More on bands and brands

Posted by Rob Walker on November 24, 2008
Posted Under: Murketing,Music,Update

I don’t know much about The Fray. But when they cut a deal with ABC, they are not kidding around. Not only did they debut their newest single on [edit: a promo for Lost during — see comments] Grey’s Anatomy (“Viewers will be directed to, where they can find a three-minute version of the clip as well as a link to iTunes; there they can buy the single, which goes to radio the next day”), Billboard reports:

The partnership between ABC and the Fray … also includes an agreement for the band to appear on the American Music Awards, “Good Morning America” and the outdoor concert series on “Jimmy Kimmel Live!” ABC will use “You Found Me” as the promo song for this season of “Lost,” and discussions are underway to use the band’s music on sister channel ESPN during the height of football season.

Wow. I guess somebody still believes network TV can move product!

[Via Songs For Soap.]

Further diversion may be found at MKTG Tumblr, and the Consumed Facebook page.

Reader Comments

This kind of feels like a strategy used by the first wave of dotcoms: Build critical mass quickly and the rest will take care of itself. I admit to not being familiar with The Frays music, I’ve heard of the band and probably even know one or two of their songs, but don’t associate the band directly with a tune.

I wonder who they appeal to (Jimmy Kimmel, football, GMA, AMA Awards, Lost). Are they hoping their sound will connect with one of these groups? This sort of top down approach seems very short-term, but then again they probably signed a monster deal, so what do they care if they are irrelevant in 2 years?

Written By Rick Liebling on November 24th, 2008 @ 10:53 am

I love your notes on the oprah delicious link! Keep it up!

Written By Dr. Horowitz on November 24th, 2008 @ 11:36 am

Hmm… I think there’s a big difference between music and any other ‘product’ on the market. A great song will get in your head and pull all sorts of emotional levers in a way that no soft drink, automobile or burger can. Bands like The Shins and Youth Group would be nowhere without the exposure they got on film and TV. It’s more than product placement – it’s emotional attachment!

Written By Matt Granfield on November 24th, 2008 @ 6:52 pm

Wait. I read that Billboard article to say they were debuting the song on a trailer for another ABC show (Lost), not on the show Grey’s Anatomy. Didn’t I?

Written By josh on November 24th, 2008 @ 10:35 pm

josh, you are right, I misread the Billboard item. My item corrected. Thankyou.

Written By Rob Walker on December 1st, 2008 @ 7:32 am

It seems that allot of music artists are marketing themselves by having their music played on TV networks. I know the CW, after every episode show the artists that played during the episode and their album cover. All the viewers who watch these shows are exposed to music they might not hear otherwise. I know myself from watching one of these shows I have become a fan of “One Republic” that I might have never been exposed to. This led me to purchasing their album which makes me agree that TV still has an impact on selling products.

Written By Chris Torres on December 2nd, 2008 @ 3:45 pm

This is something they tend to do often with movies more than music. They always debut movie trailers “exclusively” during a TV show broadcast and promote it beforehand. It usually ends up on youtube before anyway. Music in commercials seems to be effective though, all those iPod commercial songs usually become popular after.

Written By Adam M on December 3rd, 2008 @ 3:57 pm

I feel like this is actually a great idea. While bands are different ‘products’ then most, in many ways they can be marketed using the same tactics. TV exposure can be great for bands. It can expose their music to a larger audience, including many viewers who would not normally listen to the specific genre. This is also good for branding. Viewers may start associating the Fray with tv series Lost. “Hey isn’t that the song/band you hear during lost?” This can lead to it being viral marketed, through daily conversations. Also having ABC help them out can only be a positive thing. ABC has also given them a slot to perform on some big shows which are watched by millions of viewers.

Written By Erin Dorn on December 14th, 2008 @ 12:06 pm

Television exposure of the band’s music is a great way to expand the band’s fan base and appeal to a larger group. By signing the deal and getting exposure from ABC, the Fray also will be getting to air their music on ESPN during the football season. This will allow the Fray to expose their music to many new groups of people and expand their fan base

Written By Brian Angelone on December 17th, 2008 @ 4:28 pm

In perception wise, there is a huge difference between music and product, like Matt mentioned above. I think the use of television has long been a great form of advertisement. It reaches numerous consumers and appeals to their senses.

Written By Young Choi on December 17th, 2008 @ 4:59 pm