Every musical piece evokes some kind of feeling or emotion. Even though not all listeners receive the same message from a certain song, we would argue that they develop an emotional state when hearing music and that the relationship created through music varies for each individual. But one musical relationship that most people make unconsciously is the one with the music in commercials.
Something we, as advertisers, must consider is, how can the audience identify themselves with the brand being presented if they can’t identify with the music behind it? Is it possible that a poor choice in music can tarnish the brand and its personality? Can the opposite happen? When a brand with a bad rap is paired with an excellent score can it become heroic? These questions may seem basic, but their answers are intricate and careful, like the original compositions created for each commercial.
Recently, we sat down with someone we’ve worked with for years, Mr. Jay Green, owner and mastermind behind Big Science Music, for a chance to actually talk about how he incorporates the image and the voice of a brand into music for a commercial.
Developing a Brand’s Sound
The first step for Jay is to get familiar with the brand and the audience. Since musical tastes and their emotions differ between each person, it’s important that Jay understands the strategic goals and objectives as well as basic information. As soon as he gets this input from the client or brand, Jay begins brainstorming. “The basis behind brainstorming is to develop crude ideas and pare them down until the client is pleased with the demo track,” Jay explains. Jay believes that all of his work must display “emotion and/or lyric content that is revealing and story-telling.” His mission is for the audience to connect and identify with the brand by connecting them to the music first.
The Perfect Sound
While some brands have an established sound that will be streamlined throughout a campaign, others are starting from scratch. Jay acknowledges that every commercial – whether a part of a campaign or a standalone – deserves, and needs, customization. Overall, Jay thinks that the “perfect components for a TV or radio spot’s music are that it sounds unique, catchy, and pulls you into the song and makes you identify with the brand whenever hearing that music.”
The Encore
That’s a tall order for any advertising professional. But Jay has been into music since he was a young kid and his brilliance in both composition and branding make it possible for him to excel with every commercial. Take a look – or a listen – to some of his award-winning campaigns, like XBOX’s Halo 3, PA Dept of Health’s 5 Things and The Pittsburgh Zoo’s Big Impressions. And here are a few campaigns he’s worked on with us: Cal U, Duquesne Light, Kennywood, Dollar Bank.
How important do you think music and sound design are in creating a brand-amplifying campaign? Any favorite examples for you?
Posts
