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Coors Light Taps Local Music Acts To Connect With Local Audiences

“By partnering with local musicians and celebrating their journeys, Coors Light is able to bring its brand values to life locally, while connecting with consumers through the passion point of music,” said Anne Pando, Marketing Manager at Coors Light.

Coors Light is updating traditional radio ads by rolling out a promotion to highlight emerging and under-the-radar artists in 10 key cities across the U.S. as a way to reach streaming music fans.

The beer brand is working with Music Audience Exchange (MAX), a data science provider that maps specific audience tastes to a database of 765 genres, 2.4 million artists on streaming musical outlets like Pandora and Spotify.

The campaign, “My Climb. My Music,” is intended to promote artists, their music, and their stories on streaming services, top FM radio stations, and social media in Chicago, Dallas, Denver, Houston, Los Angeles, New York City, Orlando, Philadelphia, San Antonio and State College, PA.

The artists Coors Light is featuring in the campaign are from these local areas. Not only is Coors Light featuring the artist in a meaningful way, a MAX rep says, but they have a unique local component with the artist and an existing fan base. This offers a unique local lens and connection.

“By partnering with local musicians and celebrating their journeys, Coors Light is able to bring its brand values to life locally, while connecting with consumers through the passion point of music,” says Anne Pando, marketing manager at Coors Light.

Local Hip Hop act Crooked Stillo is participating in the local Coors Light promotion.

Coors Light says its goal is to shine a light on up-and-coming artists in these markets and be a part of their “climb” by providing a larger platform for them to share their music with the world.

The effort comes as a “renaissance” is occurring in the role of audio as a marketing tool, with interactive speakers and online streaming become more mainstream.

As J. Walter Thompson’s Elizabeth Cherian noted at last month’s Cannes Lions event, speaking and listening is the oldest means of conversation; the human mind is inherently designed for this type of interaction — far more than the artificial motion of swiping at a smartphone.

With that in mind, Coors Light and MAX have established 26 unique artist partnerships, “with many more to come,” the companies say.

“We’re thrilled to partner with a great brand like Coors Light,” says Carlos Diaz, Cofounder and CRO at MAX. “And it’s been so exciting to see the impact of Coors Light’s support for emerging artists. It’s been a win for the brand, artists and most importantly the fans.”

DJ Chose, a Houston-based artist, found his partnership with Coors Light to be beneficial for his career.

“Things are crazy now that Coors Light is backing me,” says DJ Chose. “I never thought I’d see the day I would have a beer supporting my brand! The campaign with Coors [Light] has my fans blowing me up on social media responding to Pandora and Spotify commercials. I’m receiving so many ‘I’m proud of you’ text messages…it’s overwhelming!”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.