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Liquid Online

“You have just stepped into a world where advertising and entertainment combines.” This is the first line on Liquid Online’s “sound branding” page, and it is a perfect description of what they do. Liquid Online is a company based out of Gold Coast, Australia, and their focus is connecting bands with advertisers for cross-promotion purposes. Basically, if you are a band and you are at that place where your not getting any smaller, but your not getting any bigger either; then Liquid Online is a good place to go. They set you up with advertisers to help get you sponsorship deals. This way you can get some much need cash for touring, recording, piercings, tattoos, instruments, hookers, whiskey… whatever you need. Also, they throw your music on their radio channel, and online TV channel, to help promote you.

All of this is great, but the thing about Liquid that really turns me on is their idea of “sound branding.” Throughout their site, they pose a very important question for businesses; “What does your brand sound like?” This is a fantastic idea for branding a campaign! For each company, or even product, give it a recognizable sound! For example: If I was doing a campaign for the Subaru WRX (it’s a sports car) I might find a few pop-punk bands, that no one has heard of, and use a song from each band to use for my TV spot. This way all of the campaign’s music is in the same (or similar) genre, and then the Subaru WRX has a sound. From then on, every time people hear a pop-punk style song and an engine revving, they will think of Subaru.

Doing this with a popular band would cost a fortune. A fortune that many businesses can’t or wont pay. This is why I say use a small band that isn’t big yet, because then the business gets their music for a lot less. This way the band gets cash and exposure, and the brand gets a sound. There are bands all over the place that are just as talented as the big name musicians, but won’t charge an arm and a leg for rights to their music, mostly because they just want people to hear it. The trick is finding these artists and bands. Going around to clubs and small venues, looking for a brand sound, is tiring, and a lot of times live shows don’t give  good representations of what they will sound like in a studio. So, Liquid Online brings these “underground” musicians to the advertisers, with samples of their music and contact info.

Easy, and good for everyone involved.

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