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Patrón connects aspiring musicians with industry experts via social media efforts

July 15, 2011

Patron's XO Music Cafe Project

Premium tequila Patrón is giving three rising stars the chance to shine if they submit their acts to the XO Café Music Project where they can receive advice from industry experts and promotion, touring or recording packages.

Patrón is encouraging unsigned bands to sign up via its Facebook application, XO Music Café. Entries will be accepted through July 21.

“As a brand, Patrón XO Cafe supports music and musicians,” said Jennifer Long, brand director at The Patrón Spirits Company, Las Vegas. “We’ve sponsored events at music festivals and increasingly we’re becoming entrenched in the music industry.

“So this initiative, and all the elements that go into it, was created to celebrate and actively help the music community,” she said. “It also allows us to engage consumers where they socialize.”

XOXO, Patron
Aspiring musicians are encouraged to register with Bandcamp, the company that Patrón is partnering with for this initiative.

So far, the Patron XO Cafe Facebook page has attracted more than 80 bands and 6,385 fans, per Patrón.

Bands can choose their favorite track that they have recorded and write a 100-500-word story of why they thinks they should win the prizes. Each band member must be at least 21 years old to participate.

patron-xo-cafe

XO Cafe Music Project rules and sign-up

The winners will receive tips from industry experts and an opportunity to perform at one of Patrón XO Noir music festival after parties.

The band will also win its choice of a prize package of promoting, recording or touring support to aid its success in the music industry.

The “On the Road” touring kit includes a prepaid gas and food card, hotel vouchers, a PA system, mixers and cables.

The “In the Spotlight” promotional kit includes stickers, business cards, posters, banners and a radio spot.

The “In the Studio” recording kit includes a mixing and mastering session, rehearsal and studio time and CD copies.

Package information

Patrón dipped into the underground band scene to understand which resources unsigned bands value most, per the brand.

The packages are valued at $2,860 each.

A judging panel will select 100 semi-finalists based on creativity, musicianship and persuasiveness and appeal from their written portion.

Finally, the public will get involved July 25-August 19 and rate the bands.

The eight winning bands will move into the finals, where three will be selected to win the prize package of their choice. The winners will be announced in late August.

Blended interest
Many luxury spirit brands are connecting to consumers through music, possibly as a way to influence young consumers.

“The younger market can be a very powerful driver for a spirits company,” said Chris Ramey, president of Affluent Insights, Miami. “Often, it is the younger market that creates and drives buzz.”

Patrón XO Cafe Facebook page

For instance, Belvedere Vodka used pop sensation Lady Gaga and the launch of her new album, “Born This Way,” in a multichannel campaign using social media and events to intertwine the two fan bases (see story).

Other luxury brands, such as John Varvatos (see story) and Gilt City (see story), have been using music as a way to connect with consumers, most notably through social media.

Indeed, Patrón is marketing this initiative at various music festivals across the country, per Ms. Long.

“The most successful brands are those that create and maintain a real connection and dialogue between the brand and its consumers,” Ms. Long said. “That philosophy has always guided us at Patrón, which is why several years ago we created the interactive Patrón Social Club community.

“Our new Patrón XO Cafe Music Project is designed with the same goal in mind, to build a relevant connection with people who enjoy this spirit by tapping into their passions – in this case music,” she said.

However, young consumers are generally not a luxury brand’s target audience. Is social media an effective way to burgeon its fan base?

“The people that appreciate the up-and-coming-band-scene is a small niche,” Mr. Ramey said. “But the investment on Patrón’s part is small, too.

“It’s not clear to me that this is a luxury brand’s target audience,” he said. “But let’s not forget that there are differences between a luxury consumer and an affluent consumer.”

Nonetheless, the reason that Patrón is spending the bulk of its efforts in digital marketing is because of the nature of its audience, per Ms. Long.

“One of the unique elements of this program is that we truly did our homework to determine just what is most valuable and important to an emerging band in terms of prize packages,” Ms. Long said.

“Anyone can claim to support music, but it was crucial to us in designing the Patrón XO Cafe Music Project that we truly made it useful and relevant to musicians,” she said.

Final Take
Rachel Lamb, associate reporter on Luxury Daily

Rachel Lamb is an associate reporter on Luxury Daily. Her beats are apparel and accessories, arts and entertainment, education, food and beverage, fragrance and personal care, government, healthcare, home furnishings, jewelry, legal/privacy and nonprofits. Reach her at rachel@napean.com.