Black Music in Marketing
In honor of Black Music History Month, we recognize the profound impact Black music has had on culture and marketing. Black music can be a powerful medium for storytelling and connection, thus shaping consumer behavior and building brand loyalty. Harnessing the power of music connects brands to audiences, driving them toward purchase.
Historical Influence and Recognition
During a time of segregated music syndication, DeFord Bailey, the "Harmonica Wizard," wowed 1920s radio audiences. The medium of radio allowed listeners to enjoy his music without considering his race. Bailey influenced white harmonica players like Whitter and Bilbro, gaining induction into the Country Music Hall of Fame in 2005, more than two decades after his death.
The influence of Black artists on "mainstream music" began to change. By the end of the 1940s, artists like Nat King Cole in jazz, Dinah Washington in pop, Marian Anderson in opera, Louis Jordan in swing, and Nina Simone in gospel, folk, jazz, and R&B reshaped popular music by becoming household names.
The Golden Age of Black Radio
In the 1940s, white radio station owners targeted the African American market. "Negro appeal" radio programming expanded dramatically. Though the Black audience was not the target, advertisers still did not recognize Black consumers' buying power or influence. There were, however, a few exceptions. In 1948, a Jax Beer commercial featured upbeat music played by a Black pianist with two Black women. This groundbreaking move set a precedent for using Black music and cultural elements in marketing campaigns. In 1949, Atlanta's WERD became the first Black-owned and programmed radio station, marking the Golden Age of Black Radio.
Increasing Prominence of Black Culture
"In 1947, [Mack Jr.] hired Edward F. Boyd, an African-American adman who later became known as one of the fathers of niche marketing. Boyd crafted ads for Pepsi that celebrated Black cultural and professional achievements and above all portrayed African-Americans as normal, middle-class consumers. It was this marketing push that ultimately drove Pepsi's rise to the number two soda company in America," according to Liberal Currents.
Despite the Golden Age of Black Radio and Pepsi making strides, Coca-Cola, its competitor, decided to harness Black star power to market its products. The Supremes' soulful sounds appeared in advertisements exclusively across Black radio stations in the mid-1960s, marking a significant shift in how Black celebrities promoted products.
Influential Commercials and Endorsements
It took time to see Black music as a motivator to purchase. However, in November 1983, a year after his hit album "Thriller," Michael Jackson partnered with Pepsi in a $5 million deal. Jackson's moonwalk in Pepsi's 'The New Generation' TV ad became the go-to dance move of the generation. Pepsi's $7.7 billion year, 1984, proved that Black music can convert to green dollars in marketing.
Black music in marketing continues to evolve with the changing landscape of technology, especially in the social media space, with brands strategically partnering with artists to drive awareness and solidify brand loyalty.
In December 2023, Megan Thee Stallion partnered with Planet Fitness. As 'Mother Fitness,' Megan promoted co-branded merchandise benefiting the Pete & Thomas Foundation. The campaign included ad spots, social content, in-app workouts, "Ahhfirmations," and social AR filters. According to Barkley, The campaign saw 22.2 million views of her live performance, a 6% increase in NYE ad awareness, and 98% positive sentiment on social media.
In 2020, TikTok revealed that the most popular in-platform music genres were Hip-Hop/Rap, followed by Pop and R&B, with 8 out of the ten most viewed artists being Black. Many artist's songs were sampled and used to sell products on the platform, showcasing the enduring influence of Black music in modern marketing strategies.
Modern Collaborations
Black music in marketing continues to change as artists share various facets of their personalities aside from their music, choosing to lean into their celebrity status rather than their artistry when selling products. We see this in the following artist collaborations.
- McCan World Group reports H.E.R. joined L'Oreal as a brand ambassador, promoting self-worth and women's empowerment. The campaign, featuring stars like Jane Fonda and Viola Davis, was shared 16 million times.
- Lizzo launched Yitty, a shapewear brand, in partnership with Fabletics. TikTok videos under #Yitty amassed over 65 million views according to Fashionista.
Marketing Insights and Strategies
Using Black music and musicians in marketing draws attention to both the brand and the artist. It ties the desire for the celebrity to the desire for the product, enhancing both parties' reach and awareness. This technique is a prime example of influencer marketing, where brands leverage the popularity and influence of artists to reach broader audiences.
Collaborations build upon shared values, deepen connections through brand segmentation, and increase brand awareness and positive sentiment among diverse audiences. Black music conveys emotional depth, which is crucial for emotional branding. Whether through collaboration with an artist or using trending sounds, Black music can express warmth, joy, defiance, and a wide range of emotions that resonate deeply with audiences.
Brands must utilize cultural intelligence when marketing their products using Black music. Authentic representation respects the culture and craft, enhances brand credibility, and builds trust and deeper emotional connections with the audience.
Music can also be a throughline in an omnichannel marketing campaign, used across various channels—social media, TV, radio, and digital platforms—to create a cohesive and impactful brand message. This approach ensures consistent engagement and reinforces the brand's message across multiple touchpoints.
The influence of Black music in marketing is undeniable. From historical contributions to modern collaborations, Black artists and their music have significantly shaped consumer behavior and brand narratives. Celebrating Black Music History Month reminds us of Black music's vital role in connecting with audiences and driving brand success. By understanding and leveraging these marketing strategies, brands can create more meaningful and impactful campaigns that resonate with diverse audiences.
