Javier Farfan and Jonathan Carson

Pepsico’s Javier Farfan at IAB Mixx: Online music is three times more effective than sports as a platform
María Carolina Alonso|29 de septiembre de 2014

Among the meetings held during the first day of IAB Mixx 2014, Beats and cleats,
 why music should be as big a brand platform as sports was held. It was attended by Julianne Schiffer, Senior VP of Nielsen Insights and Analysis; Javier Farfan, Director of Music and Culture of Pepsico and Jonathan Carson, CRO of Vevo. During the meeting, they discussed about the importance of music and video for brands, even more than sports as a platform. Schiffer said the results of a study indicate that the music video makes up 48% the entire inventory of video online. "It's hard to imagine a brand without a digital strategy as a pillar without music. However, brands have historically relied heavily on much less music than in sports and other platforms," she said. She also noted that Hispanics lead the consumption of music in America. "Hispanics invest 20% in the overall music market and also represent the majority in the consumption of music via smartphones." She also indicated that the experiences with free music, achieved greater connection with brands than any other study related to a music stage. From the perspective of brands, Farfan shared the successful experience of Pepsi with the music and compared it with sports. "Online music is three times more effective than sports," he said. To conclude: "Our priorities in Pepsi is content, the artist's vision and ultimately the brand."