MI2N
Music Industry News Network
SUNDAY, SEPTEMBER 25TH
Advanced Search
MusicDish Advertising Network
Subscribe to Mi2N's Free Newsletters B2N (business) i2N (indie)
HOME | FREE NEWS SUBMISSION | PREMIUM PR DISTRIBUTION | PR COPYWRITING | RSS FEEDS | TESTIMONIALS | CONTACT

Sections: Band | Business | Career | Events | Label | Music Releases | Radio | Tech | Video | Web Events
Genres: Country/Folk | Dance/Electronica | Jazz/Blues | Latin | Rock | Urban | World
International: Asia | Canada | Europe

Advertise | Artist Development | Submit Video | MusicDish*China | MusicDish e-Journal | MusicDish Network | Urban Music News Network
Business News (more headlines) 06-21-2014

'Music Matters' - New Study Finds Music Used By Brands Unmanaged, Unmonitored And Under-Funded

Bookmark and Share

Despite the powerful role that music and sound now plays in advertising campaigns, it's a resource that is often unmanaged, unmonitored and under-funded.

This is one of the key findings from a new in-depth study of how brands and their agencies are using music and sound.

Called 'Music Matters' the study, commissioned by soundlounge and McKinlay Consultants, and carried out by marketing consultant Clare Crean, sheds an authoritative light on the role of music and sound in marketing brands and the process of choosing and sourcing music for campaigns. (Download study here: http://www.licensing-music.co.uk/reports/music-matters/)

Previous studies have found that despite sound having almost equal impact to the visual component on viewers, it rarely features in any brand strategy thinking and is dramatically less well funded.* So why are brands allocating such a small proportion of their marketing spend on music and sound when it is so fundamental? And why is the process of finding, selecting and licensing music for campaigns so difficult and stressful?

The study involved in depth interviews with a cross section of nationally known brands, their agencies and music industry experts. There is wide agreement that music and sound is under-valued, despite its key importance, and that the process of acquiring music is often severely under managed.

Says Steve Mullins, Content Director, Brand e biz, 'Music and sound is the poor relation to the visual and verbal aspect of communication … probably because there is no one with specific responsibility for it.'

Despite music being a component of advertising for many years now, the whole process of finding music is still very much in its infancy. 'It's like the wild west,' says Carol Powell, Senior TV Producer at Abbott Mead Vickers. 'There are no hard and fast rules. Anyone can contribute; it's very subjective, very emotional and very personal. It's all just based on instinct.'

But, says Powell, a structured approach to choosing and using music can make the difference. 'People don't like process, they feel it's too clinical, but it's the only way out of the swamp.'

These views are also echoed by Sir John Hegarty, Worldwide Creative Director and Founder of Bartle Bogle Hegarty. 'The study gives me another opportunity to repeat again that we need to slow down and take more time to let our ideas evolve, and get all the ingredients like music exactly right, to create truly inspiring and effective campaigns.'

But as Graham Staplehurst Global Director at Millward Brown points out, brands will probably need to do more research if they want to manage music more effectively. 'Brand managers aren't aware of where sound is causing a problem, or in fact what impact sound is having positive or negative because it's not being monitored."

The report provides a comprehensive set of proposed solutions, which include:

· Advertising agencies are likely to be in the best position to manage the creative searching and selection of music.

· The licensing (i.e. procurement) is best managed separately by one specialist organisation or an expert in house team, so costs can be better controlled and spiraling costs avoided.

· Directors should be asked to provide musical as well as visual references.

· Brands should develop a sound strategy that specifies how music and sound should be used across all sonic interfaces.

· Brands should ensure that there is one person with sufficient time, resource and expertise to take responsibility for music and sound across the entire organisation.

'We believe the findings of this study will enable brands and their agencies to take some easy steps to ensure that they use music even more effectively and in the process save themselves considerable amounts of time, stress and money.' says CEO and Founder of soundlounge, Ruth Simmons.

The findings, contained in a two part report called Music Matters, are available to download from the Soundlounge website. www.soundlounge.co.uk/reports/music-matters

Bookmark and Share

back | top



MusicDish Advertising Network

Mi2N Music PR

Rob Chiarelli "Winning" Another #1 Album

Project-TO - The White Side, The Black Side

Viral Artist Bryson Morris Considered To Be The Next MattyB Of Hip Hop

80s Retro Album From JIVE64 Completes The Nostalgic Vibes Started With 'Stranger Things'

Candice Russell Releases New EP

"Your Desert My Mind" Is The Latest Album From Punk Rockers The Mutants Released By Killer Tracks

Are The PondHawks Chicago's Best Kept Music Secret?



MusicDish*China Song Blast
Promote Your Music Single In China

News Headlines
Mi2N EDITOR'S PICKS
» Authors Against Music Piracy: Regional Court Munich Sentences Online Service Uploaded To Pay Damages
» Transform Your MIDI File Into An Acoustic Piano Track
» Seattle Digital Label CIN SEA Music Group Signs Distribution Deal With Affluent Records
» CMRRA Announces YouTube Licensing Agreement For Canada
» TuneIn Announces Partnership With Red Bull Music Academy
» BMG US Names Alex Flores Senior Vice President, Marketing, Commercials, Film & Television
» Bandtango Technology Empowers Broadcasters And Artists To Prevent Exploitation By Performance Rights Organizations
» Canadian Rock Band Menage "Lost In China" Tour
» Jade Alger Brings Mischief, Mystique And The Muse
» CES 2017 Music Contest: Open Call For All Musicians And Artists


Get your music news covered...
Have your press release written
by the pros at Mi2N

Articles
MUSICDISH E-JOURNAL
» New York Media Festival Returns To Manhattan
» The Humanistic Museum Rock And Roll Art Journey
» French Music Legends Magma Release DVD Of First Tour Of China "Nihao Hamtaï - Magma In China"
» Nasty Wizard Recordings Release: Thug Mills (AUS) & Chinese Football (CHN)
» BandLab Acquires MONO
» Canadian Rock Band Ménage "Lost In China" Tour
» British Electro-pop Trio Ooberfuse "The Globetrotters" China Tour
» First Tennessee Hires Andrew Kintz To Lead New Music Industry Banking Group
» Carsick Cars, Chui Wan, Alpine Decline Headline October Tour Of North America
» WANG WEN: Experimental Post-Rock Unit To Release Ninth Studio Album
» TMA Signs CCM Artist John Clark Blackwell To Management
» UK Festival Market Driven By "Super Fans"

Mi2N's Music PR distribution service guarantees online exposure for your press release. Choose from seven (7) different packages.


HOME | FREE NEWS SUBMISSION | PREMIUM PR DISTRIBUTION | PR COPYWRITING | RSS FEEDS | TESTIMONIALS | CONTACT

Sections: Band | Business | Career | Events | Label | Music Releases | Radio | Tech | Video | Web Events
Genres: Country/Folk | Dance/Electronica | Jazz/Blues | Latin | Rock | Urban | World
International: Asia | Canada | Europe

Advertise | Artist Development | Submit Video | MusicDish*China | MusicDish e-Journal | MusicDish Network | Urban Music News Network
Copyright © 1997-2015 MusicDish LLC, all rights reserved. Text, graphics, and HTML code are protected by US and International Copyright Laws, and may not be copied, reprinted, published, translated, hosted, or otherwise distributed by any means without explicit permission.