11 Tips for Using Music in Advertising
Ever notice how you can't shake off a catchy jingle? Or the way a song used in a commercial instantly takes you on an emotional rollercoaster? Well, that's no accident. Music in advertising is the unsung hero (pun totally intended) of what we do.
Think about it: That Apple iPod Nano ads with "1234" by Feist from 2012 or these incredible needle drops from 2023. They’re the best. They do so much of the work. Sure, they can be pricey to source, but the right track doesn't just enhance the visuals; it cements the brand's message into our brains, turning ordinary ads into pop culture moments.
So how do you use music in advertising to take your creative to the next level? Here are some tips straight from the editing bay.
Why use music in advertising?
Other than because it’s fun, right? We use music in advertising to evoke emotions, enhance memorability and reinforce brand identity. Music sets the tone and pace for an ad, aiding in narrative direction and shaping audience perception. It can also offer a quick cultural, capture attention in a crowded space, reinforce messaging for better recall, and, when used consistently, unify diverse ads within a singular campaign. The best use of music in advertising can do a lot.
Why NOT use music in advertising?
Other than because you hate fun? Just kidding. Some commercials avoid using music in advertising for several reasons. Music can sometimes overshadow the message or create unintended emotional associations, potentially diluting or misrepresenting the brand's intent. Licensing popular music can be costly, and the wrong choice might alienate the target audience. In a saturated advertising landscape where many commercials use music, the absence of it can make an ad stand out, allowing the audience to focus solely on the visual narrative or spoken message. It really depends on the goals of your piece of creative.
So if you do decide to use music in your creative, what should you consider?
11 Tips for Using Music in Advertising
1. Relevance
The music should be contextually relevant to the message or the story the commercial is trying to convey.
2. Emotional Resonance
A good needle drop can evoke a desired emotion from the audience. Whether it's nostalgia, joy, sadness, excitement, or suspense, the right track can amplify these feelings.
3. Memorability
If the music is catchy or well-known, viewers are more likely to remember the commercial, which can increase brand recall.
4. Cultural Context
Sometimes using a song that has cultural or historic significance can add depth to the commercial's message.
5. Uniqueness
Using a less-known but fitting track can set a commercial apart from others. It reduces the risk of the same song being associated with multiple brands/products.
6. Timing and Editing
The point in the song where the "needle drops" can be crucial. Jumping in at the chorus or a recognizable riff can be more impactful than starting at the beginning. Additionally, how the song is edited to fit the commercial's length and flow can make a big difference.
7. Integration with Visuals
Music in advertising should complement and enhance the visuals, not overshadow them. It's a dance between sight and sound, and they should move together seamlessly.
8. Aids in Storytelling
In short commercials, there isn't much time to tell a story. The right music can help fast-track storytelling by providing an immediate context or mood.
9. Audience Targeting
It's essential to consider who the target audience is. For younger viewers, a contemporary hit might be effective. For older audiences, a classic track might evoke nostalgia.
10. Clearance and Rights
Obviously, it's crucial to ensure that all rights to use the music in a commercial setting are acquired to avoid legal issues.
11. Avoiding Overuse
For the best use of music in advertising, avoid overplays. If a particular song has been used in multiple commercials or contexts, it may lose its effectiveness. It's good to be aware of the broader media landscape to ensure the chosen track feels fresh and relevant.
Just remember: Music is like a color palette. There are a range of tones and emotions to pick from, but each one brings a different vibe. Choose wisely and you’ll boost your creative to the next level.