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!