“Don’t Stop [Thinkin’ About Tomorrow]”; “Signed, Sealed, Delivered (I’m Yours)”;“Hold On, I’m Coming.” This time of the year, you don’t have to dial up Spotify or Apple Music to hear popular tracks, you’ll encounter them all along the campaign trail. Sonic branding for political campaigns is a real science. From the very founding of the Republic, candidates have been using popular songs to tug at the heartstrings of constituents and win their votes.
Sonic Signatures of Presidential Campaigns
George Washington, John Adams, and Thomas Jefferson each had a signature campaign theme. William Henry Harrison rode the coattails of the then popular tune “Tippecanoe and Tyler Too” all the way to the White House. And Franklin Roosevelt made memorable use of “Happy Days Are Here Again” to raise the spirits of a nation struggling through the Depression.
In more recent times, candidates have regularly exploited treasured classics to gain support for their campaigns. Ronald Reagan appealed to voters’ patriotism with Lee Greenwood’s “God Bless America.” Bill Clinton used the Fleetwood Mac mega-hit “Don’t Stop” to evoke boundless optimism, and George W. Bush underscored his tough guy credentials by leaning into Tom Petty’s classic “I Won’t Back Down.”
It’s not hard to understand why candidates turn to popular music to connect with voters. People have strong emotional attachments to music, particularly to the hit songs of their youth. Prospective office holders want to tap into those positive vibes and get voters to feel the same way about them. Music is a powerful storytelling tool that can help drive a campaign’s chosen narrative and relate to audiences beyond the issues.
The Risky Business of Licensed Music
But using music to represent a campaign is not without risks. Candidates sometimes make poor choices — Ross Perot ‘s 1992 third party campaign misfired when it used the Patsy Cline hit “Crazy” at rallies as it unwittingly stoked voters’ doubts about their candidate. Ronald Reagan’s 1984 reelection campaign was guilty of a similar misjudgment when it selected Bruce Springsteen’s “Born in the USA,” not appreciating the song’s ironic message.
More significant are the legal issues at stake. Unlicensed use of songs in political ads and campaign events may violate copyright laws, and use of music from artists who don’t agree with a candidate’s political views creates potential backlash for the campaign. Donald Trump has incurred the ire of artists as diverse as Drake, Dua Lipa, and Queen for playing their songs at campaign events. And Sam Moore of Sam and Dave objected to both Trump’s and Barack Obama’s use of their hit “Hold On, I’m Comin’” citing that his political views are a private matter.
Sonic Solutions for Political & Corporate Brands
There are important lessons for brands in all of this. The first is that music is a great way to establish a strong identity and forge a bond with the public. Music provokes a direct, immediate and emotional impact, and it’s instantly recognizable and long lasting. But it must be used with care. Choosing the wrong music can have unintended, adverse effects: Relying on existing music can be risky and costly; People’s associations with familiar songs may change over time; An artist’s reputation may falter; The cost of licensing a massive hit can be sky-high and time-limited.
An alternative is to work with a composer or sonic branding expert to develop a customized sound that is memorable, ownable, and resonates with audiences in a predictable way. Doing so establishes a consistent vibe for the brand with variations for different touchpoints. Popular music can have a place in the messaging, but is no longer the focal point.
When you think about it, it’s surprising that political campaigns haven’t already taken a custom approach to music. For instance, a core musical theme could be created for a candidate along with variations in particular genres that relate to different audiences. The campaign would benefit in the same way brands would, with a consistent theme that can adapt as needed. Whether you’re a brand or a savvy politician, leveraging the transcendent power of music can build greater trust and longer-lasting connections with the public.
Chad Cook is President, Marketing & Creative at Stephen Arnold Music, The World Leader in Sonic Branding®, which has created audio branding for leading companies worldwide including CNN, Sony Interactive, Airbnb, The Weather Channel, ESPN and more.
