From China to India and throughout Asia, millennial music fans are coming out of the woodwork. Home to nearly 60% of the global millennial population, this digitally empowered and socially connected audience constantly searches for new experiences and unique performances that are driving growth in the music industry – and transforming how global brands connect. The magnitude of this opportunity and challenge is not lost on marketers, who in turn are evolving the way they use music to engage with new and loyal customers. At Vans, music is seen as a platform for creative expression and how they convey the essence of their brand in new and emerging markets. To accelerate growth and build connections with youth culture, branded music is created including:
CREATIVE STRATEGY
To ensure global consistency and local relevance, a creative strategy for music is created for Vans and align the essence of their brand with cultural preferences and evolving interests.
MUSIC CURATION
Our music Supervisors hand-selected music from Vans’ pre-cleared music library to engage new and loyal customers in the Vans brand experience and immerse youths in a story they can be part of.
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