Marketing PNL

Introduction:

Today, the world of music is vast and the artists are full of imagination in order to stand out from the competition, I decided to study: How did the band PNL revolutionize marketing in music?

1. A duo we hardly know anything about

At a time when all artists are exposing themselves on social networks, chasing after all the TV shows and interviews, PNL has never made any shows, interviews or "featuring" with other artists. On their Instagram account, which has no less than 1.5 million subscribers, they are very rare with only one post every 6 months. Mystery is one of the aspects of the duo's communication that makes them successful.

1. Constantly evolving storytelling

Ademo and N.O.S. tell us a story through their music. Since their first album "Le Monde Chico". They grew up in a tough neighborhood. It is symbolized by the jungle and the first albums make extensive reference to it with characters such as Mowgli or Simba. A universe declined in all their communication.

PNL have the will to succeed and reach the top, this is what is clearly claimed in their second album "Dans La Légende": allusions to the cosmos, cover on which the universe is reflected in the sunglasses of the two brothers.

For their third and final album to date, the story evolves once again. Success is achieved and the brothers are at the top but melancholy wins them over.

What's more, the story told by PNL follows a common thread that preserves the first fans while attracting new ones.

1. A co-branding strategy

PNL recently collaborated with American designer Virgil Abloh, the artistic director of the Louis Vuitton men's line for 2018, which is at the origin of Off-White, a high-end streetwear brand. The rappers showed exclusive pieces by the designer in their clips, combining PNL's "heart" logo and Virgil Abloh's crisscrossing arrows.

Collaboration not only consolidates its consumer base, but also broadens it by reaching and attracting unsuspected audiences.

1. Involving the rap lover

The brothers use a variety of communication techniques that combine online and offline marketing. For the promotion of their first album, PNL sent a little monkey in the show "Planète Rap" to represent them, while the studio had been specially decorated in jungle - the theme of the album.

PNL innovates by mixing street marketing campaigns and online interactions, with a poster campaign in Paris, a "wanted notice" with a phone number to find the character of one of their clips. By calling the number, one could hear the first notes of the song "Bené". So it's the consumer who comes to the group. Another benefit: this campaign made it possible to collect telephone numbers to which the dates of concerts and releases of albums, singles and clips were later sent.  This type of communication action makes a strong contribution to their brand's brand content by encouraging interaction with consumers who themselves create content by sharing photos or videos.