Music Affects Marketing. Want To Engage People? Turn The Music Up!

Marketing and music

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In the first Harry Potter book, Albus Dumbledore says: “Ah, music. A magic beyond all we do here!” We couldn’t agree more. Music is something magic, that can affect our brain, our emotions, and our perception… and your digital strategy.

Could you imagine your life without music? It would be so sad!

Music is everywhere. We listen to our favorite Spotify playlist. We hum a catchy jingle, and we know by heart all the songs from our favorite band.

Music is compelling because it has many effects on our brain and our emotions. That’s why finding the perfect soundtrack might be the best thing you could do for your brand.
Furthermore, AI can also be part of the game to help music be an even more critical element in your marketing strategy.

How is it possible? Come with us to see it!

Why Is Music So Important For Our Brain

Do you remember that shiver when your favorite song starts on Spotify?
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You feel good, you turn the volume up, and you remember happy moments.

If you listen to a song you love, for instance, you are transforming pure sound into emotions and experience. Music is also a relief for people that suffers from different kinds of diseases, as neurologist Oliver Sacks explained in his books.

Moreover, according to a study by Daniel Levitin (Montréal McGill University), music is one of the foundation elements that leads to aggregation and building of communities. That’s one of the reasons why humanity survived, along with stories.
Music helped our species to evolve and develop oral narrative skills.
Yes, music is a powerful tool to engage people, make them feel good, and enhance their emotions.

That’s why you want to make sure to use it in your marketing strategies.

The Role Of Music In Marketing

Using lovely sounds in advertising isn’t groundbreaking. It’s a common technique also in tv shows and, generally speaking, in almost every visual product.

Let’s repeat the same little game of a few lines ago. Think about a few commercials and tv series from your childhood or even from your adulthood. What do you remember? Your answer will probably be “the jingles”.

Music has been part of advertising since the 1930s when brands like P&G started to create original music for their advertising to be distinctive in consumers’ minds. We can say it worked because many of those jingles are still famous today.

After jingles, it came to the pop star era. Many brands, like Coca Cola, engaged famous artists to sing their songs, creating a real mania that came until our days.

Does it make any sense? Engaging professional musicians to record a jingle means to spend a lot of money. However, results are deeply encouraging, because musical advertising is 27% more likely to have positive effects on the business.

This also happens because music can catch people’s attention, create positive associations with the brand, and even drive key brand messages. If you pair a spot with a well-known group or song, it’s even easier to recognize.

girl listening to music
Freepik

David Huron (Professor at the School of Music at Ohio State University) describes in this way functions of music in adv:

  • Entertainment. Music makes commercials more appealing, and it does “by adding aesthetical value to it.”
  • Support. Music “supports the structure and continuity of an ad by, e.g., emphasizing certain parts.”
  • Memorability. Music makes commercials and adv easy to remember, catchy for the mind. As he says, a famous and easy recognizable song can help to create a lasting impression on the viewer’s mind”.
  • Message. Last but not least, music may carry a message that’s unconsciously absorbed.

Music isn’t great only to give strength to a spot or a campaign, but it can be a gamechanger even for the brand itself, for example, with sound branding. Sound branding is the process with which a brand links its name to an unmistakable song or jingle.

This helps engaging customers, making the company easily recognizable and create an emotional link. The last goal is to strengthen brand reputation.

You’re probably wondering how all of these theories come to reality. We can take many examples of brands using music in a marketing-friendly way.

Shall we see a couple of them together?

  • Coca Cola. Remember that we said music is deeply linked to memory? Coca Cola knows it very well. The brand usually pairs its spots with happy, cheerful music, to link positive emotions to its product.

    Do you want an example? Take the first Christmas spot that comes to your mind.
  • McDonald’s. In 2003, McDonald’s enlisted to record I’m Lovin’ It, by Justin Timberlake and Neptunes. The slogan was used both as claim and on billboards, and, since then, it’s one of the most famous jingles in the world. We bet you’d just hummed it. And did you notice it’s an example of sound branding, too?
  • Dumb ways to die. We dare you not to recognise (or forget) this. This catchy, funny, and unsetting song is s an announcement campaign made by Australian public service for Metro Trains in Melbourne, back in 2012.

    Even if the content is quite alarming, the animation and the cheerful song are impossible to forget. They stay stuck in your head. The message is simple and terrifying clear; the emotional impact is undeniable. That’s it, great use of music in advertising.
  • Friends. We said that tv shows, too, have to thanks music a lot. Sometimes, a catchy musical intro is part of the charm of a good show. For instance, during these years, the nineties’ tv show Friends has come back in fashion. If someone names it, what’s the first thing you think about? Probably the opening credits, with the song “I’ll be there for you.”
  • Microsoft. Let’s finish off with a sound branding example. Do you recognize this? The music in this video is less than five seconds long, distinctive, and memorable.

Is it possible for brands to take advantage of Artificial Intelligence for soundtracks? Artificial Intelligence can’t play music by itself right now, but it doesn’t mean it can’t help.

For example, the software can provide some variations of a given song. However, who knows what’s going to happen?

Takeaways

Music is compelling because it has many effects on our brain and our emotions. That’s why it’s so important for brands. AI can also be part of the game to help music be an even more critical element in your marketing strategy.

Music make us feel good and it is one of the foundation elements that lead to aggregation and building of communities. it has been part of advertising since the 1930s and that trend never stopped.

Music can be a gamechanger even for the brand itself, with sound branding – the process with which a brand links its name to an unmistakable song or jingle.


Sources

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