2Scoops wins at the Hollywood Music in Media Awards. A new way for brands to benefit from music?

The Hollywood Music in Media Awards is an interesting and very different awards scheme for the music business. Unlike other shows, it recognizes the importance of music in all media. Until now, most music awards shows typically recognize music as standalone entertainment.

But where would movies and television be without music? It’s an integral part of all entertainment, including advertising, games, events and the internet. It’s an integral part of our lives.

The song ‘2Scoops’ also represents an interesting and different scheme for brand communications. It’s one of the first times (if not, the first time) a full length song, originally written and launched as a 30 second track for a TV commercial, has been picked up and distributed by Universal Music, top 40 radio and music video channels.

2Scoops has attracted conversation, reviews, comments, posts, listens and video views across the internet and in traditional media as well, with both the BBC and CBC writing about it.

Through the song (as social object) and the use of social media, Credit Canada has extended its reach and message well beyond traditional campaign flights and reaped the benefits because of it.

As most know, a common practice with music in advertising is to purchase the use of popular songs. This works. It can help gain a lot of attention. But often the attention is gained in favour of the song, singer, or band, rather than the brand. Blackberry’s recent campaign, “We love U2,” is a good example of that.

Another problem is the marketing limitations and the expense. It ain’t cheap.

‘2Scoops’ demonstrates that brand marketers can benefit from original and unknown music to gain as much, if not more traction than paying the ransom of renting existing hit songs. It also shows that if the song becomes popular, the brand can go along for the ride. Something a brand cannot achieve with an already known and existing popular song.

The runner up to ‘2Scoops’ was the MTV award winning ‘Everywhere’ by the pop star Michelle Branch. Which cost Chase Bank a fortune, I’d wager.

If you’re interested, you can read more about the Credit Canada case and 2Scoops here.

Tagged as: 2Scoops, Advertising, Credit Canada, Entertainment, Flatacre, HMMA's, Marketing, Music, Music industry, socialmedia, Universal Music Group