How can brands stand out in the music space?

When it comes to brands, music is one hell of a crowded marketplace.

The two Cs - clutter and credibility - means that brands really need a reason to be in this space. They need to be involve audiences in the right way and genuinely enhance the music experience for the people that matter - fans and audiences. Otherwise there just ain't room.

Bands like Radiohead and Nine Inch Nails understand this, but it's a more difficult thing for brands to differentiate themselves in this way.

My colleague Brett pointed this one out to me. Nokia's involvement in the Good Vibrations music festival is a good example of a brand doing smart things in music. Especially in a festival environment where signage, promo girls and water pistols are the norm.

Reason to be there
You could send an SMS and download the Nokia mobile festival guide with chances to win freebies, VIP passes (worth it for the loos), Nokia Comes With Music phones, and most importantly, the festival map and program. You know that bit of scrunched up soaked paper that you keep losing throughout the day, forcing you to talk to strangers and search underneath empty beer cans in the dark?

Genuinely enhance the experience
Nokia provided free WiFi access across the festival (apparently this was a little on the dodgy side).

Involve the audience
Nokia set up a Mobile ‘portal’ (available through WiFi) that provided info about the day and let you rate your favourite acts (good idea not to make it too hard). And if you enjoyed the music, they plan on loading up the top picks on a Best of Good Vibrations playlist available on the Nokia Music Store after the event.

What's your favourite brand in music example?

Have you seen somebody else's phone?

Nokia has just launched TV ad in the UK as a lead in to their online drama Somebody else's phone. I'll be watching this one with interest.

Firstly because it's designed for global interaction appearing in 10 different languages. Secondly, because they've introduced it with a TVC rather than using digital media to enable discovery and pull us into the story. Thirdly, because they're using a mix of digital and more traditional media like outdoor and radio. And last, because I'm looking forward to observing how they utilise social media (so far I've just checked out Jade Yu's facebook page).

The drama unfolds over six weeks after which time "the characters' stories will confront crucial decisions that will affect their future."

I've had an initial look at the website but it's hard to get a picture of the interconnected lives of the characters and who they are. Maybe this is just the beginning.

Here's the ad.

Let me know what you think.

Update: I wanted to like this. I really did. But I've given it a crack and it's like reading through a random bunch of text messages from people you don't know and aren't necessarily that interested in. I think the important thing in narrative driven games is to enable both shallow and deep participation, but I can't find the right entry point for me in this one.