Why Choosing the Right Music for your Event is Crucial

Why Choosing the Right Music for your Event is Crucial

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Whether you decide to hire musicians or use a DJ to play music for your event is up to your preferences and budget. What’s more crucial is that you have your chosen entertainer play the right kind of music to fit your event.

Why Does the Music Matter So Much?

Music plays a major role in setting the mood of an event. Choosing wisely can help your attendees better enjoy the event and get into the proper state of mind to fit the event’s purpose. Music that doesn’t fit your event or your crowd could even cause people to leave.

Music has so much variety and personality that it can be easy to get it wrong. For a formal event, you don’t want to play tracks with cursing or songs about revenge against an ex. Also, music can be used to break up different parts of an event and create better flow.

Because of these reasons, you should really think in advance about the type of music you’ll be playing.

How Do You Choose the Right Music?

Make It Part of the Planning Process

The most essential tip is simply to include music early on within your event-planning process. Don’t neglect it, and don’t leave it up to vendors the type of music they will play. Think about what you want to accomplish with your event and how music will play into that experience.

Consider the Volume

The music itself is not the only important factor when it comes to your event’s sound experience. The volume also matters. Music can be played in the background, be used to create energy or act as the main event. If you want your guests to interact with each other, you’ll want softer tones that allow them to hear each other converse, whereas you can play louder beats if you’re going for a club atmosphere or high-energy function.

Decide on the Type

Of course, the type of music matters. Consider piano music or other instrumental tunes for formal events. You could play more fun music with vocals for festivals, concerts and other energetic atmospheres. A DJ could help you play a variety of music while a live band can help create an energetic vibe or special experience. Also, you could use a particular band to connect with a theme, such as a local band within an area you want to reach or an all-female band for a women’s event. Overall, try to fit the type of music to the level of formality, the mission and the audience of the event.

Mix Up the Music

Sometimes, it works best to alternate between different types of music. This method provides a great way to get people into different moods and to direct them throughout the event. For example, you could play soft music during a welcoming and networking period, play energetic music to get people’s attention or build excitement when introducing a speaker, switch to soft music during a meal and so on. Even when you pick a certain energy level, you can think about mixing tunes from different genres and time periods. A DJ could help you play different types of music, or you could hire multi-talented or multiple musicians.

Review Practical Aspects

Don’t forget to factor in the practical aspects of choosing music. You might dream of a band but not have the budget. Consider your venue’s size and audio capabilities, your budget and your limitations. 

Music is an essential part of any event. As long as you consider it within your planning process, you'll be fine. 

When Music and Rum Collide

When Music and Rum Collide

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Bacardi has never been one to sit on its laurels when it comes to marketing, and this year is no exception. Now, it has partnered with EDM trio Major Lazer to put on a series of dance parties with an island theme. The events will feature Major Lazer's DJ, Jillionaire, who has been designated the "Minister of Rum." Since both Bacardi and Major Lazer have Caribbean roots, this theme is an excellent tie-in for them.

While the parties, which go under the title "Sound of Rum," will all have the same general theme, the specific presentations will vary between events. This ensures that everyone will experience something unique and the concept will remain fresh throughout the campaign.

Attendees at all of the shows can count on one thing being present, and that's new music from Major Lazer. The group has written at least one song, written just for the series of dances. It is named after the party series: "The Sound of Rum." Other new releases will also be played.

Major Lazer isn't the only partner releasing something new to commemorate the events. Bacardi is putting out a limited edition rum bottle with branding for both the event and the band. This is sure to be a hit with collectors.

Unlike many such corporate marketing events, the Sound of Rum parties aren't taking place as parts of larger festivals. Instead, they are stand-alone dance parties that occupy large swaths of their own space. For example, its debut party – named Spirit Up – took place on a private Miami beach. Bacardi created an entire temporary village surrounding the actual party, and within, people from various Caribbean islands served up food from their homelands as mixologists whipped up drinks. Meanwhile, Major Lazer set up giant speakers that ensured that everyone heard the music throughout the area.

This series of parties doesn't just cover the United States. It kicked off in Berlin, at the annual Bacardi Legacy Cocktail competition. From there, it is traveling around the world to bring rum, music, and a Caribbean atmosphere to several other countries.

Of course, a modern experiential marketing event isn't complete without the inclusion of social media. The two partners produced videos to share, started a program to donate studio time to aspiring Caribbean artists every time Major Lazer's "Front of the Line" track, and are counting on attendees sharing pictures and stories of their experience at the party. The follow-on effects of social sharing are typically the main source of marketing power behind such events. Through them, the experience – and the marketing message – travel far beyond the group of physical attendees.

