Music and fragrance have been linked since Neanderthals danced around a fire. The beat of their animal-hide drum and the smell of their ash, sweat and wine fused into one stirring emotional experience. Can advances in scent-diffusion technology multiply the value of record labels? Only if their executives read this article.
Scented Music is a bubbling trend that can launch the music industry to heights beyond its heyday at the turn of the millennium.
By giving fans and artists a new medium of art to bond over, you grow their connection and your bottom line. Releasing artfully-crafted cartridges of scented vapors to be blown out of scent-delivery-systems like the ScentDirect as a supplement to albums and merchandise will increase the value of music.
The path to a listener’s heart makes a detour through their nose.
- Packaging the power of scent will lead to advances in earbuds and speakers.
- Fans who want to create their own fragrances to match their music will increase demand for perfumery education and resources.
- Retail stores have become high-converting sales funnels by creating an ambient environment with fragrance and music.
- Scented Music preserves artistic integrity by letting the artist create or curate the fragrances that accompany their music.
- Record labels can re-release their entire catalog.
In the 80s, MTV turned music into an audio-visual experience. 30 years later, Scented Music is turning it into an audio-visual-olfactory one.
Music videos connected artists and fans through visuals, Scented Music connects the two through fragrance.
An additional offer:
Earbud, headphone and speaker manufacturers will release models that have small exhausts for scented vapors to be blown through when record companies release music with custom fragrances.
Smell is the most memorable and emotional of our five senses. Researchers Richard Axel and Linda Buck won The Nobel Prize in Physiology or Medicine 2004 when they drew this conclusion based on the olfactory bulb’s position in the limbic system. So when you smell a fragrance change in sync to music, expect an exhilarating rush.
Scent is a powerful-ass sense.
After early adopters of the Scented Music trend break it to the mainstream, the “gold rush” will begin. The first sign of a gold rush is shovel salesmen, and the “shovel salesmen” of Scented Music will be companies that sell perfumery education and resources.
From there, perfumery can become as popular a craft as music production. Before companies like Native Instruments and Ableton came along to democratize music creation, it was limited to those who could afford analog hardware like samplers and compressors.
With books like “Perfume: The Art and Craft of Fragrance” already published, perfumery education is beginning to hit the mass market. Reasonably-priced Perfumer’s Organs like The Scenthesizer show that the trend is beginning to take hold.
When Scented Music is a household term, we can expect fans to remix the scents of their favorite music and release their own “bootlegs.” The experience will feel like virtual eskimo kisses.
Prepare for the normal distribution bell curve of scented vapor to begin after this paper.
Scents in stores:
Retailers are no strangers to scents. They know the rules, and so do I. The full sensory-experience that I’m thinking of is something you won’t get from any other form of marketing. Rick-Rolling aside, scents are used alongside music to create the ambient environment that department stores and retail brands use to convert casual browsers into customers of products like celebrity fragrance.
How stoked will Rick Astley be when “Never Gonna Give You Up” is re-released as Scented Music?
Recording artists turned perfume mascots:
There were 85 celebrity fragrances launched in 2012, compared to 2004 when only 8 were launched. The category now rakes $1.3 billion into the $5.2 billion fragrance industry with artists like Beyoncé earning $3 million in the first month of Heat’s release.
If the pay is so good, why do artists like Lady Gaga feel unhappy from fragrance-related responsibilities? Because passion and creativity are brushed to the side when an artist is used as a mascot to promote a white-label product like a bottle of perfume.
Passion and creativity come rushing back in, however, when the artist finds out that they can use another sense in adding to the experience of their art. Regardless of whether artists are the producer or curator of their Scented Music, they’re playing a vital role.
Scented Music will show more of the artist’s taste and personality than current perfume deals.
Re-release the classics:
All the classics can be re-released as Scented Music in the same way that vinyl records were released as CD’s in the 90s. Along with the allure of re-releases, Scented Music promises recurring payments because the scent cartridges are disposable.
This movement will benefit the fragrance industry as well as the music industry because retail perfume brands and boutique perfumeries will license their scents to labels and artists that don’t have the time or desire to create their own scents.
Now the real questions begin, what will DNCE’s “Cake by the Ocean” smell like? I’m expecting Strawberry Shortcake and Saltwater.
If you’re excited to be an early adopter for this paradigm-shifting trend and want to continue the dialogue, tweet me @wolftempura! © 2016 Mark Wolf