Music, along with reducing pain, relieving stress, boosting memory, improving mood, aiding emotional & social needs, can also be used for effective advertising.
Every advert that does not have an impact on the viewer is as useless as a white crayon. Music as an expression creates an impact potent enough to create brand recall and cosideration to consume the product.
Music as a marketing asset can be used to trigger emotions, stimulate response, increase visibility and gain loyal engagement.
It is simple enough for any layman to understand and can appeal to diverse age groups too. Children’s products more often than not would use jingles as their adverts. Because it was simple enough for children to understand and catchy enough for them to keep singing along (ask Charlie Harper).
Brands targeting elder age groups would use jingles too. We are indeed aware of the golden age of jingles when every other brand would come up with one to create brand awareness (ask Hema, Rekha, Jaya & Sushma).
Music is also a common ground where artists and advertising meet. Lily Allen did a cover of “Somewhere Only We Know” by Keane for a John Lewis Christmas advert. Billie Eilish came up with ‘Come Out & Play‘ for Apple’s ‘Share Your Gift‘ campaign.
The trend of collaborating with artists for coming up with Music IPs has also risen in India. Brands have also been profoundly coming up with Original Soundtracks. Like, Udd Gaye by Ritviz for Bacardi House Party Sessions, Young & Restless by Brodha V for Spykar, Da Da Ding for Nike and many more.
Now that you have enough reasons to use music for campaigns and if you choose to do so, you need to consider various factors too.
The tone of the music and your campaign should match, it should revolve around the story you want to tell, the artist you’re collaborating with should be a fit to represent your brand and more of such factors should be a part of your due diligence.
Go through this infographic compiled by Mustasa Republic to learn the 6 steps to choose the right music for your ad.