There's no need to have Bacardi's $50 million marketing budget to put on an unforgettable event of your own. All you need is a fun event idea that ties into your branding, an atmosphere that encourages social sharing, and the right venue to hold your extravaganza. If you'll be holding your event in Miami, Florida, try having it at Soho Studios. We have up to 70,000 square feet of interior space and two outdoor pavilions that are great for parties or any other type of experiential marketing show you can imagine.

Beyond the Music: What Makes a Festival a Truly Memorable Event

Music festival sponsorships have long been parts of marketing, but all too often, the audience only remembers the band after it's all over. This is because companies tend to stick to boring signs of sponsorship, such as banners on fences, that do nothing to engage the audience. Even if a banner is plastered across the top of the stage, it fades from notice the moment a hot band strikes the first note. What can you do to ensure that your brand actually becomes part of the show instead of another thing in the background? The key is to give the audience a serious chance to truly interact with your products or services in a way that matches the look and feel of the rest of the event. Toyota is a master of this, and looking at what they've done should spark some ideas for your own events.

The Cars Are Really Parts of the Event

Many automakers do no more than park their cars around when they host an event. This isn't the case for Toyota, though: They made their vehicles an interactive part of one of their music festivals lately. There, patrons partook in activities like competing to see how many objects they could cram into the cargo area of a car or minivan, using the back of a minivan as a climb-in vending machine, and more.

Interactive Zones

Say goodbye to boring souvenir stands with standardized trinkets. Toyota had guests make their festival mementos on the spot using Shrinky Dinks and other such craft items. This gave everyone who got one a unique memory to go with the experience, so they'll remember this part of the event for a long time. Of course, all mementos were also branded so everyone will always have that extra reminder of the sponsor's identity.

Taking the Test Drive Up to 11

At exciting events like these, it would be a letdown to just have people putter around in a regular car. Yet, it is important to get people into Toyotas in driving situations so they're one step closer to buying. The solution? Have the people take the company's trucks over an off-road course. Logs and ramps make the vehicles' maneuverability come to life as drivers have fun.

Choosing a Venue

Music festivals can be held in all sorts of venues, ranging from arenas that are fully under roof all the way to fairgrounds that are entirely outdoors. When you want to be under roof in Miami, consider Soho Studios. Our venue offers up to 70,000 square feet and can be configured any way you'd like.

Join Marshmello and Friends Live at Soho Studios!

The Miami area is always a great place to have some fun, and the upcoming Marshmello and Friends concert at Soho Studios is one terrific example of what the city has to offer. This energetic performer always gives the crowds what they want, while putting on one heck of a magical mystery show. You will definitely want to come over to Soho Studios on March 22, 2017 to catch this unique show. Really, you've never seen anything like it, and it's something you won't forget any time soon. If you are already familiar with Marshmello's performances, then you have an idea of what to expect, and a good reason to get excited. If you're new to this creative entertainer's engaging performances, you're in for a real treat.

For those who aren't familiar with Marshmello, get ready to be amazed. You see, the identity of the performer known as Marshmello is unknown. That's right. He performs for crowds of thousands, but no one knows who he really is. He keeps his identity carefully hidden under a smiling white marshmallow mask and signature long-sleeved white t-shirt. Legend says Marshmello is really DJ Chris Comstock, who also goes by the name Dotcom; this suggestion is largely based on their similar tattoos and music styles. Still, no one knows for sure except Marshmello himself and his closest friends and co-performers.

Marshmello first appeared on the popular music scene on March 3, 2015, when he posted a song called WaVeZ on SoundCloud. He began to release more songs on SoundCloud, and, as he did so, he gathered support from well-known DJs like Skrillex. These famous DJs helped the enigmatic Marshmello become even more famous by reposting his songs on their own SoundCloud pages.

Eventually, Marshmello became well known enough to release an album, which he did on January 8, 2016. The album, called Joytime, had ten tracks on it, and was produced by his own label, Joytime Collective. The album hit the top of the iTunes electronic albums chart the day he released it.

This intriguing performer does remixes of the songs of other artists, as well as his own original music. His style is heavy on electronic dance music with strong bass lines, with elements of groove-oriented synth. During the course of his brand new career, Marshmello has already performed at such prestigious locations as Pier 94 in New York, the HARD Day of the Dead festival in California, and Miami's own Music Week.

We know you will love your night out at Soho Studios to immerse yourself in Marshmello's uplifting, danceable show.  This is one show you've got to see to believe.  Make sure to get your tickets so you don't miss a great time in Miami on March 22.  Tickets go on sale TODAY, February 13, 2017!  Click here to get yours!

