Dakarai Turner

More Collabs, More Life: Who Comes Out On Top In a Brand Partnership?

March 21, 2017

Unless you’ve been living under a rock the last few days, you are fully aware that Drake released his highly anticipated “playlist” titled More Life. With generally positive reviews surfacing, I still found my fair share of “culture vulture” comments as is usual with Drake in the last few years. For those out of the loop, a culture vulture is someone who steals traits, language and/or fashion from another ethnic or social group in order to create their own identity. Drake is often criticized of this for his dancehall influenced songs, speaking patois, and remixing lesser known artists’ songs to stay relevant and propel himself, ultimately leaving them behind. After speaking with one of my friends about this over the weekend, it made me wonder if actual brands did the same thing.

I mean, not in the sense that they are exploiting another brand, but more so with brand partnerships. Is there usually one party that is the clear winner? Below are some of examples of brand partnerships and the winners out of the two.

H&M x Balmain

Both clothing brands released a collaborative collection in 2015 that as you can probably guess, sold out very quickly. The question is, “who’s the winner in this collaboration?” Definitely H&M. If we’re being completely honest here, those who shop at H&M (myself) are not in the same tax bracket as those who shop at Balmain. With that being the case, this collection opens doors for the H&M shopper to get a taste of Balmain clothing. Sure this increases brand awareness for the designer clothing retailer, but the likelihood of this H&M consumer buying a regularly priced Balmain item is pretty low. In the end it increases sales for H&M and heightens consumers perception of the brand.

Winner: H&M

Genius x Spotify

Music streaming service Spotify and Genius, a collection of song lyrics and user/artist generated music knowledge have paired together. “Behind the Music” is a set of  collaborative Spotify playlists that leverage lyrics from Genius for certain songs. This is a partnership that just simply makes sense. Pair the music with the lyrics. However, Genius is the winner out of the two. For most this is just a cool added service that Spotify provides. I’m likely not going to switch my streaming service for this feature or even get Spotify altogether. What I will do if I’m a Spotify user is pay attention to Genius after googling song lyrics. What Spotify should do is buy Genius, but that’s a whole other conversation and article frankly.

Winner: Spotify


Red Bull x GoPro

The two lifestyle brands realized they have something in common. They promote the same lifestyle. To further this idea, GoPro provides Red Bull athletes with equipment to capture all of their most thrill-seeking moments, and Red Bull is able to use the footage and sponsor the events. This is one of those cases in which it’s hard to pick a clear winner. Both brands benefit due to the fact that they share target segments.


The final verdict? In almost any form of collaboration there will be some sort of winner. The trick is to set up a brand partnership or collaboration with Drake that seems to be a match made in heaven. At the end of the day, you want consumers to be thinking “oh, that definitely makes sense”. So about that Drake x The Weekend album…

Any brand partnerships that you wanted to see make the list? Comment below and let us know!


Dakarai is an ambitious professional with a passion for advertising and marketing, and is currently employed as an account coordinator for an ad agency in Toronto. When he’s not at the office, he’s most likely trying out a new restaurant, browsing AdWeek, or binge watching something on Netflix. Dakarai, but you can call him Dak. Follow him on TwitterInstagram, and connect with him on LinkedIn.

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