Music Guide
Posted on Friday, June 19th, 2009 at 5:35 pm
Royalty-Free Music for Adverts: What type of music is best for my company? by Robin Dewar of Stars & Catz School of Music
At Stars & Catz School of Music we’re lucky enough to have an advertising professional with more than fifteen years• experience writing for multinational advertising agencies as part of our team. She has published this guide to help you understand the trends of music in advertising and what might work best for you.
Jingles were big in the 80s. Any brand that was #1 in its category had the general public humming its tune. However, over the last fifteen years, the trend within advertising agencies has been to move away from jingles, choosing instead sound-beds as a more effective way of conveying the personality of a brand.
Why? Advertising is very much a fashion industry and people are influenced by what is current. In other words, jingles are like Duran Duran and Spandau Ballet (nice and nostalgic but obviously dated) while sound-beds are like Coldplay and Jack Johnson (cool and very now!).
This is the current trend, but that• s not to say a jingle won• t prove to be effective in your specific campaign. Some times zigging when the others zag is a good move!
Got a fine dining restaurant? Easy! Surely a little classical music or smooth, quality jazz will match the product perfectly. Yes• and no.
This is one approach; use the music that will convey the feeling and essence of the company/product. This works very well, is proven, expected and safe. However, a ship in the harbour is safe but that• s not what it was built for!
The other approach? Some of the most effective (and most celebrated) adverts of modern times have used sound-beds that are utterly at odds with the product involved. What?! Feeling uncomfortable? Fantastic. This feels a bit risky but can be very effective. It is the contradiction that sticks in the person• s mind, that makes you stand out as an innovative brand, and makes you cutting edge without having to scream • we are cutting edge!• (Very uncool.)
Somewhere in between are the occasions where the music is almost what you would expect but with a twist e.g. for the fine dining restaurant, classical strings and flutes with a modern, funky beat behind.
Hopefully this will give you food for thought (served with silver cutlery) and help your creative process. In advertising, the more outside the box, the more inside the shop!
For more information feel free to contact us at Stars & Catz School of Music we’ll be happy to help.
About the Author
At (Stars & Catz School of Music) we put special attention on matching students to teachers… and we do it for free!
The Music – Guide
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