If youâ€™ve been reading for a while, you know that Iâ€™m very engaged with connecting music to advertising. Today, I want to get your wheels turning and get you thinking outside the box.
What is the fastest way to get your music in a commercial?
This answer may make you laugh: start a company.
Originally I thought the answer was â€œstart an advertising agencyâ€ but that isnâ€™t really correct though could still be effective.
Ad agencies still answer to clients (most of the time – sometimes theyâ€™re given artistic freedom by the brand). So even ad agencies canâ€™t guarantee their final creative decision will be the approved one (even though plenty of times it is).
Music is tremendous at creating engagement and targeting specific demographics that brands canâ€™t help but put it into everything they do.
Letâ€™s look at 10 specific ways brands can use music:
- Original content – some brands like Patagonia create amazing content which features the stories or glimpses of active individuals.
- Digital shorts – the internet obviously provides a great medium for brands – theyâ€™ve got a captive audience (donâ€™t you hate when you canâ€™t skip the commercial before a YouTube video?) and extra time to work with.
- Events – Brands often sponsor events where they give out free product, or sponsor performances or activities in exchange to expose their image to a large audience.
- Product Demos – Lots of brands make items that are music-centric. Sonos, Jabra, Beats, all of these companies make speakers and headsets and many of them utilize music to demonstrate how great their product sounds.
- Promotions – Ever wonder how bands show up on a brand website or facebook page as part of a ticket giveaway? Sometimes itâ€™s because the brand is already using their music in a spot, sometimes theyâ€™re sponsoring the event, but this is another great way for brands to use music.
- Products – When was the last time you went to Starbucks during the holidays and they werenâ€™t selling a CD or two at the register? Itâ€™s all a part of a branded effort!
- In-Store – Sometimes to promote the very CD at the register theyâ€™ll play it over the speakers in the store. That way when a customer says â€œI love this song!â€ the person at the register can reply â€œItâ€™s on our new compilation album!â€
- In-Kiosk – Ever use one of those computers at a store to find a product? Sometimes there are videos playing on them – often with music.
- In-house – Did you know that music even gets licensed for videos shown at company meetings? Last year, a home-security client ended up licensing â€œViva Las Vegasâ€ to use at their annual conference.
- Commercial – Duh!
Now, what would be the fastest way to get your music in a film? On a TV show? Let me know in the comments!
Josh Schroeder says
Andy, you’re right on with all these ideas as usual. It’s easy for us music people to get stuck on the idea that we have to land that big ad campaign, or that major motion picture or hit TV show in order to make some dollars on a license. I’ve explored a few of the ideas you mention in your post & I’m always pleasantly surprised with the results both professionally & financially! Really fantastic resource for all of us. Thank going for what you’re doing & can’t wait for more.
Very good information!
Andy, sorry for being Thick but what does this mean? That if I start a company I can use my own music in the commercial for whatever my company sells? I don’t understand…it is 6 am and I just got off the red-eye from San Francisco
Josh – Awesome – glad you’re digging the blog and would definitely love to hear more of your stories!
Charles – Thanks!
Poozy – It just means that sometimes thinking outside the box can provide new options, and to look in unconventional places for success.
I really dig the way you think and approach this industry. Great article!