1. (-) HELL’S ANGELS

Top Australian Music Brands 2008

1. (-) HELL’S ANGELS

AUSTRALIA’S BEST MUSIC BRANDS OF 2008

Australia’s leading brand agency, Belong, has used its highly regarded BE Brand methodology to evaluate Australia’s greatest artists and name the top 15 musical brands of 2008.

Agency chairman, Simon Hammond, says ‘Belief’ is the major factor in brand longevity and power.

“We have long maintained music offers the most clues for business, as belief is the predominant driver in ‘real’ rock acts,” says Hammond.

“Great music brands don’t try too hard, they just are.”

1. AC/DC

We know what they stand for; ‘it’s a long way to the top if you want to rock’n’roll. Consistency, hard working and hard playing - the Aussie battlers. This defines the Australian dream that you can get to the top, no matter who you are, if you stick to it and be yourself. The brand AC/DC is power personified from any angle. Their belief, rock and roll, is just who they are. The world continues to want to belong after all these years, and new release albums continue to explode. Check their behaviour and look at how fans interact with the band.

2. The Wiggles

Sorry, but this is a mega BE brand. Since 1991, these ex pre-school teachers and rock band members believe in combining music and theories of child development in their videos, television programs, and live shows. The group has franchised their concepts to other countries, developed Wiggles sections in amusement parks in Australia and the US, and won several recording industry awards. The Wiggles have been called "the world's biggest preschool band" and "your child's first rock band". The Wiggles were named BRW’s top-earning Australian entertainers for four years in a row and earned $45 million in 2007. They have earned seventeen gold, 12 platinum, three double-platinum, and ten multi-platinum awards for sales of over 17 million DVDs and four million CDs. The Wiggles are the ABC’s most successful pre-school television program. Beat that for success based on a belief!Experiential stores where staff passionately play with you, new products that create three-block queues, a central belief that powers all it does, phones that denote my tribe… Oh, and estimated profits of US$4 billion.

3. Nick Cave

$4.3 billion in box office sales. Who wouldn’t like those revenue figures. And it all comThis is the ultimate ‘I’m just trying to be me’ brand. Individuality, do it my way, broody creativity, outsider. More than anything, the Cave appeal is that we want to understand him, but never quite do. He is mystery and darkness. His brand extends into art, poetry and politics. He sticks to his guns and he’s always there, through torment and trouble. This is the Cave brand. One song with Nick and as Kylie found out, it’s instant credibility. A storyteller with a black style, Cave is Aria nominated for his album ‘Dig, Lazarus, Dig!!!’ He’s Australia’s answer to the global greats such as Dylan, Coen and even Patti Smith. es from a belief, in the force! People belong and the behaviour follows. So much so that over 380,000 declared themselves a Jedi Knight in the English census data. In New Zealand it was officially the second largest religion! How’s that for a brand.

4. Kylie

She perpetuates the dream that anyone can do it. The girl from Nunawading has never tried to be the best singer but she understands, like AC/DC, the importance of hanging in there. Adopted by the gay market and taken under their wing when the general mass market was mocking her, Kylie’s just Kylie.

5. Lee Kernagan

Australian of the year, good bloke, stands up for his mates. He is being the champion for the underdog and his brand is all about ‘I’m here but I haven’t forgotten you’. He is the voice of country Australia.

6. The Veronicas

Cheeky twins Lisa and Jess live their brand of ‘we’re living the dream’ and having a great time. With their own clothing label, two hit albums and a transition from pop to electro dance rock, the Veronicas are a brand larger than life that epitomizes young girls out to have a big time. They have become role models for Australian girls and that has to rate as strong brand power. Their personal lives have been well documented (broken engagements to virgin pop stars, lesbian dalliances, leaked porn images, rock star boyfriends) and have only further catapulted their stardom

7. Powderfinger

The guys next door. Very real, down to earth, suburban philosophers. Powderfinger stand for the brotherhood and mateship of being in a band. They epitomize the power of friendship and common goals. Bernard Fanning is the reluctant hero, ordinary and no glitz.

