Local music streaming site Ohdio has just launched Ohdio for Business, its latest effort to appeal to brands by offering more than just a platform to display advertisements but also a way to connect deeper with consumers through its collection of songs and the different ways brands can take advantage of it.
They say music is the soundtrack of people’s lives and when it comes to brand outreach, it’s almost always accompanied by music. From radio jingles to TV commercials and even brand placements within songs, music has always been part of brand communication and the Internet is opening up a whole new way for this collaborative effort.
Ohdio co-founder Ario Tamat said that he wants to present Ohdio as a technology platform. Since its launch in June 2013, the company has always been seen as a streaming-music service, but the technology that runs Ohdio can be easily repurposed to fit a number of different needs.
Music-based brand experience is what Ohdio is after and when compared to hiring artists as brand ambassadors or sponsorship of concerts or albums, partnership through a music marketing platform has a larger potential reach at a significantly lower cost because there’s no big name artist to sign, no expensive brand placement fees.
For example, brands can easily embed carefully curated playlists on their campaign websites. Ario said that the playlist approach though, should be part of a larger campaign, not something that runs by itself. In other words, it could be a way to reinforce brand association through music. “Easy way to continue engaging customers when there’s no new product to announce, for instance”, he said.
To serve as examples for what brands can do with Ohdio’s technology, Ohdio has set up a number of websites that stream specific collections of songs including lagu70an.com, lagu80an.com, lagu90an.com, musikselamanya.com and lagugalau.com. These websites let visitors listen to Indonesian songs from an unpublished preselected list and in keeping with Ohdio’s radio format, no way to select, skip, or replay the songs that are being streamed. Unfortunately these websites only stream music to desktop browsers, at least for now.
Ario said that brands in Indonesia have yet to embrace music the way their counterparts do in other countries and that is a huge lost opportunity. “I don’t see music playing a big part in campaigns here unless it’s related to a tagline, or an artist endorsement, and for offline campaigns, the draw is usually the artist, not necessarily the music”, he said to AdDiction.
He also said, “labels and agencies very rarely talk to each other and when they do, it’s about licensing”. There are many other music partnership deals than brands or agencies can take advantage of beyond licensing a song or hiring artists as brand ambassadors. Universal Music for example, has a business solutions unit offering a number of options such as exclusive content deals, concert packages, artist merchandise, and so on.
Coca-Cola is one brand that understands the power of music. It has always been very closely associated with music dating back to at least the 1950s and its FIFA World Cup campaign in 2014 hinged on the collaboration with former X-Factor star David Correy and percussion group Monobloco to produce one of the year’s biggest songs, The World is Ours. According to Coca-Cola, “the song topped the iTunes charts in 18 countries and sold more than 2.5 million copies worldwide”.
Ario said that the flexibility of Ohdio’s technology allows the company to create custom solutions for brands who want to take advantage of music to help maintain or enforce brand association and keep the consumers engaged.