Britain

Visiting live.burberry.com, you can watch performances.

Burberry is only one of the brands that break through traditional music and fashion cooperation.

Pop music stars Madonna and Beyonce have filmed advertisements for some brands. More and more brands are organizing live music activities, working with music festivals, building their own recording equipment, and introducing interactive music forms to attract young and fashionable consumers.

British lifestyle brand JackWills's music activities have been supported by students; their recording brand JWUnsigned allows fans to upload their own music and comment on each other.

The brand regularly performs live performances at the flagship store in London, as well as online radio stations.

The company's chief executive, PeterWilliams, said: "music is part of JackWills.

Our core consumer is a 18-21 year old college student.

They are interested in what they are interested in, and music is their main concern.

They direct the direction of the brand.

The number of registered JackWills social networks has reached 180 thousand, and music and social media have played a role.

The cooperation between Gucci sneakers and DJMarkRonson is also one of the cases.

MarkRonson designed a limited edition series of shoes for Gucci last year.

In addition, they also launched a iPhone (mobile Internet) application software, including Ronson songs, users can also make and share their own music.

When the software was launched last year, about 600000 people downloaded.

Also

In September of this year, Tommy Hilfiger was preparing to celebrate the anniversary of silver, launching the video of the new band Locksley.

For luxury brands, the charm of live music lies in its wide audience.

Last year, the consumption of music fans in England was 1 billion 45 million pounds. According to the information provided by live music websites, sales of live music for the first time in 2009 exceeded that of CD.

In recent years, the scale of Glastonbury Music Festival has reached nearly 177 thousand people, becoming the most popular media activity in summer.

The Coachella Music Festival in California attracted more than 17 thousand young people and some stars.

At this year's Coachella Music Festival, many fashion brands have held parties.

Diesel hosted a party in the Spanish style villa, attracting the silver screen star Rosario Dawson and the gossip girl actress Penn Badgley; Lacoste held a barbecue event, invited the actress Kristen Stewart of Twilight, American actress Rachel Bilson and British TV host Alexa tan.

The US clothing brand Express went further, and hosted live concerts of MacyGray and Crystal Method in private villas.

Rita Clifton, director of brand consultancy Interbrand, said: "companies are working harder than ever to create a sense of romantic experience for consumers.

These music projects are the way they integrate with audiences.

They try to control experience as much as possible and create brand effect as much as possible.

They control the music at the conference and the shops.

Think carefully, even if they make their own music, it's not a big move. "