The music behind the marketing

As someone who works in advertising and marketing, I often find myself dissecting ads I encounter in everyday life. Also being a music fanatic, one of the things I notice the most is what kind of soundtrack people decide to use for conveying their brands, products and services.

Sometimes I’ll hear a favorite classic rock song chugging along in the background of a commercial. Other times it’s a new song by an indie band that I would have never expected to be used in an ad. And sometimes it’s stock music created specifically for advertising purposes.

It’s always interesting (at least for me) to think about what might have driven the people behind the ad to select a specific song to represent their offerings and brands. But the larger question is, just how important is music to a brand’s marketing and advertising efforts?

In my opinion, it’s extremely important. Think about it: Is there anything that has a more widespread emotional impact on people than music? Music is universal and can instantly trigger an emotional response, and establishing an emotional connection with an audience is so critical for a brand.

In a recent Forbes article titled “Why Music Plays A Big Role When It Comes to Branding,” Steve Olenski quotes Eric Sheinkop, co-author of Hit Brands: How Music Builds Value for the World’s Smartest Brands:

“Music brings value to a brand in three ways: identity, engagement, currency. Specifically, using music to establish an emotional connection with a brand, increases brand recognition, creates excitement and buzz beyond the brand’s core products or services, and can empower consumers, giving them valuable content to discover and share,” Sheinkop writes. “Music creates the value that brands need to win the war for attention and develop a genuine connection with their consumers. When used correctly, music not only creates loyalty, but true advocacy.”

Do you agree? How important is music to marketing? I’m interested in hearing your thoughts.

For now, I’ll leave you with an amusing song and video related to music in marketing by a musician named Jon Lajoie:

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