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Swapping More Than Music: With an open mouth kiss, Britney Spears and Madonna swapped their Brand DNA in a public sex act at the MTV Music Awards – the ultimate marketing orgy, and the pro-creation of two new music brands.

To appreciate what's really going on when the former Princess of Pop is taken under the wing of the music industry's proverbial Material Girl, take a good look and listen to what's been happening with brand development of hip hop recording artists:
Like-minded artists always have been drawn to each other creatively and professionally, but only in hip-hop do you see such fervent collaboration. While some of the magnetism bringing the artists together is shared admiration and friendship, the overall purpose is generally more business-minded.

Although not overt, what's going on in hip-hop is quite revolutionary. And it's forcing the rest of the music industry to reconsider their own potential for self-promotion.

Hip-hop has created what might be the ideal business model for networking and branding. Over the years, certain luminaries have emerged and become godfathers of hip-hop, CEOs of a sort.

...

But the business plan of presenting protege after protege via mad collaborations isn't one that will likely be adopted by other genres, mostly because it's a tactic that is specific to hip-hop.
In recent years, we've seen that tactic used to crossover hip hop to mainstream music audiences; such as Dre's authentication of Eminem and, more recently, Timbaland's reincarnation of Justin Timberlake. Brands don't always cross genres, or generations, without a glitch.

But the cross-branding strategy is moving beyond hip hop. Madonna is the godmother of popular music, and the calculated move to cross-fertilize her brand with Britney is not just Madonna continuing to reinvent herself. It is the creation of a brand new Britney. Tonight, Britney Spears launches her new video, Me Against The Music, featuring Madonna. Listen up and see that this is not your little sister's Britney Spears, or your father's Madonna.
Posted by abnu on Wednesday, October 22, 2003 @ 11:19 PM [ + ]

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