Hadi says that buyers worth this holistic strategy more than they used to. Younger customers, she stated, tend to worth authenticity, which the advertising trade interprets as a choice for “congruence”, the concept that every thing should match with the brand and the story they tell about themselves. While it may not alter somebody’s decision about which automobile to buy, the proper music, in a specific car showroom, would possibly coalesce with a package of different particulars to make somebody be ok with the hefty sum of money they are about to half with. The core of a music marketing consultant’s work is creating distinct, cohesive musical identities for manufacturers. At other occasions, it may be finding a recent angle, corresponding to Kenyan restaurant group Nyama Mama, which caters to a younger, cosmopolitan clientele and the place, somewhat than just global, American-dominated pop, artists from Nairobi are also performed.
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