Oh Suntory! Just when my world began to make sense again, I came across this little ear worm. Play this at your own risk of tangerine dreams and marshmellow skies . . .
Gonna get right down to it . . . Breaking out the boys choir was effective in Levi's 501 blue jeans commercials in the 1980s . . . but having angelic voices sing while a model gets torched at the stake - Are you @#$%ing nuts? This little pile of poopie is walking that fine line between self-indulgent and self-inflicted gunshot wound to the meat and veg. Really Bjorg. What's the message? What does this promote or say about your brand other than your CMO is gonna get canned in the next 6 months because they think there is some kind of connection between the people you buy jewlery for and the people you douse with gasoline and burn . . .
No Hummers and no mayonnaise commercials . . . The Black Keys dish on licensing their music and seem to have a good head on their shoulders and perspective on music for advertising in this interview. Baby's gotta eat!
Given a choice, we would all have originally scored music for our projects. We get it.
But, budgets sometime dictate the need to use production music off the shelf.
What's a girl to do?
These days, a few companies are (legitimately) custom scoring their library music and results can be awesome when done right:
Yes, it costs a bit more than the rate card . . . but it is still a big savings compared to original music and you can still get that warm fuzzy feeling knowing you got a kick ass piece of music for advertising.
The Diner Music