Individualized Approach To Listeners with Bruno Mars

Average- 8 Min Read

What is the hottest song now?

The answer is “APT.” by Rosé and Bruno Mars, released on October 18, 2024. The music broke records by entering the top ten on both the US Billboard Hot 100 and the UK Singles Chart, marking the first time a K-pop female soloist achieved this.

Today, we’ll explore Bruno Mars’ approach to engaging with his fan base. But first, let’s dive into the current trends in music marketing.

Generational Differences in Music Preferences

In our previous post, we explored how digital media changed the landscape of the music industry, allowing musicians to connect directly with fans. This transformation, however, highlights generational differences in how people discover and engage with music.

For those aged 10–30, platforms like Instagram, TikTok, and Twitter are the sources for finding new music. These platforms, with billions of users, generate fresh trends everyday. To stand out in these platforms, music is often created to be more upbeat, designed to grab listeners’ attention within the first few seconds.

In contrast, people over 40 tend to favor traditional media like TV and radio, which they grew up with and trust. Weekly music programs and reliable fact-checking contribute to their continued popularity. This demographic also enjoys music that evokes good old days, reminding them of fond memories from the past.

These generational preferences, shaped by digital media adoption, lead to differences in favored genres.

However, great music can bridge these gaps. Internet hits often make their way to TV and radio, allowing traditional media to connect with younger audiences as well as appealing to older listeners. Conversely, songs loved by older listeners can gain attention among younger generations through shared experiences within families.

This demonstrates that while the favored genres may vary, any type of music can create a buzz when presented through the most suitable channels.

One example of this is “APT.,” the song we introduced earlier, which has successfully appealed to listeners across different platforms and demographics.

Why is “APT.” so popular now?

One key reason is its nostalgic music style. The song draws inspiration from the retro funk and soul sounds of the 1970s and 1980s, evoking memories of the funky trends from that era. This style strongly appeals to listeners over 40.

Additionally, the song features a catchy melody with ROSE’s emotional and distinctive voice, creating a fresh experience for audiences.

The simple, repeated phrase “APT,” derived from the Korean pronunciation of “apart,” forms the core of the chorus, making it highly addictive and memorable.

The nostalgic harmony and comforting melody line also strike a chord with listeners, offering a sense of connection in a world still recovering from the isolation of recent years in the pandemic. The song acts as a trigger for fond memories, adding to its emotional appeal.

With these compelling elements, “APT.” has not only climbed to the Top 3 on the British Billboard charts but has also caused YG Plus, the streaming company behind the song, to see its stock price surge by 140%.

Collaborating with Bruno Mars is a smart choice to bring out these elements. He excels at incorporating nostalgic styles into his music. For instance, his album “24K Magic” embraced the R&B sounds of the 1980s and 1990s, seamlessly blending them with funk to create an emotional appeal.

He also collaborated with Mark Ronson on the hit song “Uptown Funk,” which drew inspiration from 1980s-era funk music. This nostalgic track topped the charts in 19 countries and landed in the top 10 in 15 others. Through his seamless integration of funk influences into his music, Bruno Mars is recognized as a global star.

With over 30 Grammy nominations and 15 wins, his achievements speak volumes. Examining his approach to engaging with fans provides valuable insights into what it takes to become a beloved and successful artist.

Bruno Mars’ Career

One of Bruno Mars’ most iconic moments was his performance at the Super Bowl halftime show on February 2, 2014.

At just 28 years old, he became the youngest artist ever to headline the event. He opened the show with an electrifying drum solo, followed by performances of his hits “Locked Out of Heaven,” “Runaway Baby,” and “Treasure.” The show featured a special collaboration with the Red Hot Chili Peppers, performing their fan-favorite “Give It Away.” Mars concluded the set with his Grammy-winning ballad “Just the Way You Are.”

The performance captivated a global audience, reaching a record-breaking one billion viewers worldwide. It’s recognized as one of the greatest halftime shows of the past two decades.

Bruno Mars always prioritizes delivering top-quality performances to his audience.

When he was invited to perform at the Super Bowl halftime show for a second time as a special guest of Coldplay’s show, he was initially skeptical. Collaborations at such a famous event come with immense pressure, as expectations from both the audience and the artists themselves are heightened. Bruno Mars knew that performing with global stars like Coldplay would require extra preparation to meet those expectations.

Despite his concerns, he ultimately agreed to join the performance, and together with Coldplay and Beyoncé. They delivered an unforgettable performance of “Uptown Funk” during the halftime show.

Bruno Mars showcases an intelligent approach to fan engagement by using CRM (Customer Relationship Management) strategies to build and maintain his fan base.

But before diving into how Bruno Mars utilizes CRM, let’s first understand what CRM is.

What is CRM?

CRM (Customer Relationship Management) refers to technologies that help companies track and manage their relationships with customers and prospects. It helps companies document and analyze customer data, which can lead to improved relationships and targeted marketing.

Companies use CRM to monitor customer behavior, including purchases, and identify which markets they are reaching. This helps ensure that their strategies approach effectively with their target market. By analyzing CRM data, companies can also maximize LTV (Lifetime Value), which represents the total profit a customer is expected to bring over the course of their relationship with the brand in their life.

Increased Competition: With digital technology making it easier to sell products and services, there are more competitors in nearly every market. Companies need to stand out and connect with customers to stay ahead.

Difficulty in Acquiring New Customers: It’s often said that acquiring new customers costs five times more than selling to existing ones. This highlights the importance of prioritizing relationships with current customers to ensure long-term profitability.

These same principles apply to the music industry. For artists, maintaining a dedicated fan base is essential for consistent success. By keeping his fans engaged and loyal, Bruno Mars ensures a steady stream of support for future projects and performances. This is where his use of CRM-like strategies comes into play: understanding his audience and building strong, lasting relationships with them.

Let’s look at an example of how Bruno Mars utilizes CRM effectively.

Examples with Bruno Mars

Bruno Mars has performed all over the world, from North America to South America, Europe, and Asia. After his shows in major cities, he created “Thank You Videos.” These videos are featured in each city and often humorous, offering fans a fun experience behind the scenes.

For instance, after performances in places like Mexico City, São Paulo, and Kyoto, Bruno filmed funny videos. In Mexico City, he dressed up as a luchador and joined a Mariachi band. In Brazil, he got a tattoo, and in Tokyo, he visited a lot of famous spots.

His team has been creating these videos since 2016, showing that he values connecting with fans on a personal level. By sharing these moments through the videos, Bruno is able to build a sense of close friendship with his audience, much like the vibe of his music video for “The Lazy Song,” where he wore a monkey mask while singing. This fun, playful personality has made him known as a “silly goose,” and it’s a quality that fans love.

These Thank You Videos help Bruno Mars strengthen his relationship with fans, showing appreciation and making them feel more connected.. This personalized interaction is a key aspect of his CRM strategy, as it helps build loyalty and keep fans engaged long after the performance is over.

The approach to engaging listeners is crucial for creating a buzz and expanding a global fan base. As seen with “APT.,” the style of music plays a significant role in capturing attention.

Once an artist gains recognition, maintaining audience engagement becomes equally important, and Bruno Mars exemplifies this through his innovative Thank You Videos.

In our next blog, let’s explore how other musicians have risen to stardom!