Merging genres and blending bordersCrafting a music marketing campaign that crosses borders holds more challenges than other efforts, given that music is often deeply tied to local cultures. Sprite’s hip hop marketing, for instance, had been historically rooted in the U.S. But Joshua Burke, Coca-Cola Co.’s senior director for global music and culture, suggests music is now less anchored to specific countries. “We see a trend right now in music and fandom in general where music is truly borderless,” he said. “Previous generations defined themselves by the genre of music [they] listened to,” Burke said.

Source: Daily Nation May 31, 2022 10:42 UTC