If Russell Simmons, P. Diddy and Tommy Hilfiger can make McDonalds uniforms cool, then what can they do for your Hip Hop station’s image?
I don’t know. Seems to me it would be worth dropping some cash on a key artist in my format if that format was artist and music driven and that artist could, for example, help design some of my imaging, my logo, even my TV spot. In bragging rights alone that would have value.
Remember, people wear stuff their heroes wear, they do stuff their heroes do, they listen to stuff their heroes listen to and produce.
I submit to you that beyond having the stray artist drop on the air we do not use our connections to these artists nearly enough to step into the halo of their brand power. I’m talking about more than hosting a show. I’m taking about leveraging their brand.
And, of course, the flip side is that they get to leverage yours. Everybody wins.