Dive Brief:
- Wrangler teamed up with Universal Music Group Nashville in a deal to bring music content to its online and mobile platform, Wrangler Network, according to a company press release.
- The first promotion was a live stream video of George Strait performing at a Texas dancehall.
- The agreement includes exclusive curated content for the Wrangler Network such as acoustic performances by UMG Nashville artists and lifestyle features of current and up-and-coming country music stars.
Dive Insight:
The Wrangler Network was created in 2013 and this latest deal indicates the brand sees digital music as a way to reach its target audience. Partnering with UMG Nashville should only add to the appeal of the network for country music fans with the quality of content while providing Wrangler with brand awareness as the de facto sponsor/publisher/promoter of that content.
Digital music is increasingly a key tactic for marketers looking to reach mobile users, with streaming their favorite songs one of the most popular smartphone activities. Integrating music into a digital marketing strategy can also help associate a brand with positive feelings while usage habits can provide important insights into customers. Media conglomerate WPP is betting on the power of the insights from digital music behavior via a new partnership with streaming service Spotify.
Terms of the Wrangler, Universal Music agreement were not disclosed.
“Wrangler has always been one of country music’s favorite labels, and through this partnership with UMG Nashville we’re charting new territory to be able to offer viewers more of what they want," said Craig Errington, vice president of marketing, Wrangler, in the release.
