Beats and Brands: Will Dubstep Help Sale Your Product?

As the baby boomer generation begins to retire and spend less, companies are looking for new ways to capture the loyalty and dollar of the millenial generation. A few too many companies if you ask me have jumped on what seems like a never ending band wagon ride of “if you play what they listen to they will buy it”. It all started with a slick commercial from Microsoft promoting their Internet Explorer 8. The commercial featured a very catchy dubstep song that made you take notice, sit, watch, and listen.

I was one of thousands that immediately Googled the lyrics to find out who the amazing song was by. It’s been three months since I first saw that commercial and Alex Clare’s “Too Close” is still sitting nicely on the top of the alternative iTune charts thanks to people like me that saw the commercial and downloaded the song. At the time, I thought it was cool and progressive that Microsoft used dubstep in their commercial. It was a bold move, that made you think the product would be equally as bold. It seems a long list of companies thought the same and decided to follow Microsoft’s lead. Unfortunately, things are no longer cool, progressive, or bold once they’re over used.

Dubstep is now being featured in commercials selling everything from cameras, to video games, to soft drinks, to coats. Some of the companies that are featuring dubstep in their commericals clearly using the music as a last resort to sale their product. Willy Wonka rarely has television commercials for their products, but they recently released a new commercial with bass heavy beats and electronic sounds for their Nerds candy. Those ad dollars could have been better spent Willy Wonka! HP recently released a commercial for their Beats Edition laptop that features NERO’s “Promises.” Now a laptop that features high end audio technology being sold using dubstep makes sense and is smart. Watch MTV, ABC Family, or VH1 for an hour and you are guaranteed to see one of these commercials featuring dubstep or electronic music

Dubstep has become wildly popular in the United States over the past two years thanks to DJs such as Skrillex and Bassnectar. Wikipedia defines dubstep as a genre of electronic dance music that originated in South London in the late 1990s. Dubstep made its way into many US homes and onto the mainstream scene when Skrillex was nominated for Best New Artist at the 2012 Grammy’s where the show ended with a dubstep finale by Deadmau5. NorthFace features Bassnectar’s “Above and Beyond in its coat commercial and ” Skrillex’s “Scary Monsters” is featured in a GoPro camera commercial.

Many companies that have seen a slump in their main product sales are having the “bright/innovative” idea that promoting their product with this new genre of music will do the following:
A). Attract the loyalty and spending dollar of a younger demographic
B). Show their brand as hip/cool to that younger demographic and
C). Boost their sales and revenue

I know advertising and marketing teams think 15-25 year olds are mindless idiots that will buy anything that is placed in front of them or deemed cool, but we are a little smarter than that. Well genius marketing teams,you’re going to have to do a little bit more to achieve the above goals. This commercial mix has been done too many times in the past few months. It’s time to go back to the drawing boards and find something else that’s shiny and new to wave in the faces of this generation. Enough is enough already.The only good from all of this overused marketing technique is dubstep is being exposed to the mainstream masses and with each commercial becomes closer and closer to truly being recognized as a true type or genre of music.

Let me know your thoughts. Are you over the dubstep commercials or are you loving them? If you’re a dubstep fan do you like the companies that are using the music more? Post your comments below.

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