John Mayer’s “Sob Rock”


John Mayer announced his new album, titled “Sob Rock,” on June 1, 2021. While the promotion of his new album is in full effect, brands are reaching out and making partnerships with Mayer. Mayer has been killing it on the marketing front, designing his own watches and guitars, and he’s even being featured on one of the most renowned talk shows! It seems as though brands are realizing that now is the perfect time for some brand partnerships.

Jimmy Kimmel Live!

Mayer teased his new album with the release of a song called “Last Train Home” all over social media, but he also took the marketing opportunity to perform his new song and promote his new album. John Mayer was featured on Jimmy Kimmel Live!’s concert series, sponsored by Mercedes-Benz, on June 8. This is a series at the end of the show where Kimmel promotes new music and artists perform. Check out the video!

Casio Partnership

Mayer recently posted on Instagram that he designed a Casio G-Shock for Hodinkee, a vintage watch website. Creative move for the rock/pop/blues singer-songwriter! Partnering with a brand that matches his vintage aesthetic makes sense, especially while his new album is on the rise and gaining popularity.

PRS Guitars

Along with a watch, Mayer designed a guitar while partnering with Paul Reed Smith (PRS) Guitars. PRS Guitars is a company based out of Maryland that produces electric and acoustic guitars, basses, and amplifiers. Tons of signature artists have partnered up with PRS Guitars to design their own guitars and generate revenue for the company. Artists like Alex Lifeson from Rush and Carlos Santana from Santana have all been a part of the brand.

How Other Brands Can Benefit

A good time to market a new partnership is when a new album is projected to be released. John Mayer worked with several different types of brands throughout the last few weeks before the release of his new album. There are, however, some different markets he could move into when partnering with brands. 

Clothing is a huge market that utilizes celebrity endorsement/advocacy. One brand that we’d love to see Mayer work with is Levi’s. Levi’s offers many different styles and colors of jeans, so one idea would be for Mayer to adopt a style or create his own pair! There’s even evidence of Mayer’s fashion affinity as seen on GQ and his passion for Visvim, a super hyped up Japanese brand.

As you’ve seen above, there are a ton of ways to market your brand, product, or service. However, don’t jump at the first thing you see; there has to be the right fit and the ability to reach your target demographic.  If you need help getting your business to the next level, please contact us today!

Marina Misitano
Marina Misitano is a content creator/blogger for HBT Digital. She is a recent graduate of Saint Francis University, located in Loretto, PA. She holds a Bachelor's degree in digital media and strategic communications.