Music can help build a consistent brand image and separate a client from its competitors, in addition to building loyalty and driving sales within target groups. An astonishing 97% of participants in a recent study of global brands agreed that music can help strengthen a brand – and yet seven out of ten of those brands spend 5% or less of their marketing budget on music. Talk about a growth opportunity! Music downloads, ring tone programs, loyalty programs, fan promotions, and endorsement are but a few methods of associating specific music and artists with your brand.

Music has always been tribal and communal in nature. Music consumption is on the rise, the sharing of musical preferences has never been easier. Communities are forming around artists and songs both online and off. Are you using music to help differentiate your client and help them build communities? What role do you think music plays in your marketing toolkit?