Why Music Can Make Such a Mark in Advertising

Today, more than ever, we live in a visual world, seeing upwards of 5,000 ads per day, but this doesn’t mean all messages are being welcomed or registered. We are often overwhelmed with unwanted visual stimulus and simply… look away. 

Sound, though, is something you can’t as easily turn off; it penetrates even if it’s not in your face. In fact, music is one of the only art forms that has the ability to make our bodies feel it. If you think about it, music literally touches you, sound travels through you and moves your eardrum. 

As brands search for ways to make genuine connections with a less receptive and more cynical audience, we should be investing more in music, it is a key player in forming genuine connections. Music has always been a window into people’s hearts and souls. As I said, it’s literally reaching out and touching people… you can’t get much more effective than that!

Not so long ago, letting a brand use your music quickly made you a ‘sell out’, losing credibility with your fans and peers. Now, most bands are happy to have a brand fund their next concert tour or help them gain exposure to a mainstream market. Some brands and bands are even collaborating to release new music for a mutually beneficial relationship.

When Italian brand, Fiat, launched a new car model, all they knew was that they wanted a music video-style film. MassiveMusic wanted to help them create something that stayed relevant in a time when everything is only cool for a minute. Enlisting one of their composers, a band member from the Glitch Mob, MassiveMusic re-recorded a piece by Italian Baroque composer, Antonio Vivaldi.

The track was then released on Glitch Mob’s EP, becoming their most downloaded song. A re-orchestration conceptualized by MassiveMusic created originally for the launch of a new car model took on a life of its own, becoming a huge, culturally relevant song, adding immense credibility to the brand and the bands most successful track to date. 

Well established artists also see the benefit of aligning with brands, Chipotle arranged the unexpected pairing of country icon, Willie Nelson, performing Coldplay’s The Scientist. 

Another great collaboration, and a personal all-time favourite, is Sony Balls. A lovely concept and execution but, for me, it was really Jose Gonzalez’s remake of Heartbeats that completely captivated me and proved that a gentle whisper might be the easiest way to engage your audience. 

Adidas also knew how to set the tone for their epic spot, House Party [below]. What might have originally sounded like a cliché - let’s show people having fun at a party for our 60th anniversary - was definitely elevated with a surprise track. Despite these successful examples, music is still an under-utilized tool for brands, with the majority of time and money being put into production as we race to create enough visual content. 

Not only do we need to tap into music more often but we also need to ensure its use evolves with the introduction of new technology. Marketers are constantly exploring new platforms for delivering visuals and everyone and their younger cousin shoots with drones, but what are we doing in terms of the evolution of music and sound? 

Audio houses like MassiveMusic are constantly pushing the boundaries technology can offer brands and creating innovative ways to absorb audio content. MassiveMusic’s Roscoe Willamson explains the motivation for their most recent project, “As the web moved from Flash to HTML5 we realised that a lot of audio flexibility had been lost; we’ve aimed to address this and then add a whole world of possibility.”

What they've created is Mmorph, the demo site of which showcases just a few ways in which the new tool can adapt any form of music and sound for unique online experiences.

Williamson further explains, “The demo site is the tip of the iceberg. We want interactive production companies, brands and advertising agencies to be able to be more creative and engaging with music.”

We have the technology, so we need to be pushing things even farther than simple collaborations with musicians. Take, for example, Grey Toronto’s new piece for Herradura Ultra [below]. This specific tequila is marketed to the club-going crowd, making music an obvious choice to give their brand a voice that entices their audience. 

Studies have shown that music has the power to change the brain and how it functions, and has been used to aid in various neurological disorders. I know we’re not saving lives over here in ad land but, come on, let’s quit killing people with the stock music! 

Music and sound should never be an after-thought, they’re an integral part of any great idea and can carry more power than any other aspect of your project. An invaluable tool to draw in your audience and make emotional connections 

We have the tools, resources and access to talent that allows for us to create original content that stimulates all our senses, resulting in more engaging work. So consider putting something in your next spot like… I don’t know… something ridiculous but entertaining like a Gorilla playing the drums to a Phil Collins song. Hang on…