According to Universal Music’s Olivier Robert-Murphy, brands can help fight music piracy. He explains how now brands see musicians as more than performers and people that are creative and whom they can form broader partnerships with.
Some examples of these were Will.i.am with Intel and Lady Gaga with Polaroid. Intel hired Will.i.am as Creative Director. He helped Intel develop new technologies, music and in technology advocacy. The main goal was to improve the optimal sound experience the way that the artists intended it to be heard by their customers when playing through headphones or speakers. Lady Gaga was named Creative Director for a special line of Polaroid Imaging products. Polaroid was interested in her due to her fashion forward aesthetic and close connection to her fans. They worked on merging the iconic history of Polaroid and instant film along with the digital era.
Robert-Murphy said that now brands form partnerships with these musicians and they are able to give customers the same experience as free, but even better. The more people that like this option the more people that they can recruit to subscribe as well. This will help customers realize it is more than just the content of the song and it is more about the whole experience, including the technology and brands and branding are helping musicians and helping spread awareness.
Willi.am with Intel:
Lady Gaga with Polaroid: