12.9. 2:00 | Updated 18:32
Social and a rapper known for his capitalist-critical message Paleface (Karri Miettinen) takes a serious look at the camera in purple light and raps:
“When Tohmajärvi’s Nisse moves its production to China / Jou, the witches will not be able to Tsiiga / They are to blame now but do not crouch, even though everything is fishing. “
Behind the thick curtains, a glittering stage and a familiar Apocalyptica are revealed Eicca Top, who plays the doomsday cello.
Paleface and Toppinen perform in a fresh music video by Finnish rhythm music super band GG Caravan with a song The last branch of a tree. Its lyrics oppose climate change and consumer culture. This is a single from an album released by the brand new record company Menevä Records.
It was founded by the taxi company Menevä.
In addition to the climate and equality-themed album, the company is promoting a new feature in the taxi company’s application: the customer can order an electric car for their use. Electric cars currently account for two percent of the company’s car capacity, but the share is set to increase in the future, the company said.
Musicians have been cooperating for ages and ages. In Finland, for example, Hurriganes promoted the jeans brand Beavers and the energy company Shell as early as the 1970s.
In the 1990s, collaboration between artists and commercial actors began to grow slowly. As we enter the 21st century, and especially the social media era, advertising partnerships have become commonplace. Brands are looking for ventilation with a fresh face: Vesta promote Honor, Vesala Max Factor makeup, Robin drive a hybrid BMW.
The collaboration even creates songs. Saint hit Light Into The Dark is part of the online company Elisa’s campaign. Anna Puu sing in a TV commercial Lasse Mårtensonin A song adapted to the Juhla Mokka logo.
A rarer extreme is represented by product placement. In 2017, the Consumer Ombudsman issued a remark Arttu Wiskarille from the song A friend’s loaf, which sings about Gyproc drywall and a music video of the song featuring the company logo and those drywall. In 2013 Jukka-Poika sang from the Cumulus clouds with a song Message and its video introduces the Cumulus Hotel.
General the form of collaboration today is influential marketing, meaning that artists advertise companies on social media for money or free products. Despite the prevalence of commercial partnerships, Finnish artists do not seem to be happy to talk about their collaborative patterns.
Probably the reason is that making music is always a question of authenticity, says the professor of musicology at the University of Turku. John Richardson. Advertising can cause credibility issues.
“Is an artist genuine if he is in an ad? Do the companies he advertises represent the values that the artist represents? An artist always takes a risk if he makes too many commercials, ”Richardson describes the questions that can arise from commercialism.
Of course, the reaction of the fans also depends a lot on the artist and the genre: for example, the collaboration between an artist who emphasizes ecology and a car brand could raise eyebrows. The products marketed by the young pop artist can slip naturally into Finnish content, and fans expect to see their idols in commercials.
It is also a question of generational differences: Younger people are used to Finnish commercialism, older generations may be more critical of new forms of marketing.
New kinds of cooperation shapes emerge briskly. A good example is Just Going Records. The collaboration between GG Caravan and the taxi company began last year when the company hired the band’s founder, guitarist Tero Roininen to present To the Finlandia anthem composed Independence Day greeting. The anti-racism rapture also featured drivers with a foreign background. Most of the company’s drivers were born outside Finland.
“GG Caravan’s second album didn’t have a record company yet. It gave rise to such a crazy idea that well, once we have embarked on this path, we will then become a record company, ”says Menevä’s Sales and Marketing Director. Arto Peisa says.
According to Paisa, the band has got a completely free hand in terms of music.
“We hit the worlds of values together, and we trust that as a company we can stand behind the lyrics.”
Well-known Finnish artists such as Pyhimys, Paisley, Tommy Lindgren, SAARA (Sara Forsberg), Eicca Toppinen, Sami Yaffa, Remu Aaltonen and Anssi Kela. It is scheduled to appear this fall.
Going is looking for a marketing benefit with the album. Peisa hopes that with it, “responsible consumers” will also find the company’s services. At Peisa, it is important that Menevä also supports Finnish music culture, which has become cramped due to the coronavirus situation.
Karri Miettinen that is, Paleface says it is generally critical of advertising collaboration. For example, he doesn’t advertise any big brands on his own social media channels.
“I do quite a bit of commercial cooperation. Today, there are artists who constantly have some satanic protein bar on their lips. But I’m not the idiot who would use an artist image for that. ”
On the other hand, musicianship is a profession and it has to get along.
“Of course, many probably think that I’m a Luddite someone who lives in a sand pit, which is opposed to all the commercialism. But I have already, in principle, a commercial operator. I make music and live with my family and I assume that my music is paid for, ”says Miettinen.
Miettinen says he understands why many artists are now looking for cash flow from wherever they get it. In the post-digital revolution in the music industry, running a full-time musician career has become, to put it mildly, difficult.
“Music has basically changed for free. With streaming streams, you can’t live at all. The decline in sales of physical records has highlighted the importance of touring. Now the situation is especially awkward when the gigs are pulled down. Even for large artists, it is the main source of income. ”
Karri Miettinen saw the Menevä deal primarily as an opportunity to provoke discussion. Among other things, he temporarily had access to the company’s Twitter account, which shared information on climate change and CO2 emissions from the taxi industry.
Miettinen accompanies Peisa when he says that the company’s anti-climate change and anti-racism agenda fits well with his own world of values. He has not received a penny of money for his cooperation. According to the go, the artists will receive royalties from the radio plays as well as the Spotify streaming.
Professor According to John Richardson, in a country the size of Finland, few artists are able to make music full-time without diverse sources of income. He thinks that various commercial collaborations will only increase in the future, as in addition to the collapse in physical album sales, record companies expect artists to pay more and more for their own gig and marketing expenses, for example. This is also signed by Miettinen, who has worked in the field for 20 years.
There is nothing wrong with ads as long as it is transparent. Surreptitious advertising is problematic, Richardson points out.
“Young people may not be able to be media-critical about ads hidden in the lyrics of a song or music videos. Such raises questions about the ethics of operations, ”Richardson says.
Richardson, on the other hand, points out that, even if the paragraphs mention brands, it is not necessarily product placement. Many artists mirror the modern world in their lyrics, to which various brands also inevitably belong. Sanni there is a pair of Corona in the closet, Antti tuisku glows “Adduja,” rap artists cultivate Gucci and Rolex in rhymes.
With advertisers looking for new ways to influence outside the traditional media, sometimes having to be in the gray area. At the same time, more and more people working in the public sector also work in the field of making a fuss.
Social media content for celebrities is a particularly attractive marketplace from a corporate perspective. Recently, there has been a debate about the spread of advertising in the field of politics, when the Vice-President of the Greens and the Helsinki City Councilor Fatim Diarran there was a stir in electric bike cooperation.
In the HS report more than 20 other commercial co-operations between politicians emerged. For example, a video with the lead figure of the Now movement came up Hjallis Harkimo told about Rouhia Oy’s language tool on its Youtube channel. However, Harkimo himself did not receive a comment on the video from the Advertising Ethics Council, but a comment was given to the company marketing the language tool.
As there is a growing amount of similar commercial cooperation, the parties are considering their own guidelines for politicians on social media advertising.
Lifestyle blogs and social media commercialization University Researcher, Department of Social Sciences and Philosophy, University of Jyväskylä Riitta Hänninen says that the trump cards of somemarketing are personality and reliability. It is the capital that finnish influencers build for a long time in relation to their followers.
In the same way the artists harness economic relationship with fans a third party.
“When a product is associated with the personal story of a trusted character, it goes through consumers in a completely different way than traditional advertising,” Hänninen says.
The more personal the story to which the ad relates, the more effective it will be. For example, a presenter Maria Veitola has advertised life insurance on Instagram in a publication reminiscent of his deceased father.
According to Hänninen, in the early days of blogging, followers were not unequivocally positive about advertising. It was seen as violating the authenticity on which the appeal of all content was based.
“The more advertising has started to appear on social media, the more people have started to get used to it,” Hänninen says.
It is also associated with the professionalisation of the work image: the influence of women has begun to be considered a real profession, from which one has to earn a living.
“I don’t think even in the music industry anymore that an artist should be a hungry artist. It is permissible for a musician to seek financial security in different ways. ”
Still, nothing happens. Influencer marketers must constantly feel where the limit of credibility goes, Hänninen reminds.
“Ultimately, the audience decides what is allowed. Influencers have hands sensitive to potential conflicts. The audience also influences the influencers. ”
Correction 16.9. at 6.30 pm: It was previously incorrectly written in the story that Hjallis Harkimo of the Nyt movement had received a remark from the Advertising Ethics Council. However, the remark was received by Rouhia Oy, a company that markets the language tool.