New, original music, created on demand, from idea through to finished CD.
There are many reasons why you should you consider using music in your advertising
campaign, or to theme your event or presentation, but at the heart of it is the way
music strengthens the impact and memorability of your message.
This is because good-quality music is itself memorable. That stems from the way music
appeals simultaneously to so many facets of your listener’s makeup. With a soundbite
or a voiceover, all that can be delivered is a perhaps passionate but ultimately
fleeting spoken message. But with music, you enhance your message by delivering it
among the rich backdrop of emotions evoked by the music itself. A voiceover speaks
to the ears -but music speaks to the heart.
Especially in advertising, music allows the buyer to involve his emotions as well
as his intellect, to heed the message or make the buying decision. And after the
music has finished playing, the listener may continue to hum its tune, thus reminding
himself of your message. In choosing to do this, he has actively made your message
into a small part of who he is. A voiceover alone is much less likely to achieve
that level of penetration. For example - how many good quotations do you know? Now
compare that with how many tunes you know.
Music is a rich and universal form of communication. It is at once both a personal
experience and an appeal to the masses. That's why 'The X Factor' has singers, not
poets; it's why crowds sing rather than just chant. Music has both rhythm and melody,
inspiring the listener to movement and memory. Music is a whole, not just a selective
Original music is yours. It is part of the identity of your offering. It adds to
your uniqueness. If you so choose, nobody else can ever use that tune. It separates
you from your contemporaries or competitors.
One alternative to original music is the prefabricated kind, which easy to come by
these days. Prefabrication is cheap - in every sense of the word. As with many goods
designed to a cost rather than a value, its prices usually end in '99' something.
It was made by people who had no care for your product, service or event - they just
made something up and stuck it in a catalogue. It has nothing to do with your message
and adds no value to it. It blandly fills silence, that's all.
Your professional intent is to tell your audience that what you are offering is of
high enough value that they should consume it. Prefabricated music conflicts with
that idea - it says that the product is not unique and so not worthy of special attention.
It cheapens your message. Use original music - you know your offering deserves it.
Another alternative is to license an existing, known piece of music for use with
your campaign. This can be very expensive, but more importantly it carries unknown
risks - people have their own personal experiences and associations with existing
music and these connotations may not suit or may even conflict emotionally with the
campaigner's message, while also being beyond his influence. With original music,
the listener only ever hears the tune in an atmosphere created by the campaigner,
thus increasing the opportunity to control the context as well as the content of
Theme, Jingle or Sonic Trigger?
Music can be used in a number of ways to carry your message. A ‘theme’ may run for
the duration or part of a presentation or advertisement. This can create and sustain
a required mood and atmosphere and thus enhance the listener's receptiveness and
association between that mood and the product being described.
A ‘jingle’ works differently, using lyrics to convey a phrase or other verbal detail,
such as a brand name or contact details.
Similar to a ‘sting’, a musical ‘sonic brand trigger' is a brief and memorable collection
of notes uniquely associated with a product or concept. This has notably been used
to great effect recently by Intel and Nokia among others.
Of course the ideal musical accompaniment to your presentation would use all three
techniques in the same presentation to encourage, capture, sustain and confirm the
Noel Bruton Music understands how to deploy the power of music to help amplify your
message and drive it to your audience.