If you know me or have collaborated with me, you're probably aware of how pivotal music is in both my personal life and my creative work.
Music has been a constant presence throughout my life. In my childhood home, it was the soundtrack to our daily existence. I woke up, more often than not, to the turntable spinning and mum singing! Mum's taste ranged from country to pop, while Dad was more of an Elvis and Frank fan. When my brother reached his teens, he introduced us to punk, post-punk, new wave, and alt-rock. As for me, I had a penchant for anything that made me dance or sing along – disco, pop, rock, and everything in between. "Countdown" was a sacred Sunday ritual in our household, and my pocket money had a habit of disappearing into concert tickets and records.
My love for music remains wonderfully diverse, and I still get a thrill from discovering new artists and tracks to groove to. Concerts are my happy place, and I even took up playing the guitar later in life, which turned out to be one of the best decisions I ever made.
Throughout my career, I've had the pleasure of working with music in all its various forms. I began my creative journey in music videos, back in the days when we had real budgets and the mere sight of our work on TV would send us into raptures of excitement.
Music has always been, and will always be, a vital element in everything I create. In some ways, for me, it can be even more critical than the visual elements or the words in a script. So, I find it astonishing how often it's the last thing on the minds of fellow creatives.
But here's where I say, "What the..?"
When it comes to crafting an engaging ‘anything ‘- whether an exciting event, an inspiring activation, or compelling content - every element undoubtedly plays a crucial role in guaranteeing success. However, music deserves to be at the very top of that priority list.
Think back to a memorable brand experience you've had yourself, something that left a lasting impression. Music was likely at the heart of it all. It wasn't just background noise; it was a fundamental component of the entire experience.
Music can act as a jet fuelled emotion controller, enabling you to instantly immerse your audience in your creation. With the right notes and sounds, you can evoke smiles, tears, optimism, apprehension, or even fear (Jaws, anyone?) without a single word being spoken or an image being seen. The correct piece at the right moment creates an emotional trigger that embeds your brand deep within the audience's psyche.
Of course, the music you choose must align seamlessly with your ideas, your message, and, most importantly, your target audience. It's the secret spice that can make or break the entire recipe.
In branding and marketing, music exerts a powerful influence, shaping how people perceive brands and creating enduring brand associations.
Setting the Tune for Brand Personality: Picture the brand you're working with as a person, complete with a unique personality and style. Now, envision music as the clothing that this brand personality wears. The right musical choice can transform a brand's image, giving it a new, fresh look – cool and groovy, warm and comforting, or classic and elegant. With music, you can control the perception and personality of the brand, letting your audience know what to expect and who you are.
Unforgettable Brand Associations: Music has a remarkable ability to create lasting associations in your mind and in the minds of your audiences. A few notes can transport someone back to a specific moment, a joyful experience, or even a nostalgic memory. The only other sense that can do that as quickly and definitively is smell. Until we have smellovision, we'll let sound and music do the job.
And guess what can be linked to those cherished memories too? The brand you're promoting and the messages you're conveying.
The power of music. The NSW Business Awards, Vanessa Amorosi surrounded by a joy-filled, excited and totally engaged audience singing along to every single word. PHOTO BY ME.
Now, a word about using music: It's vital to do the right thing by musicians and artists, your fellow creatives. Make sure you pay for any music you use and don't infringe on copyright. There's no such thing as 'it's only for internal use' or 'it's not for public consumption.' Copyright applies to most recorded music – with few exceptions. Use a music library, or even better, establish a relationship with a music producer.
There's nothing like creating your own music from scratch, tailoring it to suit every nuance and moment of the journey you're taking your audience on. It's a bespoke sonic expedition where you have control over your audience's emotions every step of the way. Think of it as being the Wizard of Oz, pulling the strings, but for real. If you're unsure about your understanding of music, remember that's what producers are for, and the right one will happily guide you.
Convince your agency/production producers to always allow a reasonable budget allocation for music, emphasising that it's not merely an afterthought but an essential element of any creative project.
An interesting note on music selection for specific demographics: According to a New York Times analysis of Spotify data, our musical tastes as adults are heavily shaped by the songs we loved during our teenage years. Men tend to form their musical preferences between ages 13 to 16, often with their favorite song released around age 14. Women, on the other hand, solidify their musical preferences between ages 11 and 14, with their favorite song typically released at age 13. Notably, childhood influences wield greater influence on women's musical choices, and these formative years closely align with the end of puberty.
Pepsi Max Unbelievable “Bus Shelter"
Still one of my favourite activations ever where music played a key role in engaging an audience is the "Pepsi Max Unbelievable Bus Shelter" campaign. Pepsi Max transformed a regular bus shelter in London into an interactive experience using a combination of technology and music.
The campaign featured a seemingly ordinary bus shelter with a digital display, but it had a twist. As unsuspecting people waited for their bus, the shelter's glass panel displayed various scenarios, such as a tiger on the loose, a UFO landing, and a giant robot approaching. These scenarios were designed to create a sense of excitement and surprise among the waiting passengers.
What made this campaign truly engaging was the use of music. Each scenario was accompanied by dramatic and suspenseful music, enhancing the overall experience. The music created a sense of anticipation and added to the feeling that something extraordinary was happening, even though it was all a clever illusion.
See here Pepsi Max - UNBELIEVABLE
Examples where music has made a huge impact in Australian marketing.
Qantas Airlines - "I Still Call Australia Home" - Their enduring and emotional television commercials feature renditions of the classic Australian song "I Still Call Australia Home" and has become an iconic representation of the airline's connection to Australia. (Let’s see if it can dig them out of the brand damage hole they are in at the moment!)
Vegemite - "Happy Little Vegemites" - The jingle "We're happy little Vegemites" was written way back in 1954 and has been a staple in Australian advertising ever since. It has created a lasting and memorable association with the product over multiple generations.
Telstra "Clair De Lune" - At Flight Facilities' shows, fans often ask for "the Telstra song," which plays the familiar bells and gentle melody from the telecommunications company's ads over the past six years. Band member James Lyell credits this advertising collaboration for making "Clair De Lune" their most commercially successful track, expanding its appeal beyond their core, youthful fan base.
As you embark on your next creative venture, don't underestimate the magic of music. It's not an afterthought but an essential creative engagement tool. It's the auditory storyteller that conveys your message and captures the hearts of your audience, leaving them feeling moved and inspired. Whether you're orchestrating a live event, crafting a brand activation, or weaving content – with the right music, you're destined to leave an indelible mark.
Go here for more info on copyright - APRAA - Copyright
Contact me
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