I recently returned from SXSW where I gave a presentation on the emotional power of music to leading brands and music industry executives. I was struck by the overwhelming reaction it received. My experience on productions over the last several years is that music has been devalued and is not being produced from a brand perspective and this often leads to music decisions that are not really based upon what is best for the brand. But now I had the managers of top brands validating that observation, complaining about it and asking me what can be done to change the process. In general there is a lack of understanding of the music creation and production process and of how powerful music really is. In order to see a more creative and successful way forward, we need to look back.
In the ’80s I worked at Backer & Spielvogel’s music department. The agency was responsible for campaigns such as The Miller Lite All-Stars and Dave Thomas for Wendy’s. Bill Backer was passionate about music in advertising and many famous campaigns were music-driven. Even underscores were done with a unique musical theme and instrumentation that was carefully conceived, designed and deployed to communicate and build brand equity. But what I learned most from Mr. Backer about the use of music in advertising was its ability to communicate a brand message on an emotional level.
The potential for music’s power was illustrated by the story Mr. Backer often told me about the creation of the famous “Hill Top” commercial for Coke. Mr. Backer had an epiphany of sorts when he realized that Coke was about more than refreshment–when you asked someone to have a Coke, you were inviting someone to share a moment and connect with you. Mr. Backer then wrote “I’d Like To Teach The World To Sing” as the means to make that emotional connection. That spot, one of the most recalled in history, achieved many of the goals that we strive for today. It was proprietary brand-based content that jumped into pop culture charting on Billboard’s Hot 100 twice. The year was 1971! Now 40 years later, have we improved on that process, are we having that type of success, and are we using the power of music to improve brand trajectory? The answer is “no.” We are actually using music less effectively.
Do you know who your music supervisor is? Is it your film editor or a music producer? Regardless, this music direction never considers the needs of the brand on anything but the tactical execution level. Do you realize the opportunity that is missed here? Perhaps I should have said “Do You Realize”. The Flaming Lips licensed this song to Mitsubishi, Land Rover and Bank of America/Merrill Lynch. How could this song possibly have relevance for all three of these brands? There are times when licensing works; VW using Nick Drake’s “Pink Moon” comes to mind but it has become a shortcut. Can you think of any ads using licensing that has the recall of Subway’s $5 foot long campaign? Is there an example of a licensed track improving the brand trajectory the way “I’m Lovin’ It” has for McDonald’s?
To use the power of music as Bill Backer did, we need to rethink our process and start with the brand.
Tag Gross is CCO/partner at music and sound house Pirate NY.