8. The Living End

Formed in 1994 and led by Chris Cheney, this is the political musical brand, once named heir apparent to Midnight Oil. Heavily influenced by the likes of The Clash, TLE believe in their lyrics speaking for them. They are the band that has a serious voice. They are the brand to watch

9. Rolf Harris

A hall of fame Aria entrant this year, Rolf deserves a big place as one of Australia’s great musical brands. He owns ‘homely and eccentric’ all at the same time. Not only is he one of the world’s most readily recognised Australians, Rolf is the only Australian-born singer who has been in the British Top 10 in the 1960’s, the 1970s and the 1990s. He stands for a down to earth artistic diversity and Australian-ness few can match. More than anything he believes in doing it his way and sticking to his individual style. He was the first Australian-born pop performer to reach the American Top 3. In Australia he has had number ones a decade or more apart (a rare feat shared with John Farnham, Col Joye, and Slim Dusty). He even made a version of Led Zeppelin’s Stairway To Heaven Top the UK charts. He’s an MBE, OBE, CBE, AM and has been a star performer at four Glastonbury festivals, played didgeridoo and sung on Kate Bush albums and provided Stylophone inspiration for David Bowie on Space Oddity.

10. Paul Kelly

Paul Kelly is the storyteller brand. He sings and people settle in for the yarn. He brings stories to life with evocative imagery and down to earth style. Kelly is the brand of Australian wisdom. Iconic and respected, he’s the person we turn to for an explanation and to make sense of it all

11. The Presets

Powered by ‘my people’ and, ‘this boy’s in love’, Presets are about dance, good times and fun. They have stormed the dance scene since 2003 with a have hedonistic belief in themselves. Their electro music is described as the bridge between heaven and hell, which the duo happily supports. Moody, intense, arrogant, The Presets are a brand about underground cool

12. Eskimo Joe

Known as the ‘professor of love’, Eskimo Joe lead singer Kav Temperley gives the band their ‘follow your heart’ belief and sets them up as one of the great consistent musical brands in Australia. The girls love the fact that Eskimo Joe sing about and seem to understand love. They are the Australian love band with an edge

13. Kasey Chambers

‘Am I not pretty enough’ set her brand for ever more. This battler has been the voice for millions of people who see the brand of Kasey as the brand of real, vulnerable and honest. She crosses from country to pop because her brand talks to people. She admits and describes the pain of life and the joy. Now with Shane Nicolson and Rattlin’ Bones, she continues to tell it as it is.

14. Jimmy Barnes

Another of our great battle brands, Jimmy has come out of the blue, as his ARIA nominated album suggests. He’s our survivor. Booze, drugs, the voice and his heart. He keeps going. We like that.

15. Silverchair

A little lost at present but still standing for the power of mateship, sticking together and staying true to your craft. These former child stars from Newcastle hold a unique place in the brand landscape for their story of longevity and the willingness to experiment

BRAND DAMAGE…At the top of the list is the sold out Peter Garrett. Here’s what happens when you don’t look after your brand – or maybe the brand was wind and hype to begin with. The baby boomer/X Generation lovers of the Oils hate Garrett selling out. They should take back his ARIAS. He has damaged the memory of the greatest ever musical BE brand, Midnight Oil.

ｷｷ Delta Goodrem – It goes to show talent isn’t enough. Horrible to say it, but the ill health, comeback and Mr Westlife hasn’t helped her brand. Not sure what she stands for. A little too clean still. Needs to show us the real Delta.ｷｷ Vanessa Amarossi – used to be down to earth and attainable. A little confused by her new tough look.ｷｷ Keith Urban – Mr Kidman. Say no more.

1. (-) HELL’S ANGELS

SIMON HAMMOND AND BELONG

For more than two decades, Simon Hammond has pushed the boundaries of traditional thinking to provoke creative change within Australian business. From his beginnings as an investigative journalist to today, as a successful corporate director, Simon continues to define the real drivers of social change and consumer behaviour.

In recent years Simon’s social insights have made him a sought-after social commentator and motivational speaker. His telling observations of mainstream behavior challenge many accepted conventions and throw new light on the disconnection between society and business today.

Hammond targets increased political correction, complex corporate governance issues and the information explosion as enemies of brand connection.

Simon’s radical new advertising and branding methodologies are currently being used by some of Australia’s top companies for their ability to challenge executives and teams to think differently about consumer connection, team culture and brand uniqueness.

His progressive brand agency, Belong, is dedicated to creating stronger, more profitable brands by establishing what a business stands for (Belief), ensuring people want to be part of it (Belonging) and achieving consistency of delivery at every touch point (Behaviour).

For more information go to belonggroup.com.au