Living In A Barbie World

Photo: Courtesy of Warner Bros. Pictures

Are you tired of living in a Barbie world? Too bad and sorry, not sorry for adding yet another Barbie commentary to your digital desk. The iconic doll has pervaded our lives to such an extent this year that I couldn’t help myself. I will aim to keep it music related.

The extent: A total of 20 artists are involved in the soundtrack (including Ryan Gosling whose music career runs deep, and yes I’m also counting Mark Ronson). Mattel’s licensing team locked in 100+ deals with brands spanning fashion, gaming, hospitality, food & more 🥵The movie is expected to gross $100M = Warner’s total marketing spend (it does not include Mattel budget).

The why: Inspired by Marvel’s resurrection, Mattel sees opportunity in exponentially reviving Barbie’s IP through franchising beyond the toy aisle. The campaign’s snowballing effect has been so effective that other businesses around the world hopped on the trend to include pink variations of their offerings. Jealous.

The music takeaway: Much can be learned from a marketing & branding angle - check out this IG post or Twitter thread we did for those insights; before you ask, yes we did mention the massive marketing budget most of us don’t have but that doesn’t mean there’s nothing to learn there.

What I’ll add is this: music wasn’t an afterthought but a similarly strategic tool that was leveraged in an incredibly smart way. Whilst the Barbie marketing strategy had a nostalgic focus, Mark Ronson and team carefully curated a diverse lineup of (mostly) young talent with a fresh sound.

If you're a legacy artist, there are many opportunities for you to tap into a younger audience with the right type of partnership (think Kate Bush x Stranger Things although you’re not limited to film & tv; in fact, it’s better to think outside the box here and go to places others aren’t thinking of). For younger talent that’s struggling with TikTok, remember that 30+ year-olds have deep pockets (2bn people still use Facebook daily) and parents, in particular, would do anything to invest in their children’s happiness and education. Something to think about.

Andreea Magdalina, Founder at shesaid.so

What Music Can Learn From The 'Barbie' Movie

Image of Billie Eilish from her Instagram account on July 18; behind-the-scenes of her video for her Barbie movie song, “What Was I Made For?”

The 'Barbie' movie premiere and soundtrack teach us a few valuable lessons on the importance of building your brand.

Here are 8 tips inspired by the iconic 'Barbie' universe.

1 - Define Your Brand

Just like the stars at the premiere, let your brand shine through in everything you do. Clearly define your artistic brand, values, and unique selling points. Be authentic and create a visual identity that reflects your music and personality.

2 - Collaborate For Success

The 'Barbie' soundtrack brought together artists from different eras and genres. Collaborations can expand your reach and introduce you to new audiences. Find like-minded musicians and create magic together.

3 - Diversify Your Sound

Barbie's movie soundtrack showcased a variety of musical styles. Experiment with different genres, sounds, and influences to create a unique sonic signature that sets you apart from the crowd

4 - Multidimensional Expression

Barbie represents diverse roles and careers. Expand your horizons and connect with your audience on multiple levels. Explore different avenues for creative expression, e.g. focus on merchandise, fashion and see yourself as a creative entrepreneur.

Margot Robbie and Nicki Minaj at the premiere of "Barbie" held at Shrine Auditorium and Expo Hall on July 9, 2023 in Los Angeles, California. Michael Buckner for Variety

5 - Create a Strong Online Presence

Barbie’s marketing strategy left fans in awe. It's also a testament to the popular doll's already strong brand identity, reimagined for today's world. Build a solid online strategy that focuses on social media, streaming platforms, and a mailing list. Focus on 3 channels, build a community of superfans and scale from there

6 - Depth Is More Important Than Scale

Whilst having a big social media presence certainly helps, you don't need a huge profile to be successful. Creating a deep relationship with a few people is better than a large but shallow group of fans. Focus on your early supporters, similarly to how the movie focused on the doll's number 1 audience segment: young aspiring women.

7a - Partner with Established Brands

Just like how Barbie leveraged the power of music artists, strategic partnerships can amplify your brand, expose you to wider audiences and bring in new revenue. Brands are often drawn to artists with distinct identities that align with a new target audience. Research and identify relevant brands, then convince them of the mutual benefits of connecting with your highly engaged community of superfans.

Stewart Cook/Shutterstock

7b - Partner with Established Brands

When it comes to marketing statistics, focus on your strengths.

Remember you don't need a huge social media presence - high engagement matters more.

Utilize your existing network and be very clear in your outreach.

8 - Money Can Buy Success

With that said, it's important to acknowledge that all this incredible hype around the Barbie movie would not have been possible without a hefty investment. Most films don't get the same level of marketing spend because most don't have such a powerful and iconic brand backing them. Remember that next time you compare yourself to someone who might have been lucky enough to have more financial support than you.

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