Now we know that the banks have wanted to be down with the kids as long as there have been students. Many of us can remember the scrum at freshers week to sign us up for our first bank account. And over the years one of the most popular hooks they’ve used to reach students has revolved around music – be they free record tokens or Walkman’s in my day, or downloads and MP3 players for today’s students. So after all those years of giving away music goodies what was it that persuaded Barclays Bank that they were ready to step-up their commitment in the music space by sponsoring nights at the Ministry Of Sound superclub in London? And to top it all there idea of sponsorship was to put up huge posters and banners around the club? I’m not sure who I’m more embarrassed for - the Ministry for taking the money, or the brand itself.

However, you would hope that even the most out-of-touch marketer would probably have guessed that Barclays attempts were likely to fall on deaf ideas. Yet plenty of brands still get it wrong, even though I’m sure they think they are getting it so so right.

How about Superdrug’s nail bar on a Double Decker Bus spotted at UK music festivals in 2006. “Girls like being pampered, and they like going to rock festivals. Result.” You can just see the meeting. So why were music fans going – nail-bar, rock festival, what, nah? Superdrug ‘Backstage’ was aimed at girls who wanted to glam up, be pampered, and even offered the opportunity to become a festival superstar via the Hairbrush Diva karaoke competition.

Had anyone involved in the brand ever been to a rock festival before? Especially somewhere like ‘T In The Park’. It’s in Scotland. It rains a lot. It can get very muddy. And if by chance it was really sunny, wouldn’t all those fair skinned Celts need factor 50 sunblock, not a pamper wagon?

citizensound says:

Music like any passion centre requires commitment from brands that wish to play in that space, be it a football or music.

And you don’t just get instant membership once you’ve joined the club. Few brands have the god given right to play in the music space - Levi’s and Jack Daniels are two rare brands that seem to just fit right in. But even if you are in that lucky position, you can still get it wrong.

If you want to join the club you not only need to show lots of commitment, but you at least need to try and be appropriate. And if by chance you get it wrong, learn by your mistakes. And remember it’s not only the artists who can take some persuading to get involved with brands. You also need to be aware that the fans can be even bigger critics, who unlike the artist aren’t getting paid to represent your brand!