When it comes to choosing music to represent your brand, here's some advice...
I’ve been very lucky to have had a life full of music – from playing it in bands, to producing music in the studio, to using other people’s music in my role as a commercial producer, and to simply listening to it with unbridled joy – and I’ve learned one thing; music is simultaneously the most uniting and divisive art form there is.
Music unites us emotionally and even physically – reducing crowds of people to tears, or to dancing and jumping with joy. Experiencing the power of music alongside other people is the reason why people come together in cinemas, theatres, concert halls and festival fields to be entertained. Barring sex and football, it’s one of the best shared experiences you can have (Actually, I happen to think that one of the best parts about live football is the singing!).
But music can also divide us. Every day I hear people argue over what is good or bad music. One person’s Desert Island Disc is another person’s object of hatred – and it requires an almost academic dissection of the song under discussion to reach any kind of consensus over which tracks might have merit. Even then we often have to agree to disagree.
The problems start when we introduce the element of choice. So, when I’m in a situation where I’m advising a client on which music track to use in their project or commercial, it’s like suddenly stepping into a very well planted mine field.
For some reason, choosing a favourite from a selection of songs sparks all kinds of strong opinions. If you were asked to pick a favourite from half a dozen dogs in the park, you’d probably enjoy the process and eventually reluctantly pick your pooch – with smiles and apologies for the losers. But with music it becomes much more emotive, to the point where the listeners will pick the track they ‘love’ and then defend it to the death from any other opinions in the room.
But strangely, it’s only a problem when you offer choice – or canvass opinion. Most people don’t know (or care) what they think about the vast majority of backing tracks and film scores they hear – they just accept them, become influenced by them without question or knowledge, and then get on with their lives. That’s because someone who knows about how music works has made a great selection that’s appropriate and works the way it was intended – they’ve effectively done the work for you.
And that’s exactly what I do!
I work hard to find the perfect tune(s) that will connect your brand to your customers. What I offer may not be on your Spotify playlist, but it'll work much better with your brand’s message than your favourite song. That’s why, once I’ve thoroughly explored all musical avenues, I’ll give you a selection of suitable tracks with my preferred recommendation; all you need to do is agree with my suggestion or choose your favoured alternative.
So - when it comes to choosing music, my advice is let me do all the heavy lifting while you reap the benefits.
