MI2N
Music Industry News Network
TUESDAY, JULY 29TH
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

FM Pilots Skyrockets To Top Of MusicDish*China Indie Song Chart

MusicDish*China Booking Second China Tour For French Jazz Singer Clotilde Rullaud

Longreef, Friend Movement And Abijack Management Join Forces For Launch Of Powerful "Battle Plan" Single And Video

MISSING LINK MUSIC ON ED SHEERAN'S #1 ALBUM

Chaz DePaolo Live: One Night In IONA

Maybe Mars Presents: The XP Sound Vol.1

CONVICTS TAKE ON CONGRESS

Da Phatfunk Clique Releases More Funk Jazz On The Violin!



MusicDish*China Song Blast
Promote Your Music Single In China

News Headlines
Mi2N EDITOR'S PICKS
» HFA Facilitates Publisher Outreach For Music Recording Platform, Pure Solo
» Senzari Unveils MusicGraph.ai At The GraphLab Conference 2014
» New York Factory Fast Records Releases Fourth Sampler On #VirtualVinyl Format.
» BLACKHOLE FILMS LAUNCHES "COMING YOUR WAY" MUSIC VIDEO
» Clear Channel's IHeartRadio Partners With AdsWizz To Monetize Its Digital Audience
» Pandora Hires Lars Murray As Vice President Of Industry Relations
» FM Pilots Skyrockets To Top Of MusicDish*China Indie Song Chart
» The Association Kreyol Vibrations Presents CARIMEX (Caribbean Islands Music Exposition)
» Guitar Hero Tommy Bolin's First Band Zephyr To See 1969 Debut Album Reissued On Both CD & Vinyl
» Music Legends Jon Anderson And Jean-Luc Ponty Announce Formation Of New Music Ensemble - The Anderson Ponty Band!


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

Articles
MUSICDISH E-JOURNAL
» FM Pilots Skyrockets To Top Of MusicDish*China Indie Song Chart
» Zebra Music Festival (Shanghai) Ticket Giveaway Winners
» MusicDish*China Top 5 Indie Song Chart 07/12-07/18/2014
» Temple Bar 3 Year Anniversary
» Zebra Music Festival (Shanghai) Announces Headlining Acts (Chinese Version)
» Raising Our Voices For Fennie: Benefit Concert Zajia Lab, July 13
» Raising Our Voices For Fennie: Benefit Concert Zajia Lab, July 13 (Chinese Version)
» KANO Premiere At New York Asia Film Fest (Chinese Version)
» Over 90% Of Adults Support The Provision Of Music In Schools
» Why Branding Is More Important Than Ever
» Executive Wach: Tracktion Software Corporation, Liberace Foundation, McNally Smith College Of Music, SPIN, WSOU, Guitar Center
» "Overheard 3" And "Golden Chickensss" Took The Stage At New York Asian Film Festival (Chinese Version)

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 © 1997-2014 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.