Have you ever watched a scary movie on mute? It’s not quite as scary anymore. Music is often used in TV and film as a way to set the mood for a scene. The same thing can be said for marketing. The music that is paired with an advertisement can alter the way that the customer thinks about a product.
That being said, it’s important to know how to choose the right music and it is equally as important to make sure to avoid copyright lawsuits. While adding music to advertisements can be expensive, it does not have to be. There a variety of strategies that can be utilized to choose music that will be the most effective and ensure that it can be used legally.
First, how do you choose the right music for your marketing? The first strategy in adding music is understanding the product that you are selling as well as the market that you are trying to reach. What does your target market listen to? Music that is interesting to them and that will grab their attention will be more beneficial in selling a product.
So you know your demographics, now, what are you selling? How do you want your product to be perceived by the public? Choose music that matches the integrity of what you are selling. Additionally, aim to mirror the values of your product with the artist of the music you use. This may assist in picking up their fan base as supporters.
Have a tight budget? Ariana Grande’s new hit single is probably not a possibility; however, a cover may be. Using covers is a cost-effective way to use the best songs for your brand. This strategy is used by companies both large and small. Budweiser is an example of a company that has experimented with covers. One of their commercials featured a cover of “Blowin’ in the Wind” by Bob Dylan.
Say you don’t want to use a cover. Take into consideration the amount of time that your spot is running for. If it’s a long period of time you may consider a shorter contract. Or better yet, combine originals and covers. The previously mentioned Budwesier campaign used the original “Blowin’ In the Wind” for a brief period of time when the commercial aired during the Super Bowl.
The average person listens to over four and a half hours of music a day and the music industry is estimated to be worth over $40 billion. So, next time you’re creating an ad, consider these suggestions and you might just tap into a multibillion dollar industry.
