Brief
Siya Metane says music will drive the future of advertising
The founder of SlikourOnLife explains why music, not templates, will shape media success.
By Felo News Desk · Published
In a VML Birdwatching interview recorded on 12 Oct 2026, Siya Metane, founder of SlikourOnLife, argued that music is the key to effective advertising. He said music "roots us and opens us up" and that the wrong track can ruin even strong content.
Metane highlighted a US brand‑gap case where a young boy band, rather than a famous act, built lasting relevance and drove mall traffic. He also referenced a current project for Jack Daniel's, describing it as "taps into relevance".
According to the interview, Metane believes that artists now act as CMOs because they understand channels better than traditional marketers, and that future media will be defined by music strategy.
Key facts
- Siya Metane said music is essential for ad success and brands should treat artists as CMOs. (bizcommunity.com)
- Metane cited a US brand‑gap example where a young boy band drove mall traffic without a big‑name act. (bizcommunity.com)
- He mentioned a current music collaboration for Jack Daniel's that "taps into relevance". (bizcommunity.com)
Sources
- [1] bizcommunity.com — originally reported as “VML Birdwatching at the Loeries | Marketing is so boring. . . the future of music media”
