As Music Supervisors, we are already seeing the licensing of music move from traditional TV commercials to online content. Brands are expected to double their investment in digital video by 2020 to around $17 billion in the US alone. Yet Google has already admitted that 65% of people watching online ads hit the ‘skip ad’ […]
Using Music To Tell A Better Story
We all love a good story, one with a hero/heroine that we love and plot that we remember. TV Advertising has the ambition to create a 30 second story, where we understand and retain the key message and the name of the protagonist – the brand.
In a recent report […]
Is the purpose of a commercial to sell product or win an award?
When Creative Directors at ad agencies set their hearts on a particular music copyright, it is very hard to shift them from an idea. Tell them no and they insist that the producer keeps going back until they hear YES.
As a Music Supervisor […]
‘Soundalike’ and ‘Musicologist’. Two words that, as a Music Supervisor, generally fill me with dread. This is especially disconcerting on a Monday morning, when everyone from an advertising agency has been busy in the recording studio over the weekend. And when these two words are used in the same sentence, my heart drops.
‘Soundalike’ and ‘Musicologist’ […]
A new short documentary, commissioned by Jack Daniels in Australia, is examining how the musicians feel about partnering with brands. The film-maker, Dan Graetz, founder of Graetzmedia, said that he had built a company that made music videos to help those with very little money compete with artists backed by major labels – but that […]