Southwest Airlines, Millennials and Music

Wouldn't it be great if companies could tap into the ideas of student entrepreneurs, and bring to the forefront brilliant ideas that the Millennials have in business? And then take those ideas and bring them into fruition? It sounds like a far-fetched idea, but that's exactly what Southwest Airlines did in their Recess 2016 Spring Tour.

Mix Music and Business to Attract New Entrepreneurs

Mid April (April 5 through April 18) Southwest Airlines reached out to 18 universities and colleges to find current student entrepreneurs. Southwest Airlines gave the students the opportunity to meet with the biggest investors and venture capitalists in the country to pitch their startup ideas. These entrepreneurs were then entered into a bracket style competition to compete for a cash prize of $250,000.

After each stop on the tour, the students were invited to an after party concert which featured artists such as Tory Lanez, GoldLink, and Lil Dicky. The concerts and party atmosphere of the competition's after party attracted students to consider the message that Southwest Airlines had to offer: “Your ideas are important and we want to know what you think is important to your generation.”

A Win-Win Situation for All Involved

In Southwest Airlines' Recess 2016 Spring Tour, everyone who participated was a winner. It encouraged Millennials who are naturally more attracted to innovation to team up with investors and venture capitalists, thus networking the two groups. It helped Southwest Airlines develop loyalty among the Millennials that are the most brand loyal generation to come along. Southwest Airlines fostered further loyalty with offering round-trip airline tickets as giveaways.

By introducing new companies and new brands to college students, it is likely to foster brand loyalty in those students throughout their lives. This is vitally important when considering that college students are often the business leaders of tomorrow. By introducing the college students to investors and venture capitalists, it gives the students a deeper understanding how business works and what's required to take their brilliant idea all the way to a product or service. At the very least, it gives the college students inroads into investors and venture capitalists.

Creating Loyalty through Innovation

Because the Millennials embrace technology and innovation more than previous generations, it's important for companies to position themselves as innovators. Millennials look for new technology when considering their brand loyalty. Consumers often form their brand preferences while they are young, which is why it is imperative to reach the Millennials now. Through Recess 2016 Spring Tour, Southwest Airlines has created an appealing way to reach Millennials in an unique venue.

Friskies Teams up with Grumpy Cat at the 2016 South by Southwest Festival

On March 12 and March 13, 2016, at the South by Southwest interactive (SXSWi) festival, Friskies well known mascot, Grumpy Cat, graced the crowd with an appearance to promote its most recent wet cat food product, Cat Concoctions. This new product has unusual flavor combos for the curious cat, like cod in cheesy bacon flavored sauce and chicken in creamy crabby sauce. The Inspiration Behind Cat Concoctions

“For the launch of Friskies’ Cat Concoctions, we really thought it was important for people to understand the product proposition—the fact that this line of cat food was inspired by cats,” said the brand manager at Friskies, Jessica Nichols. “And since people aren’t actually eating the product, having this tangible, physical event really helps bring that concept to life. Live experiences allow us to connect with media and consumers in a fun and unique way that really resonates.”

Friskies at South by Southwest

This year marked the fourth year that Friskies and Grumpy Cat teamed up at SXSWi to form a fun experience for consumers. Feline fans were able to enjoy food, music and fun photo opportunities. Music sensations Ryan Cabrera and Blake Lewis combined talents and stopped by to sing a soft, endearing rendition of "Twinkle, Twinkle Little Star" that almost turned Grumpy Cat's frown upside down. Check out the You Tube video for the sweet harmonies of a Platinum selling recording artist and a runner-up from season six of American Idol. Very calming indeed!

Some Frisky Photo Ops

A fan favorite of the event was the official Friskies' spokes cat herself being on hand for a meet and greet. Quirky, fun props were available for fans to pose with alongside Grumpy Cat. Some of the silly items included a hat in the shape of a clamshell and crab claws you can slip on. There were also signs with phrases such as, "Strike a frown." For even more photo fun, a selfie station was available. At the station, participants were able to do a mash-up so that their faces were combined with Grumpy Cat's world famous scowl.

Ultimately about 1,600 festival goers attended the Friskies event. Those who could not attend were able to follow all the fun on Friskies' Instagram and Snapchat accounts or to join the online activity with #CatConcoctions. Social channels also featured Nala and Waffles, Grumpy Cat's fellow friends.

