MV sponsor - 2019
COMMUNICATION TREND ANALYSIS
CAMPAIGN SUMMARY
Seeing KOLs promoting for brands through media, especially ads and printed ads was normal. The audience only sees sponsored KOL music videos in special holidays, such as New year eve, because having a contract with KOL and creating an image or short ads was cheaper than sponsor for a whole music video. According to Bong Mai (2019), a basic contract without having music video involve might get over 500 million Vietnam dong, the cost might be different based on the occasion. However, a KOL music video could reach 5 billion per MV, the ad promotion cost on media usually 2 to 3 times higher than the production cost. Even though these methods
were well known since 2016, an important breakthrough of ads in Tet holiday period, but 2019 specially marked the explosive of sponsored music video. Leading by Tiki, with the plan of having collaborated with over 100 music video products. Tiki's boldness has stimulated other businesses to pay attention to this field, creating a trend in brand marketing.
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TREND ANALYSIS
According to Greenway (2017), there are 3 common ways to apply KOL in music ads: artistic order, artist sponsor, and use available music background. First of all, the MV content and song will be created due to the product, mostly uses to deliver the product message. The benefit is that consumer easily links the song, the KOLs to the brand. One of the well known MV for this method was from Miranda brand, a 2019 music video. The campaign has successfully use Bich Phuong singer as their KOL. The MV leaves the audience with the message “Miranda – Forgive the old story”. The video receives over 13 million views on Youtube after 5 days uploaded (Advertising Vietnam 2019).
Figure from Brand Vietnam 2019.
Next, artist sponsor way allows the KOLs to be free in creating their content. Although the video could be relevant or not to the brand, the music video must contain the product, or at least the brand name. This method gives the MV a soft and natural approach to the customer. Greenway describes the relationship between the music video and the product as “The song has an independent life even when the brand's advertising campaigns have ended” (2017). This is the method that when popular during 2019. Strongbow has applied this method in the latest music video “This song is chill” from DenVau rapper. The brand’s logo only appears on the background and at the end of the MV. The video receives 13.140.000 views after 7 days of upload on Youtube (Nhat Nguyen 2019).
Figure from Kenh14 news, 2019.
CONCLUSION
Tiki has created an opportunity for other industries to promote themselves. Since brands promoting has become a norm in the music industry, audiences have been recognized many brands on KOL MVs, and they enjoy the fun when spotting a music video without Tiki sponsor. Tiki campaign is an excellent example of using KOLs to promote their brand, however, it overwhelms people with their sponsors. Many companies have used this method of branding themselves during this period, but more selective and careful about KOLs products.
Last but not least, create an ad based on the original song. After paying the license for the song, brand can then change the song’s message to fit with their needs. This could help cut half of producing times and money, compare to other methods. Recreate a song is a safe method since audience reaction could be predictable. On 2019, Samsung has used Bich Phuong’s “Ever married” song during Tet holiday campaign. The song has been a performance by Bich Phuong herself after the song message has changed to “Ever free”. The “Ever free” receives over 11 million views after 10 days launching on Youtube (MillaVu 2019).
Image from Blog 7saturday news, 2019.
There are several reasons for companies to focus on sponsoring music video products.
Firstly, the explanation of viewers on Youtube platform. According to Sage (2019), Vietnam is one of the top 5 biggest markets for viewing time on Youtube. An average Vietnamese spends over 100 minutes per day just to see entertainment videos. The article also claims that customers prefer to see brands in a music video than being annoyed by non-skippable ads.
Secondly, the advertising and entertainment industry have a beneficial symbiotic relationship. According to director Uyen Thu (2017), being sponsor help artist reduces the cost of producing an MV. Vietnam music industry doesn’t require the consumer to pay for listening to music, most of the profit came from individual works and contracts. Company sponsor helps the artist to produce MV, while the brand can promote their products and caught audience attention. Tien Cookies singer also shares that she used to avoid sponsors from companies until 2017 because of the unpredictable status of the MVs (Kenh 14 2017).
Lastly, competitive in Youtube video ads. On early 2019, Tiki has released their intentions on a sponsor for 100 music video products. This campaign was created to compete with 2 current competitors in the same market, which is Shoppe and Lazada. According to Sage (2019), Tiki aims for young social media user just begin to have financial independence, which aged from high school to university. The frequently appears of Tiki on music videos create an urgent of using KOLs among companies. Therefore, in 2019, it's easy to catch an MV with sponsor.
Some of the successful campaigns of all time branding their product in KOL MVs might be Bitit’s “Go to return” campaign in 2016. The campaign only sponsors for 2 KOLs but receives a massive positive reaction. Until 2019, Biti’s campaign still be one of Vietnam best campaign (Brands Vietnam 2016)