Get Social

Soundtracking, and why i want to build a brand with it

Posted on: August 14, 2011

So, we’ve established that Instagram is a fun photo-sharing tool in use by some killer brands (recently, Pitchfork, Matador, Moo, and my brand-crush the Level Up), and now I’m thinking I haven’t seen Soundtracking used this way (peep the official page here), and it may deserve its fifteen minutes. The interface is similar enough to Instagram, with basic menu functions allowing one to follow a user, change his/her profile photo, and scan a recent feed of “soundtracked” songs. Obviously, the app pushes to Facebook and Twitter, too. So, you key in the song you’re listening to or have the program identify it (think Shazam or my preferred Soundhound), and can soundtrack your life, along with your location and a relevant photo. Nifty? Yeah, I can dig this.

I use the app occasionally, when I’m out and about or driving (oops) and want to capture a nifty song. It’s helped me ID new music and also allows me to share with the internet collective that I think, at this exact moment, everyone damn well ought to be grooving along to ‘Everyday is like Sunday.’But the huge differentiator I’m highlighting between Soundtracking and Instagram is I’ve yet to see brands use it.

Why not? Well, it’s going to mean you’re sharing (and endorsing, to some extent) third party content. You may be building a fan base skewed to certain musical tastes, which may not be ideal. But I have to say, there has to be a brand or 100 out there that could benefit from this kinda of network. Maybe it’s that chic Newbury Street boutique, soundtracking their dressing room sounds, or, hell, even the Gap could fall into this kind of sharing to build a network. I haven’t done the necessary focus groups, but I think people like music and will link it with images, and that could even lead to songs or artists triggering a customer’s subconscious consideration of the brand that posts it.

I’m not handling marketing efforts for any clients in-house, so I can’t pick up on the office or team vibe and put this idea to the test. My day job, constantly plugged into Pandora and various XM radio, would be an awesome guinea pig; what if we soundtrack employees’ daily favorites?

Somebody, try it before I get the chance. Or let me know if it’s happening. As Madonna would say, music makes the people come together. Yeah. So can it cause them to rally around the right brands? I think so.

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