Rockstar Energy Drink’s Mayhem Festival

Entering its eighth year, Rockstar Energy Drink has become an industry titan. Culturally responsive and influential, the brand has executed numerous marketing efforts in recent years—each of which has encountered resounding success. A proud sponsor of The Rockstar Energy Drink Mayhem Festival, this year’s Wantagh, NY event will unleash a variety of festival amenities, music powerhouses and great industry highlights. Rockstar Energy Drink's Mayhem Festival takes place on July 26, action taking place at 1:00 P.M.

Rockstar and the Consumer Connection

In the past seven years, Rockstar has connected to consumers through its Mayhem Festival. Large-scale marketing campaigns, sampling efforts and brand accessibility are Mayhem’s “names of the game”, and, historically, consumers haven’t minded at all. Each of Mayhem’s stop locations educate newcomers and festival old-timers about Rockstar’s new products, new flavors and new innovations.

Rockstar’s consumer connection, powered by experienced industry decision makers, interacts with dozens of sales and marketing teams across the country. Working hand-in-hand to elicit consumer response, brand awareness and industry evolution, Rockstar and its associates offer ticket price promotions, giveaways, products and prizes. One of the energy drink’s leading brands, Rockstar Energy Drink isn’t new to the experimental marketing forefront.

Brand Responsibility and Industry Insight

One of Rockstar’s foundation corners rests upon its dedication to family. Rockstar Inc.’s own Nick Allen attributes the energy drink’s dedication to camaraderie to brand and music connection. Rockstar, as a brand, intends to provide industry insight through entertainment industry impact by supporting Truth®. Truth® is one of the nation’s largest national youth anti-smoking campaigns existent, and its appearance at Rockstar’s Mayhem Festival furthers the brand’s forward approach to industry health standards.

Energy drinks, in particular, have come under fire from parents and health board executives who work on health and safety awareness efforts. However, Rockstar Energy Drink has buffered its brand image by partnering with Truth®, simultaneously maintaining its youthful image by supporting DJ spinning, signature metal bands, dynamic industry changes and great music.

Mayhem Festival Giveaways and Visibility

The Rockstar Energy Drink Mayhem Festival wouldn’t be promotional without free giveaways, and its sponsors are stationed to connect consumers with music, products and services. Contests, one-on-one company conversations, live events and giveaways are all present at The Rockstar Energy Drink Mayhem Festival, available each day of the tour.

Rockstar Energy Drink has also connected with the #FinishIT campaign—further promoting an anti-smoking campaign with Truth® managers. Mayhem’s new represented message will appear at the Wantagh, New York event, kick-starting its newest brand angle: one dedicated to consumer safety, health and cultural necessities.

Rockstar Energy Drink will benefit greatly from its return sponsor, Metal Injection. The online consumer resource will cover the event’s entirety, further solidifying Rockstar Energy drink as an industry mainstay. Metal injection offers annual ticket contests and giveaways, expanding Mayhem Festival visitor access to online platforms. Receiving great past responses, Metal Injection annually hits over 2,000 contest submissions, proving itself a more-than-viable sponsor for both Rockstar Energy Drink and accompanying brands.

Several multi-platform sponsors support The Rockstar Energy Drink Mayhem Festival, too, extending the brand’s awareness to near-synonymous levels of comparison with the big-name musicians featured within.

The Vans Warped Tour

On July 19, Vans unleashes its iconic Warped Tour at the PNC Bank Arts Center in Holmdel, NJ. Well respected for its cultural additions, Vans has repeatedly underlined the indie, punk and skating industry with great music shows, unique events and rock and roll lifestyle. Warped Tour fans resonate with their favorite artists in a jam-packed day session built to please. Organized from the ground up, annual Warped Tours deliver intuitive design, the world’s favorite rock artists and highly accessible admittance.

The Vans Warped Tour Clientele

Warped Tour does cater to younger audiences, though their recent program changes admit free parents. Warped Tour offers a single, complimentary parental admission ticket to accompany a ticket-holder under the age of 18. Wise in both responsibility and brand exposure, Vans supports the 2015 Warped Tour admittance policy vita its centrally located, yellow-top Vans Warped Tour guest tent.

Located near the venue’s forefront, the Vans tent idealizes the event’s sponsorship while gathering the event’s primary consumer base and fiscally empowered parental consumer base, too. Non-transferable, patrons must show actual ticket proof to gain entrance. This selective clientele program is new, likely expanding the Vans brand to parents capable of supporting its primary youngsters—teens under age 18.

The Music Saves Lives Program

Additionally, the Vans Warped Tour brings something new, hearty and altruistic to the music scene. The nonprofit Music Saves Lives program offers free backstage wristbands for up to 100 ticket holders. The only requirement is a blood donation before Warped Tour’s event setup. Patrons can earn their Music Saves Lives voucher in an official Music Saves Lives tent, gaining backstage admittance for the event’s duration. Drives begin April 2015 and are active until July 19.

