Blog and Ideas
August 16, 2012
By Jorge Chávez

The Function of Music in Marketing

The music and advertising are closely related in their mission to remain in the minds of consumers.

The Function of Music in Marketing

Music and advertising are closely related in their mission to remain in the minds of consumers. The alliance between these two elements has become such a lucrative business that new artists can find fame quickly and increase their bank accounts by scoring advertisements with their music.

The magic of a good melody can transform any so-so product into something seemingly irresistible. The search for a soundtrack to be featured in a 20-second spot takes a lot of time and effort. Typically, producers are looking for a mix of image and sound to achieve the ultimate emotional response from consumers.

One of the main functions of music in ads is to make them memorable by using a really catchy melody, oft repeated. Those producers who choose the music of an unknown group are a doubly rewarded. First, by discovering a diamond in the rough of musical talent and also because there can be lucrative secondary recording contracts.

One of the advertising campaigns that best reflect what I am talking about was the “I am Nikon” campaign.

Nikon, the leading Japanese photography company, impressed with a commercial that had killer music, “Welcome Home by the band Radical Face”. The result? One of the most searches ads on Google in 2011.

Jorge Chavez is a Senior Editor Mijo! Brands of Mexico.

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