75. Music

75

MUSIC

Music is an amazing way to create an emotional response. You probably have a clear idea already of the kind of music that fi ts your own brand. Advertising has always use music, ever since radio and television commercials were fi rst produced but often they wrote their own jingles. They used classical music too.

The idea But it all changed when the UK ad agency, Bartle Bogle Hegarty, made their Launderette commercial for Levi’s. We heard Marvin Gaye’s “Heard it Through the Grapevine” as Nick Kamen took off his jeans and sat in his perfect white underwear while his Levi’s went round and round in the washing machine.

By the 90s you could watch the whole commercial break and only hear songs. There was no dialogue, only atmosphere and action. And the atmosphere was supplied by the music. If you are choosing a tune for your advertising, pick something that isn’t associated with another brand already. So many brands use The Gotan Project’s modern interpretation of Argentinean tango music that it’s become generic. Whereas if you hear Sugarbabes’ version of “Here come the girls” it makes you want to march straight into Boots the Chemist.

Not all brands advertise, but in your shop, restaurant or while waiting for someone at the call centre to answer the phone, music

changes the atmosphere. Loud music in a place people go to talk is annoying, but in a place people go to dance is perfect.

The type of music you pick also attracts different kinds of customers.

In practice • Music helps an empty space to feel less intimidating, but choose the right style something to match your brand identity. A mismatch will be inconsistent and customers will feel that there is something not quite right. • Balance your music with other sensory inputs; if you overload people they’ll leave. And don’t whack the volume up to 11. • Register with the Performing Rights Society, and visit their website to check the law www.PRSformusic.com before you play music on your premises.