Those brands are going to start losing.Ī pheasant purchased as a joke when McGrath’s sister-in-law misheard his wife’s request to get him a “present.” Heather Sten It’s going to become very clear very soon that doing everything in-house is unsustainable. So moving creative partners inside the brand to find efficiencies and save money is counterintuitive to the way the business is moving. People are moving away from brand-out messaging to consumer-centric, which is good news for everybody. The trend of brands bringing creative teams and agencies in-house is ridiculous. What trends are you keeping an eye on in 2020? When that light switch flips on, we’re off to the races. But the biggest joy is when artists realize this isn’t what it’s about, that we’re actually interested in supporting them and hearing about what they want to do and achieve, ideas they’d love to put more money behind that the label wouldn’t be interested in but perhaps a brand could come in and help. And artists are still fighting for the biggest check and against the biggest logo - that’s how they enter the conversation. Skepticism and doubt about what the platform is going to be is the heart of the struggle, and the lack of trust is completely legitimate because brands still want certain things from the artists that aren’t necessarily what artists want or should be doing. How do you convince rule-breaking artists to meet the demands of a commercial brand? This is not a “sip, this-tastes-great” type of influencer program.Ī signature USS New Jersey hat commemorating the famous battleship that McGrath’s father served on. It’s powerful when a brand can simply say, “Look at Quavo’s story, look at what he’s about to do next.” Having a shared passion is the best way to communicate to consumers. They’re saying, “We’re going to break these rules and succeed because of it.” Then you find someone like Quavo: He’s succeeding absolutely on his own terms, making no concessions. Even at the product level, Martell is pushing against the traditional model for a successful cognac. Martell really wanted to promote the idea that in order to succeed in life, you don’t need to change the way you speak, dress, how you think, what you believe - and that isn’t the message everybody hears growing up. Quavo is probably one of my favorite examples. The artist needs to embody the brand’s values when they’re not working with the brand. But it’s very hard for a brand to have a conversation with consumers and convince them that they actually do embody those values. A brand wants to connect with consumers on shared values. What’s your philosophy when it comes to matching artists with brands? If you’re just completely relying on data, you’re missing an opportunity to tug on a heartstring. When you combine those two elements in the right way, that’s how you win. But why people like red is the other part. For instance, it might say people like red a lot more than blue, so make more red. Marketing is about finding and maintaining consumers, listeners or whatever. It’s the difference between using your gut and relying on data. Why is it so important to understand the distinction? People often view branding and marketing as synonymous. Night After Night recently brewed its own spirits brand, Barking Irons Applejack, distilled from upstate New York apples.Ī “retired” shirt that Phear gave to McGrath for his 40th birthday. He’s also in the midst of organizing the first music program for new client TX Whiskey. McGrath launched a new Quavo/Martell spot in December and is planning further evolutions of that campaign and Jameson’s “Love Thy Neighborhood” platform. Arrive.” starred 21 Savage.Īccording to Night After Night, since it began working with Jameson six years ago, the brand has nearly quadrupled its sales (moving 3.5 million cases in the United States last year, up from 1 million in 2014), and Martell’s platform experienced a 30% increase in domestic growth.
Paak Migos’ Quavo appeared in the “Make Your Statement” campaign for Martell Cognac and Avión Tequila’s “Depart. The “Love Thy Neighborhood/#LoveThyBar” campaign for Jameson Irish Whiskey featured singer-rapper. In 2019, McGrath helped major liquor brands work with rap artists. Night After Night’s stable of spirits: Barking Irons original Applejack and overproofed White Night (McGrath and company co-founder/CEO Elliott Phear co-own the spirits brand) a can of Hap & Harry’s Neon Leon beer, a limited release from the craft beer brand and Kings of Leon, which the agency designed.
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