By Luke Suggs, Account Support
For most people, music is an essential part of everyday life. Although people may have stylistic differences, music has the ability to connect people and has power to make us feel. Similar to smell, music can trigger memory. Just the other day my friend said whenever he heard the song “Mouthful of Diamonds” by Phantogram, all he could think of was the Gillette commercial. That speaks volumes of the importance music has in advertising and branding.
In films, soundtracks or pieces of music directly relate to how viewers will feel. Although the quality of the screenplay is important, music helps catapult a distinct emotional connection. Recall your favorite romantic comedy and think about the kiss at the end of the film. How did you feel? Do you remember the song that was playing when it happened? Probably. Would you have felt the same if no music was playing? Probably not. The music is what mainly made you feel a specific emotion. This is true in advertising as well. Incorporating music can deliver an emotional connection with consumers, and has the ability to create a relationship with the brand.
Music is important in advertising, but selecting the right music is even more important. Marketers need to understand their message and select music that conveys the same or similar message. A song about heartbreak in an advertisement for Dominos would not be an ideal choice and would confuse viewers. Ensure that the rhythm of both the song and the advertisement are in sync. The shots in the advertisement and the beat of the song should be parallel to enable a certain flow. Choosing a compelling song that is not particularly popular will help your advertisement stand out more compared to a top 40 song. Although it may seem like it would be the opposite, top 40 songs are overplayed on the radio, in retail stores, etc., which can make it annoying and forgettable. While choosing an unpopular, gripping song keeps the advertisement interesting, fresh, new, and memorable. “The Dreamers” advertisement by Honda is a great example of how music can positively affect the outcome.
The song gave the commercial life and consistently stayed with the theme of correct pace and message. We hear lyrics like “walking on a dream” and “running for the thrill of it” carrying the message that Honda is striving for, and the rhythm flowing smoothly with the crisp shots.
Sonos teamed with Apple Music and neuroscientist Daniel Livitin to find out just how important music is in people’s lives. They found that couples that listen to music spend three more hours together at home when music is playing versus those who do not. This is such an important statistic for brands and how they implement their advertising and branding. While, this statistic pertains to personal relationships, it is vital to understand that brands need to build personal relationships with consumers and should recognize that it can happen. Brands must realize that the brand and the consumer are a couple. Whatever one does it effects the other. So, let the consumer spend three more hours with your brand by incorporating the right music in advertising and let the consumer feel your ad not just see it.
Whether it be TV ads, Facebook ads, Instagram ads, etc. music takes the consumer to another place that silence fails to do. Music contains the dynamic to help build and sustain relationships for a brand and its consumers though it may not seem like a huge input into advertising.