Singing Soothing Melodies to Strengthen a Brand’s Reputation
Within corporate circles, artists and musicians were once perceived as rebels; unfit for engagements to do with brand building.
Interestingly, several things have happened in the relationship between the local art industry and the corporate world. Today, some forward looking brand managers have realised that the use of exclusive sight to communicate who their companies are, what they do and why they matter is limiting.
According to Noel Franus, “… sound has unquestionable potential in creating impressions. Sound triggers recall and reactions. And much like good visual or industrial design, it also has the ability to convey value and strengthen brand reputation.”
Mr Franus has written extensively on the use of sound and art in branding. He is also a director of strategy at Elias Arts and a former brand strategist with Sun Microsystems.
“Our everyday response to sound has an immediate, direct link to both the rational and emotional parts of our brain,” says Mr Franus in his essay titled Building Brand Value Through the Strategic Use of Sound.
Locally, several brands have started to appreciate what music and fine art can do in enhancing brand visibility.
Celtel is one such entity. This year, the company has facilitated public performances by Kirk Franklin, South African jazz ambassador Hugh Masekela, Burning Spear, and a host of other local singers to perform under the company’s sponsorship.
The company also sponsored Kenyan nominees to the MOBO awards, the Arts and Culture category during the annual CNN Journalist of the Year Award. Thanks to the same brand, music star Akon could be bringing his talent to his Kenyan fans soon.
Mbilia Bel, the self proclaimed queen of Rhumba music, jetted into the country recently for two performances in Nairobi. Just like the three Celtel Xtreme Weekend concerts headlined by Kirk Franklin two weeks ago where the company had invested Sh5 million, Mbilia Bel’s concerts were also facilitated by mobile phone service provider.
Mbilia Bel is not new to Kenyan music lovers. Recently, she pitched tent here after performing at the Divas of Nile and recorded alongside Suzzane Owiyo of the Kisumu 100 hit fame.
Locally, the diva’s name is mostly associated with Twende Nairobi, a praise song that she composed in praise of retired President Moi.
Mbilia started singing at 17, in 1976, as a back-up vocalist for Abedi Masikini and later for Sam Mangwana. When she finally joined Tabu Ley’s Afrisa International, Mbilia Bel’s talent - her sharp soprano voice and her captivating stage presence - was easily noticed and celebrated.
From Tabu Ley’s witty compositions, she picked the talent and witticism she needed to enter the industry with confidence. In the words of a National Geographic music reviewer, Mbilia is a stunning beauty, has an angelic soprano voice, and tremendous agility on stage.
She has stolen the hearts of music fans all over the continent and beyond.
The reviewer says: “Her heavenly voice moved those who listened to her slow jam to tears of joy. Her exceptional dancing skills left (and still leave) audiences roaring with delight, and lit up Tabu Ley’s already famous stage show.” But why has Celtel decided to dance to the beat in their branding?
Ms. Claire Ruto
“As a company operating in an African country, we cannot ignore music and other arts,” says Clare Ruto, the Celtel corporate and regulatory affairs director.
To connect with Kenyans, the company has spent up to Sh40 million in art and culture sponsorships this year alone. Ms Ruto adds: “Music runs deep in the fibre of every African, it brings out the best of who the African is, carries enthusiasm and the spirit of the African person.”
This year alone, Celtel has supported several music concerts featuring highly acclaimed artistes.
In June, during the Sawa Sawa festival organised by the Sarakasi Trust, the company joined hands with the organisers to bring into the country two international artistes.
Masekela and Burning Spear. With his searching lyrics, Burning Spear attracted tens of thousands of fans to the Moi International Sports Centre, Kasarani, as did Hugh Masekela to the Arboretum (both in Nairobi) where they staged animated acts.
“The idea of supporting music concerts is meant to also to bring out the creative in people, support and nurture creativity,” says Ms Ruto, who insists that every sponsorship must be carefully evaluated to ensure it is able to endorse the brand in a credible way.
“We also want to support events that are synonymous with our brand - lively and engaging consumers, the idea is to connect with people on the ground.” In the book, Advertising Business, John Philips writes that event sponsorship must seek to achieve a marketing objective besides contributing to a worthy course.
“Another consideration in the event selection is the size of the audience attending the event and the degree of customer participation in the event,” adds Mr Philips.
Though film and theatre could achieve as good results as music, Celtel has not been able to do a lot in that area.
“Theatre is still not able to attract a lot of audiences. People are still not sure where and when they can catch a play. We need numbers and continuity of projects we support,” notes Janet Kabue, the corporate affairs manager at Celtel.
Via Business Daily
