Subsequently, the internet blew up with opinions on whether or not this honor was truly deserved. President Obama congratulated Dylan on Twitter, along with many others, but some are less supportive. US novelist, Jodi Picoult, tweeted she was “happy” for Dylan, but added the hashtag “#ButDoesThisMeanICanWinAGrammy?”.

I felt some nostalgia when I discovered the news. Growing up, Dylan songs were always playing at our house. My dad owns every album, bootleg, LP, EP, you name it. In our household he was referred to as “Holy Bob”, and as much as I hate to admit it, I was not a big fan of his music as a kid. Maybe it was the child rebel in me, or maybe it was because I thought his voice sounded kind of funny.  Truth is, I didn’t understand or realize the gravity of his lyrics at the time.

After learning more about his songs, I realize how impactful they were, and still are. I have to say my personal favorite is ‘Tangled Up in Blue’. Although I wasn’t a part of his following early on, I realize he was the voice of a generation, and a powerful one.

Many may think of Bob Dylan as just a musician, but he is arguably a more talented communicator. In public relations, we strive daily to create powerful and resonant messages through language. We want people to think deeply about what we are trying to convey and better yet, do something about it. A good communicator is not just a good writer, but communicates with an authentic, unaffected and at times, a fearless voice. Bob Dylan’s lyrics have not only commanded attention, they’ve demanded action. Blowin’ in the Wind and The Times They Are a-Changin’ were considered anthems of the anti-war and civil rights movements. Dylan has been directly credited for influencing opinions and inspiring mobilization.

Dylan has also shown that he does his research. He once said, “If you like someone’s work, the important thing is to be exposed to everything that person has been exposed to. Anyone who wants to be a songwriter should listen to as much folk music as they can, study the form and structure of stuff that has been around for 100 years.”  The same rings true in any creative endeavor and especially in PR.  Researching what campaigns have worked in the past and the steps that were taken to create them is all part of the process if you want to be successful. Every week at Fineman PR, we hold a “Creative Steals” session to dissect and analyze communication campaigns from around the world that inspire us, and we discuss what we would do to make them even better.

With all of the controversy around his winning of the Nobel Prize for Literature, I found myself questioning, “Why wouldn’t Bob Dylan deserve this award?” Bob Dylan moved people and his lyrics got through to people in ways that most writers will never be able to do, no matter how hard they try. I’ve seen first-hand the way his songs have moved my dad, and I feel lucky that I got to experience at least a little Dylan in my lifetime.

The post A Great American Communicator: Reflections on Bob Dylan’s Nobel Prize Win appeared first on Fineman PR.

For consumer lifestyle brands, these platforms can be an especially effective tool for connecting with audiences on an emotional level by tapping into the social identities people create through musical preferences.

Before Spotify announced in May that brands can create sponsored playlists on its platform, companies like Jose Cuervo, Ultimate Fighting Championship (UFC), Coca-Cola, and even our very own client, Dunkin’ Donuts, have successfully capitalized on the appeal of music streaming services by creating playlists which reflected their brand personalities and/or target demographics they intended to reach.

Music streaming platforms also create a unique opportunity for brands to experiment with fluidity of voice and psychographic targeting.

For example, General Mills used a fresh approach to native placement in the music hosting space, when it dropped a surprisingly well-produced rap mixtape for Hamburger Helper on SoundCloud. Using laughable lyrics and club-worthy beats, the mixtape elevated Hamburger Helper’s product by showing that the brand was endearing, relevant and in-touch with its audience of internet-trolling Millennials and college-age males that often look to the product for an easy, budget-friendly meal. The project generated viral success and widespread praise from Twitter users and industry experts alike.

This tactic may present some dissonance with brands that lack a consumer-centric approach to marketing. As the General Mills example illustrates, outstanding results are achieved when brands put themselves in the psychology of their target consumer, and create resonant content in order to connect with a listener’s lifestyle choices.

For brands looking to break into this creative concept, it’s important to remember the emotional, entertaining and subjective role music plays as the soundtrack to people’s lives and lifestyles. The best content emerges when brands relinquish a firm grip on their guidebooks in order to break through to relevant audiences.

The post Striking the right note with consumers through music streaming platforms appeared first on Fineman PR.