Free Giveaways and the Vans Sponsorship

While Vans has sponsored Warped Tour in the past, its newest hallmark exists within the many non-profit freebies accessible through the tour’s wheel-spin event. Games, vendor villages and associate brands are all there, and visitors meet the music industry’s lead impactors alongside the adjacent fashion industry’s hottest styles.

Music has historically impacted fashion culture, and Vans has taken great leaps with its Warped tour build-up, design and attribution. Sponsorship prevailing, Vans will continue expressing its up-to-date identity with modern artist selection, new ticket selection options and its famous “compilation CD” downloads. Of course, Vans extends its patron services to online portals, where download links, ticket obtainment and event schedules are available.

The SideOne Dummy tent is available for visitors, creating a small economy for “everything Warped”. Warped Tour’s lineup varies per stop, though New Jersey’s featured event harnesses some of the brand’s newest, innovative options. The Warped Tour Fan Club has recently benefited from Vans, too, and its ticket holder line has become a primary mode for access—further expanding the Vans brand into primary, on-location ticket sales for eligible buyers.

Warped Tour is one of the music industry’s most memorable occasions, and its featured venues notoriously profit from its appearance and spillover marketing boons. Retaining its great inertia, Warped Tour will likely last years—Vans at the helm.

Red Bull at Lollapalooza

Lollapalooza isn’t going anywhere, and its ties to Perry Farrell, Jane’s Addiction’s farewell tour and high-spirited music has kept it rolling for over 20 years. Lollapalooza is one of the world’s finest events for parallel brands, food providers, record companies and long-term industry followers. This year’s Chicago-bound location will enrich Grand Park between July 29 and August 2, featuring iconic music inspirations like Metallica, Florence + The Machine and Paul McCartney.  

Connectivity and the Remote World

With highlights like Young Thug, Tove Lo, Tyler, Flying Lotus, Sam Smith and The War on Drugs, Lollapalooza’s intense visibility is viable for several marketing avenues. Modern connectivity, social media and instant-access multimedia—and Red Bull has, yet again, taken advantage of a multifunctional marketing doorway.

Lollapalooza’s multi-event days span across glory-filled restaurants, street events, jam sessions, product purchases and backstage interviews. Massive gatherings benefit musical shenanigans, and world-class artists are high-profile network leaders in the entertainment marketing world. Red Bull TV will broadcast the events as they occur, taking advantage of their internet media resources to expand brand awareness and associations.

Live Sets and Industry Quality

Red Bull’s brand connects with Lollapalooza at an empirical level. Lollapalooza is associated with enrichment, education and artistic value. More than a high-energy thoroughfare, Chicago’s hosting streets provide venues for some of the world’s best organizations. Over 100 thousand festival fans are brought brand awareness, and Red Bull’s experimental marketing tactics in 2014 are back.

Encompassing high-profile, altruistic partners like Working Bikes, the Love Hope Strength Foundation, Syd Rocks, Oxfam America and HeadCount, Red Bull TV effectively associates itself with multiple industries and caring foundations. Early-stage research projects, inspirational sustainability options, environmental conservation and economic awareness all promote Lollapalooza’s values.

Festival Highlights and Red-Bull’s “Wings”

Red-Bull Live’s unique angle further connects its brand with full access, exclusive shots and behind-the-scenes actions. As viewers tune in, the heart of Lollapalooza is discovered, and online access—essentially—generates a “better-than-live” window. In many ways, Red Bull’s innovative approach is possible due to its market segment. High energy, active lifestyle, music and classic fun are its associations, and Lollapalooza’s atmosphere is perfect for future marketing efforts.

While not entirely reliant on multi-brand networking, Red Bull’s reporter-like marketing approach further engrains it into online culture. Brands associated with active lifestyle have notoriously suffered such entry barriers, creating inaccessible, segmented markets. However, Red Bull’s midway access is generated through its nod to younger culture. The brand has already become somewhat synonymous with Lollapalooza—and it’s widely regarded as one of the event’s primary viewing spectacles.

Late July and Early August are great impact dates for Red Bull, and live performances enhance its brand access. While outreach, online access and market emergence are Red Bull’s primary goals, live brand association and boosted sales further their industry dominance. Viewers are reminded to “not miss a beat” on Red-Bull’s website, further declaring its attachment to Lollapalooza on an intimate level. Festival highlights, point-of-view shorts and unprecedented coverage have already been established by Red Bull’s 2014 Lollapalooza access—and they’ll only continue to benefit the brand’s powerful market presence.