Some 30 years after NARM and the industry mounted the iconic marketing campaign designed to boost sales, devoted fans around the world continue to “Give the Gift of Music” to friends and family for special occasions and holidays. In fact, I’d say that music is the best present — with a future — compared with many other forms of entertainment, and regardless of the holiday, occasion, format or delivery method. Just think of how many times over a span of days, weeks, months, and years someone enjoys music they love, and may have received or chosen as a gift.

In its recent holiday retail outlook, The NPD Group noted that 30% of consumers surveyed said they plan to spend less this season due to the ongoing economic uncertainties. But the findings also indicated a return to more traditional gift items, including music. Specifically, there was positive movement in music’s ranking among the Top 10 items, up from 8th to 7th, with the intent to purchase going from 20% to 21%. Hey, we’ll take it. Even Facebook has launched a new content gifting service that will allow members to, among other things, buy and give digital music tracks to their friends.

In just the past few weeks, I’ve received calls and e-mails from companies asking to use the “Give The Gift Of Music” messaging and logo in advertising, marketing and promotions for the upcoming holiday selling season. While there have been numerous attempts for the industry to restart and/or refresh the “Give The Gift Of Music” industry campaign in a bigger and better way, another “R” — reinvest — has usually hampered the best laid plans. Maybe in the current DIY climate, it’s as simple as getting as many retailers, labels, artists, etc. on board and gaining some grassroots traction. Perhaps we can actually reinvigorate a more mainstream campaign.

The NARM Board and the Music Industry Advisory Council met last week and discussed revitalizing the messaging for use year-round. In fact, we will be announcing a contest in early 2010, inviting designers to submit their creative ideas for a newly branded logo and tagline.

In the meantime, with so many great releases and deluxe offerings coming into the marketplace that will make great gifts, we encourage you to use the current “Give The Gift Of Music” branding on your web sites, in your advertising and other promotional and social media initiatives this holiday season. Spread the word to colleagues in the creative community as well, to let artists and managers know they should use the messaging on their web sites.

Contact Nicole Hennessey (hennessey@narm.com) for the graphics and watch for details about the contest in January.