# Co-Branded Music Campaigns Spotify x Jim Beam's 'Respect the Craft' Supports of Emerging Artists By Laura McQuarrie | Published 2015-07-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/respect-the-craft References: [Create](http://Create) & [ca.spotifyemerge](http://ca.spotifyemerge.com/jimbeam/) 'Respect the Craft' is a new initiative from Jim Beam and [Spotify](https://www.trendhunter.com/trends/read-like-you-listen) to support upcoming Canadian artists and bands. The campaign was specifically crafted to target Millennials, asking them to put their voices forward and vote to #MakeHistory. On the site for Respect the Craft, the pair of brands features 13 up-and-coming Canadian musicians. Users can listen to music from each of the artists, as well as read interviews and biographies to get to know each contender a little better. The choice of the #MakeHistory tag is meant to appeal to young Millennials who strive to ordinary moments into memorable stories, embrace spontaneity and go with their gut. Since music is a natural way to celebrate all of these things, the choice of [partnering up with Spotify](https://www.trendhunter.com/trends/spotify-amex-resy) was a natural one for Jim Beam. ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 29% | Activity: 28% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Co-branded Music Campaigns:** Collaborations between brands and music platforms offer opportunities to support emerging artists and engage with younger audiences. - **Supporting Upcoming Artists:** Initiatives like 'Respect the Craft' enable brands to provide a platform for up-and-coming musicians to showcase their talent and gain exposure. - **Millennial Marketing:** Targeting millennials through music campaigns allows brands to connect with this demographic that values experiences and authenticity. ### Sectors Adopting This - **Beverage Industry:** Brands in the beverage industry can explore co-branded music campaigns as a way to enhance their brand image and connect with consumers on a deeper level. - **Music Streaming Platforms:** Music streaming platforms like Spotify can leverage co-branded campaigns to support emerging artists and expand their user base. - **Marketing and Advertising:** The marketing and advertising industry can utilize co-branded music campaigns to create engaging experiences for brands and reach younger audiences in unique ways. ## Related on Trend Hunter - [Beer-Branded Music Platforms](https://www.trendhunter.com/trends/chill-amplified.md) - [Beer Brand Music Platforms](https://www.trendhunter.com/trends/coors-light-chill-on-shuffle.md) - [Playable Beer Coasters](https://www.trendhunter.com/trends/budweiser-campaign.md) - [Beer-Branded Fictitious Record Labels](https://www.trendhunter.com/trends/coors-light-records.md) - [Music Ticketing Campaigns](https://www.trendhunter.com/trends/fix-tixflation.md) - [Creative Music-Based Campaigns](https://www.trendhunter.com/trends/music-deserves-bose.md) - [Music-Centric Branding Initiatives](https://www.trendhunter.com/trends/mtv-video-music-awards1.md) - [Music-Inspired Campaigns](https://www.trendhunter.com/trends/new-pepsi-campaign.md) - [Refreshing Spirits Campaigns](https://www.trendhunter.com/trends/refresh-your-season.md)