With everyone carrying around a lifetime’s worth of songs in their pockets (and even more on the Internet), the modern music experience is as much about how you listen to it as what you listen to.
In a new marketing campaign, Sonos enlists a bevy of notable music artists such as Rick Rubin, Q-Tip, Gary Clark Jr. and St. Vincent to attest to the experience of listening to music out loud in their homes.
“It’s an amazing time in music. There’s never been a time when so much is available so easily,” Chris Kyle, vice president of global brand experience at Sonos, tells Marketing Daily. “Basically, the entire world of music is at your fingertips. But by the same token, people aren’t having the rich, immersive music experiences at home they once did.”
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The new campaign is an attempt to showcase the amazing times we currently have in music, while also pointing out that all the music should be shared, Kyle says. “[It] builds on the work of years past in that we’re showcasing how music can transform a home,” he says. “It is important for us to be specific as to what Sonos products do and the actual experience a person can have in their own homes.”
In one video, for instance, Clark Jr. notes: “Music is not a houseplant. It shouldn’t just stay in one room. I want rock in the kitchen, soul in the bedroom and blues in the whole house.” Using his smartphone, he sets the Sonos player to have music fill his entire living space, with speakers all over his house. In another video, St. Vincent speaks about having accessibility to every song “that ever mattered.” “So then what? Music’s meant to be heard. Where your life happens, where you dance, where you love and where you live,” she continues, as shots of people dancing, singing and tapping along to music roll by. “When everyone has access to every song that’s ever written, what matters most is how you listen.”
“We believe a house filled with music is much more of a ‘home,’” Kyle says. “So [the campaign is] ultimately not about the products, it’s about the environment they create.”
The campaign began with a television spot that first aired on Nov. 1. It will also include digital ads on the Web, music streaming ads, mobile video and social media, as well as outdoor in New York City, Kyle says.