MUSIC INVESTMENT IN ADVERTISING: IMPORTANT AS THE CONCEPT OF THE CAMPAIGN
The role of the musical investment in a commercial spot – whether radio or television – is a key component of the success of advertising, provided of course that it is consistent with the features, philosophy and values of the brand advertised.
This basic principle seems to be preserved even today, at the time of digital media.
Music labels and songs from advertisements we have seen – and heard – become ringtones on mobile phones, while well-known songs adapted for the needs of an advertisement, with other lyrics, have often led us to sing them not with the original lyrics but with the lyrics … of advertising. The current era is characterized by the storm of messages and stimuli of every kind that the consumer receives, anytime, wherever he is, at home, in the office, in fun, even on the street. This reality makes it absolutely necessary for an advertising message to have a feature that will allow it to stand out among the thousands of other messages. And this is the music investment.
Without saying that there can be no successful advertising without music – since the latter is not a panacea, all people in Communication agree that when an advertising campaign starts with a “loud” musical environment – as if interpreting the concept of “loud” , is already starting with a strong competitive advantage. Assuming the musical investment complements the message that wants to convey the spot, rather than simply emphasizing it. As industry executives point out, audio accounts for 50% of the power of a TV spot and 100% of a radio. Music, however, has a particularly positive impact on consumer behavior even at points of sale, in a shopping mall or a super market. It is estimated that the revenue of the music industry from its participation in commercial uses amounts to billions of euros. For some, the choice of music investment in an ad campaign is just as important as the concept of the latter.
Music investment is clearly aimed at human emotion, and in today’s times when brands are struggling to enhance engagement with consumers, this feeling can be a powerful weapon. The collaboration of the person who chooses the music with the creative campaigners and marketers of the brand is imperative, since in this process it is absolutely necessary to have a clear idea. Whether we are talking about choosing from music “libraries”, or creating tailor made music. The latter is strongly supported by the people of advertising, as it enhances the originality and uniqueness of the wider campaign. Of course, there is a higher cost here and the lack of bigger promotional items does not favor the strengthening of this trend.
“Music to work supportively”
A commercial spot without any kind of music is not possible, says Panos Rigas, Aia Relate’s Creative Partner, because as he says it affects its effectiveness, making it more memorable. “Of course there is always the risk that the song of advertising will become famous and everyone will say” Find the song that we heard on TV earlier “, but eventually one does not remember the advertised product,” he points out. And he continues: “On the other hand, a good choice of a song, if used to dress the concept, can make a good combination. Of course, even if we are few admirers of creativity, we have to look with anxiety with the production company to find out what the last success is to dress it up with a script and thus achieve good audience.
This, of course, is usually the easy way for the consumer to forget the advertised product and the message that he wants to pass through. If again, a well-known song “dressed” with our own lyrics – as they have been going on in the 1980s – can have amazing results. We realize it now, of course, in some cases with contradictory criticisms, but with unmistakable memorization of the brand. ” And Panos Rigas concludes: “It is very good to use music to enhance a product or service ad, provided that music works supportively in any of the above ways and is not used to give this product recognition . Then all we can do is to promote this listening rather than the product. ”
“Music has the most catalytic role”
More lyrical, but equally essential, is the positioning of Christos Poulos, Executive Creative Director and Team President of Athens. We quote itself: “Mother of Efterpes, the Muse of Music, in ancient Greek mythology was Mnemosyne. So, it is easily led to the thought that one of the missions of what we call music (rhythm and melody) was to make the lyrical poetry or the choruses of the drama memorable. It has been around two and a half thousand years, and nothing has changed. Even for a more humble art, such as the creation of television commercials, music – the main emotional factor in fact – comes along with the more logical dimension of the picture and the even more logical dimension of speech – if any – and to play the most catalytic, in my opinion, role in whether the ad will be memorable or not. Of course, memorable for an ad, it has little to do with just how much we remember it. Above all, it has to do with how much we remember about the brand it was made for.
And here comes the difficult part, because every brand in every lifetime has its own soul, and there is probably only one kind of music that can identify with it, participate in its building or in its deconstruction. Whether you write the songs or borrow them from the discography, you must have the ability to choose the one that helps the memorable brand you serve. This is ultimately a duty and a creative job. Because music, as we said above, plays its own dominant role. Even in advertising ”
“Key to the Pleasant Surprise”
But what do the responsible people, the people who create and care for the music investment in the ads, say? “The strength and the value of good music are really invaluable, since they can help an advertising that would not have been impressive under normal circumstances, to be unforgettable for years,” says Stephanos Galos, General Manager of Musou Music Publishing. As he thinks, the factors that will lead to this are, in principle, authenticity and diversity. “That the listener or viewer listens to the music and immediately runs on YouTube to learn from which such a special sound has sprung up.”
And he goes on: “For us, music is not a stagnant factor, but highly evolving. Each song we write does not just treat it as a jingle, but as a new single discography. A single that has the soul, the inventiveness, the inspiration, the creativity and the quality that would have a record job. There is no more joy for us than sending us the world’s messages and asking us to release in full version the music or the song we heard in an ad for which we worked. ” Referring to the basic principles governing the choice of music, he stressed that for Musou, one of the most important elements is the rhythm of music and image.
“The tempo and the” movement “of music should be in harmony with the movement of the image. Their aesthetics should also be close, while the choice of musical style, extracurricular or otherwise, of music and orchestration is important to match the philosophy and status of each brand. The most important element of all, however, is the surprise. Let’s be surprised by the customer, having given this music something that he could not even imagine, soul and character “.