Supreme Music Asks Katja Metz: And What about Music?

Music plays a crucial role in culture and in media and advertising, impacting how consumers perceive brands, products and services. 

Q> Please tell us your name and what you do professionally.

Katja> I'm Katja Metz and I'm team lead global campaigns at E.ON SE. So I'm working as a marketing expert with the focus on communication. 

Q> Can you tell us about your first truly memorable musical experience and how it impacted you. Why do you remember it so clearly? 

Katja> Music is all about emotions, that stays with you forever. My first musical experience that impacted me more than anything else was my first concert. I was 12 years old and it was Depeche Mode in Neu Isenburg. The concert was epic. I was allowed to go because of my older friends who where already 16 and took care of me. We shouted "I just can´t get enough” until Dave pointed at us “what do you want?” … and then they played the song. We went crazy. Meanwhile I have probably been to more than 20 Depeche Mode concerts, and it always reminds me of my very first one. 

Q> Give us an insight into the most memorable project you executed and did music play a role in it?

Katja> I would like to name my three most memorable projects: 

Global campaign for Lufthansa across over 70 markets. The brand was very consistent in all the regions with one brand design, one communication approach. And a sound logo that was not only used in communication but also on board and in call centres. Very recognizable from an audio point of view

A campaign for Roger Federer in Switzerland for Sunrise. We made him sing, which was a bit funny. Roger Feder in real life is the great person you would think he is. 

Our new “It's on us campaign” for E.ON. The Film is featuring Christoph Waltz. As we have quite a bit of talking and storytelling the music is accompanying the story in a nice way but not in the foreground. It gives the film a nice beat though. 

Q> What’s a challenge in regards to your brand’s identity?

Katja> We just have launched a refreshed brand design as part of our new positioning `The Playmaker of the Energy transition`. This is the most obvious part of the brand identity alongside the communication. The challenge is now to shape other parts of the brand identity like culture and behaviour, which come along as a mindset shift within the organisation. Another challenge is, we have to be consistent across the regions and business units. 

Q> How are you planning on using music to build your brand?

Katja> We are currently working on creating a sound logo. I hope we can manage to create something iconic and long-lasting that sticks in peoples` heads. Every brand would love to have a sound logo like Telekom. 

Q> Are you open to explore new partnerships when it comes to music and branding?

Katja> We are generally open. We are currently working on our new sound design and branding with a quite new partner. 

Q> Did you, or do you play an instrument? Did you love (or hate) taking lessons - and did that at all influence your current career? Is there a music teacher or class who/that had an impact, good or bad, on you? Is there someone in your family who had a powerful influence on your musical life?

Katja> I did learn the flute, but I was not very talented. When I was a teenager, I always wanted to play bass like John Taylor from Duran Duran. My crush at that time. I sometimes regret that I can't play guitar. At least I managed to do some DJ gigs. That's as far as I could get with music. 

My biggest influences have always been rock stars, no family members. I guess David Bowie is my biggest influence. 

Q> What's the most unexpected place or situation where you've found inspiration for a music or sound approach or your brand’s story telling?

Katja> As much as I love music, I don’t often find inspiration for our brand´s storytelling in it. First there is a strategy, a communication approach and then the story. Music unfortunately mostly comes last and quite often has “only” a supporting role. It's rare that music plays the key part. The only time I have worked on a campaign where music was the centrepiece was for Coca-Cola. They have partnered with Mark Ronson for 2012 Olympics in London. The song “Move to the Beat” was inspired by the music of London. 

Q> What topics or movements in the world of music do you not like personally or for your brand?

Katja> I would never use Helene Fischer or Taylor Swift for my brand. There is too much marketing themselves and would overshadow any brand. Also I don't like their music. But that’s only my very personal taste, not brand related.

Q> Can you tell us about your favourite brand film?

Katja> This is the film we have just launched with Christoph Waltz, as the centrepiece of our “It's on us to make new energy work” communications platform. I truly think this is a great piece of work that is entertaining and informative both at the same time. That is the royal discipline of communication. 

Q> In what ways do you think AI is helping in your role and do you see any pitfalls?

Katja> For Global Marketing AI will for sure help when it comes to transcriptions and adaptations. But also when it comes to creating a look and feel for stock images AI can help to adjust them to the brand design. We are currently using AI a lot for creating layouts and moodfilms. 

Q> Making music in 2055 will be like _________. And who will be the stars of tomorrow and how will they be discovered?

Katja> …. making music in 2024. I still hope musicians will sit with an instrument in a studio. Maybe technology will make it easier. Music should come from the heart so I´m not sure how much I want technology (AI) to support that process. Although I liked the Beatles Song “Now and Then” that was finished with the help of AI, I´m not a big fan of creating songs that have not been possible before. They haven't been there for a reason. 

Maybe technology will help in the future to get music out, but I hope it will still be the skilled and passionate musicians who see the day of light. I`m not hoping for a world where everyone can create music, just because technology allows it. 

Q> What should we have asked you that we didn’t ask?

Katja> You should have asked what my guilty pleasure in music is. As you didn´t ask - I won´t tell you 😉