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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