In the world of advertising, music has evolved from being just a background melody to a powerful storytelling and branding tool. It has the remarkable ability to create emotional connections, reinforce brand identities, enhance storytelling, and leave a lasting impact on consumers.
MUSIC IN ADVERTISING
THE SCIENCE OF MUSIC AND EMOTIONS
Music has the power to trigger a wide range of emotions. Scientifically, it has been proven that music can stimulate the release of neurotransmitters like dopamine, which is associated with pleasure and reward. This physiological response makes music a potent tool for advertising.
Take, for instance, the distinctive sound created by Hans Zimmer and BMW for the Electric BMW i4 launch. This unique musical identity has become synonymous with the BMW brand, instantly recognisable and associated with cutting-edge technology.
TAPPING INTO THE LISTENER’S EMOTIONS
The magic of music in advertising is continually evolving, and fresh examples continue to emerge that resonate deeply with audiences.
When it comes to the dynamic world of advertising, Peloton, the fitness brand that’s all about breaking a sweat at home, decided to take a unique route by featuring “Tambourine (Radio Edit)” by Eve in one of their recent campaigns. Eve’s “Tambourine” is a high-energy track that radiates an infectious party vibe.
CREATING A SONIC IDENTITY AND RECOGNITION
The choice of music, instruments, and vocals can all contribute to the establishment of a brand’s identity. In today’s multimedia landscape, consistency is key when it comes to branding through music. Brands are increasingly developing a sonic identity that involves selecting musical elements that will become synonymous with their brand, fostering recognition and loyalty among consumers.
For instance, when you think about Skype, what’s the first thing that comes to mind? It’s probably that distinctive “ring-ring” sound, right? This sound is so iconic that it’s become an integral part of Skype’s brand identity.
Another example is Slack, If you’ve ever used Slack for work or collaboration, you’ll be familiar with its distinctive notification sound. It’s a sound that’s uniquely Slack, and it’s more than just an alert—it’s part of the platform’s identity.
This sound isn’t just a random choice; it’s carefully selected to represent Slack’s mission of making work simpler, more pleasant, and more productive. It sets a tone of efficiency and collaboration, helping users feel connected even when they’re miles apart.
ENHANCING STORYTELLING
MUSIC AS A NARRATIVE TOOL
When it comes to advertising, storytelling is the name of the game, and music is the secret sauce that adds flavour to the narrative. It can build tension, set the mood, or accentuate pivotal moments in a story. A shining example of this synergy is seen in Volkswagen’s The Force” Super Bowl commercial.
In this heartwarming ad, the music is the driving force behind the narrative. As a young boy dressed as Darth Vader attempts to use “the force” on various objects around the house, John Williams’ iconic “Imperial March” from the “Star Wars” soundtrack plays in the background. The music perfectly complements the storyline.
SETTING THE MOOD
Whether it’s a romantic ballad in a perfume ad or an adrenaline-pumping track in a sports commercial, music can set the mood and transport the viewer into the world being depicted, Nike are the kings of music in advertising.
For example, Nike’s “You Can’t Stop Us” ad. The visuals are breathtaking—athletes pushing their limits, overcoming obstacles, and reaching new heights. But what really elevates the entire experience is the music. The tone is undeniably uplifting, encouraging you to keep pushing, keep dreaming, and keep believing that nothing is impossible. It’s the kind of music that makes you want to lace up your sneakers and chase your own goals.
In this extraordinary ad, Nike enlisted the talents of Solomon Grey to create a custom composition that would perfectly resonate with the inspiring message. The music in this commercial isn’t just a backdrop; it’s a powerful force in its own right.
INCREASED ENGAGEMENT: THE POWER OF SOUNDTRACKS AND USER-GENERATED CONTENT (UGC)
In the world of advertising, music serves as a secret sauce for boosting engagement. Catchy jingles and memorable soundtracks have a unique ability to make commercials unforgettable. Just think about Olivia Rodrigo’s chart-topping hits and how they’ve become anthems for a generation.
Now, in the digital age, video marketing reigns supreme. Music complements video content perfectly, making it more shareable and boosting its virality. Apple, a true pioneer in this arena, understands the magic of music and UGC. They’ve demonstrated it brilliantly in their “Shot on iPhone” campaign.
It not only showcases their incredible cameras but also harnesses the power of user-generated content (UGC). Every day, people share their stories through captivating videos set to popular music tracks, creating a powerful emotional connection with viewers. It’s not just about a product; it’s about celebrating real-life moments, and music is the heartbeat that makes it all come alive.
NOSTALGIA MARKETING
Advertisers often tap into nostalgia by using music from past decades. This can trigger positive emotions and create a sense of connection with the brand’s heritage.
Spotify, a modern marvel, showed us how to do it right with their “Never Ending” campaign. They transport us back to the ’80s, even though they weren’t around then. They’re saying, “We’re the modern gateway to those nostalgic feelings you cherish.”
THE INFLUENCE OF GENRE
MATCHING MUSIC TO TARGET DEMOGRAPHICS
In the world of advertising, hitting the right note with your audience is crucial, and that means choosing the right music. Different demographics have different tastes, and advertisers need to be strategic. If your target audience is the younger crowd, you might be tempted to go for big-name artists like Billie Eilish or Drake. But here’s the reality check—landing those artists can cost a small fortune.
That’s where Izrom steps in. We offer an alternative solution that’s just as effective and far more cost-efficient: custom-composed music tailored to your campaign. With an advertising background ourselves, we understand that every campaign is unique, and our team of composers can create the perfect soundtrack that speaks directly to your audience.
GENRE-BASED BRANDING
Some brands don’t just associate with music; they become an integral part of its culture. Take Red Bull, for example, known for its deep connection with extreme sports and electronic dance music (EDM). They’ve taken this connection a step further by curating their own music events, such as the Red Bull Music Festival.
For one unforgettable night, Red Bull brought together the worlds of hip-hop and classical music in a groundbreaking event. World-renowned producer Metro Boomin teamed up with Maestro Anthony Parnther to present the West Coast premiere of Red Bull Symphonic at the iconic Dolby Theatre in Los Angeles. The sold-out show was a fusion of genres, featuring special performances by musical icons like John Legend, Swae Lee, NAV, and Roisee.
This extraordinary event showcased how Red Bull’s brand has seamlessly integrated itself into the world of music, pushing boundaries and bringing together diverse musical genres under one roof. It’s a testament to the power of brand association and the way it can shape and redefine cultural landscapes.
In conclusion, the power of music in advertising is undeniable. It creates iconic moments, stirs emotions, reinforces brand identities, enhances storytelling, increases engagement, and leaves a lasting imprint in our memories. Music transforms advertisements into unforgettable experiences, connecting brands with their audiences on a profound level.
So, the next time you watch a commercial that gives you goosebumps, remember the music—it’s the secret ingredient that makes it truly iconic.
English 
French