The proposal for the popular music library.

* NOTE: I apologise for the presentation of this post; WordPress seems to messing with the paragraphs/breaks * 

The music in branding today tends to be in the form of sonic logos; signatures of the brand, created through rationality to maximize its effect in conveying brand identity.

When it comes to music in television advertising, the music here often facilitates the concept of the advert rather than convey the brand. 

However you can’t not communicate. 

Finding the right song for an ad is not a problem (as we see it accomplished everyday). The problem is finding the right song in the context of the brand as well. It seems that the choice of song could be more effective.

This problem is evident when we don’t actually understand why certain songs have been chosen in an advert;

(Cadbury’s using “In The Air Tonight”; The choice of song seems to be arbitrary. There are probably many other songs which could have worked just as well or better for the concept of the ad AND how it relates to Cadbury’s as a brand.)

A second minor problem is the issue of licensing songs. Licensing is a short term strategy (unless the brand is willing to continue paying for it, which seems unlikely).

The solution for both problems is to refine the selection process; essentially turning all choices of songs into a sonic logo for the brand (figuratively). 

What this does is it helps communicate more effectively, and will inadvertently turn a short term strategy into a long term one.

The Hovis “bike” advert is an example which has accomplished what I have proposed.

Categorization of music exists only to an extent, and it is usually provided by music publishers. Their technique of categorization tends to be based on the science of music (tempo, genre, instruments, lyrics).

Although a sonic logo can be created by science, a song in an advert is much more emotional due to a number of reasons. The question then is whether the emotional can be rationally mapped?

A final concern which is raised from what I propose, is that the categorization of music would be a hinderance on creativity and innovation.
These are the same concerns raised against a similar field – the stock photo libraries.
However we know that stock photo libraries are much less of a hindarance, but rather serve as an invaluable tool for the creative process. Using stock photos allows designers to formulate ideas befor executing them.
The categorization of music would work on a similar level. It is not meant to dictate what type of music should go with what commercial, but it should be a tool which aids the selection process; Allowing brand values to be musically mapped, thus finding the “right” type of music.

END OF PROPOSAL

Advertising from radio to television

As mentioned in a previous post, radio had developed a system where programs were sponsored by advertisers. Consumers could express their gratitude by buying the product of the sponsor; thus keep the program on air.
This system proved so successful that the majority of the programs were created by the advertisers/advertising agencies. While advertisers controlled content, broadcasters provided the equipment and the knowledge for broadcasting.

When it came to television, nobody had a clue how it should be work. It was a new medium with no proven track record, no research, and no guidelines. Advertisers, who were very satisfied with their place in radio, baulked at venturing into television.
The only other people left who had the knowledge and money to enter this new medium were the radio broadcasters themselves (broadcasters such as NBC and ABC).

It was now up to the broadcasters to convince advertisers to join them, and that’s what they tried to do for the majority of 1939 – 1941. Many advertisers were curious, but still feared the uncertainty.

Then America entered the war… their society slowed to halt as all efforts were focused on helping the war.

Post-World War 2 saw a shift in ideology. Advertisers were asked to do their part help increase consumption. Without a doubt, this helped convince advertisers that they should try television as a new means of advertising.
Moreover, NBC announced in 1944 that their television network would function exactly as their radio network (sponsorship of programs).
The message was clear; Television can offer advertisers all the advantages they had heard about, and at the same time it is as reliable as radio.

It worked! More advertisers moved into television, and the medium prospered.

It is no wonder then that the techniques of radio advertising such as the jingle can be found in television.
Early television was run by radio men, working within the same system.

Further Reading:
Schwoch, J. (1990) ‘Selling the sight/site of sound: Broadcast advertising and the transition from radio to television’ in Cinema Journal, Vol. 30, No. 1 (Autumn, 1990), Pg. 55-66.
Taylor, T. D. (2003) ‘Music and advertising in early radio’ in ECHO, Vol. 5, Issue 2 (Fall 2003).