{"id":22986,"date":"2017-11-24T14:52:33","date_gmt":"2017-11-24T13:52:33","guid":{"rendered":"http:\/\/www.creaerte.com\/live\/?p=22986"},"modified":"2017-11-24T18:35:20","modified_gmt":"2017-11-24T17:35:20","slug":"hay-que-venderse-para-vender","status":"publish","type":"post","link":"https:\/\/www.creaerte.com\/live\/hay-que-venderse-para-vender\/","title":{"rendered":"\u00bfHay que \u201cvenderse\u201d para vender?"},"content":{"rendered":"<p>A lo largo de la <strong>historia de la m\u00fasica<\/strong> algunos artistas han sido siempre muy reticentes de participar en <strong>campa\u00f1as de marketing<\/strong>, ni vender sus canciones a empresas, ni aparecer como <strong>imagen publicitaria<\/strong>, ni aceptar patrocinios\u2026 Algunos ejemplos muy recordados de dicha actitud son <strong>Neil Young<\/strong>, <strong>Tom Waits<\/strong> o <strong>Bruce Springsteen<\/strong>. En el caso de este \u00faltimo, el <em>Boss <\/em>entr\u00f3 en el <strong>Libro Guiness de los Records<\/strong> por rechazar una oferta para incluir unos segundos de su m\u00edtico \u201cBorn in the U.S.A.\u201d en una campa\u00f1a de Chrysler. Dicha oferta era de <strong>12 millones de d\u00f3lares<\/strong>, la m\u00e1s alta jam\u00e1s ofrecida por un trato de este tipo.<\/p>\n<p>La otra cara de esa moneda son los grupos que parecen haber sido creados para ser <strong>reclamos publicitarios<\/strong>. Este es el caso de los <strong>Black Eyed Peas<\/strong>, quienes endorsan en sus beneficios el patrocinio de infinidad de compa\u00f1\u00edas de todo tipo. Gracias al <strong>mestizaje multicultural<\/strong> de sus miembros y la <strong>fusi\u00f3n de g\u00e9neros<\/strong> en su m\u00fasica el espectro de fans que abarcan es <strong>internacional y heterog\u00e9neo<\/strong>, lo cual <strong>atrae a los anunciantes<\/strong>. Seg\u00fan expertos en la materia, si su miembro <strong>will.i.am<\/strong> no se dedicara a la m\u00fasica ser\u00eda uno de los mejores ejecutivos de <strong>Madison Avenue<\/strong>. Pero esto no impide que, como siempre, haya detractores y acusadores de estos m\u00e9todos y actitudes, que denominan \u201cvenderse\u201d.<\/p>\n<p>No es solo la <strong>estrategia efectiva de negocio <\/strong>lo que se necesita para triunfar, tanto para los \u201copuestos al sistema\u201d como para los \u201cvendidos\u201d, sino <strong>la m\u00fasica<\/strong> en s\u00ed. Aunque a veces parezca que solo busque ser <strong>comercialmente efectiva<\/strong>, no por ello debe estar exenta de <strong>calidad art\u00edstica <\/strong>o <strong>mensaje<\/strong>, y es en ese balance donde radica el <strong>\u00e9xito<\/strong>. Un ejemplo cl\u00e1sico de esto es \u201cMy Adidas\u201d de los <strong>Run DMC<\/strong>. Lanzada en 1986, cuando el grupo estaba ya consagrado por haber sido el <strong>primer grupo de rap<\/strong> en aparecer con un <strong>v\u00eddeo en MTV<\/strong> y ser portada de la <strong>revista Rolling Stone<\/strong>, esto sembr\u00f3 el <strong>precedente del patrocinio de empresas a grupos musicales<\/strong>.<\/p>\n<p>Ver v\u00eddeo RUN-DMC &#8211; My Adidas<\/p>\n<p><a href=\"https:\/\/youtu.be\/JNua1lFDuDI\">https:\/\/youtu.be\/JNua1lFDuDI<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A lo largo de la historia de la m\u00fasica algunos artistas han sido siempre muy reticentes de participar en campa\u00f1as de marketing, ni vender sus canciones a empresas, ni aparecer como imagen publicitaria, ni aceptar patrocinios\u2026 Algunos ejemplos muy recordados de dicha actitud son Neil Young, Tom Waits o Bruce Springsteen. En el caso de este \u00faltimo, el Boss entr\u00f3&#8230;<\/p>\n","protected":false},"author":1,"featured_media":22991,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1345,88,1350,328,38,1129,1353,557,153,1346],"tags":[],"class_list":["post-22986","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-audiovisual","category-comunicacion","category-creatividad","category-fotografia-2","category-marketing","category-marketing-de-contenidos-2","category-musica-y-publicidad","category-publicidad-2","category-viral","category-youtube","has_thumb"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfHay que \u201cvenderse\u201d para vender? - creaerte.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.creaerte.com\/live\/hay-que-venderse-para-vender\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfHay que \u201cvenderse\u201d para vender? - creaerte.com\" \/>\n<meta property=\"og:description\" content=\"A lo largo de la historia de la m\u00fasica algunos artistas han sido siempre muy reticentes de participar en campa\u00f1as de marketing, ni vender sus canciones a empresas, ni aparecer como imagen publicitaria, ni aceptar patrocinios\u2026 Algunos ejemplos muy recordados de dicha actitud son Neil Young, Tom Waits o Bruce Springsteen. 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