We are getting used to partnerships between tech companies and musical artists. In fact, the first post in this blog was about Samsung and Jay-Z bold move, more than a year ago. Now it’s time for Intel to team up with the rapper Curtis James Jackson III – aka 50 Cent – to present the SMS Audio BioSport In-Ear, a new headphone set that feature sensors to measure the wearer’s heart rate at all times.
From a branding perspective, when I look to these deals I have to ask myself: what could have been the rationale to choose this or that artist? Most of the times, the answer is simple: companies what to take a ride in the artists’ reputation and get under the skin of their fan communities. There’s nothing wrong with it and this strategy goes way back in all traditional “how-to marketing” books.
But being a decisive strategic decision, I sometimes fail to understand it from my spectator point of view. To take my share of responsibility on the flaw, I really don’t keep track on 50 Cent career and my artists’ perception is still stuck on the “gangster-style” video of Candy Shop.
It’s undeniable that he is a multi-millionaire business man but I can’t still relate him with the healthcare values, sports (does being a boxer businessman counts?) and healthy living on would expect from this type of gadget.
I still remember start seeing a few years ago Beats headphones in many soccer players from the biggest European teams and clearly think how cool and aspirational the brand was positioning itself. Can’t have the same feeling on the SMS Audio BioSport In-Ear yet but I’ll sure be expecting a smart marketing move from 50 Cent and Intel any time soon.
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