For brands, advertising is a must. Primary goal? Attract and persuade the viewer. To do this, music is a valuable tool that advertisers must use, but one that must also be handled with caution! Today, many pieces are regularly used to accompany the image of a commercial. Indeed, what would advertising be without music?
Whether it’s a track or a popular song, brands have endless options. Music, which is easy to memorize according to the selected tracks, has many advantages! To dream, to set a good mood, to calm spirits …
Today, advertising and music are often inseparable. but why ? What is this last user? What type of music should you choose based on the message you want to convey? To answer these questions, we caught up with Alexandre Droyer, Executive Creative Director at .becoming.
An interview with Alexandre Droyar on the role of music in communication campaigns
JUPDLC: Was music always part of the ad? If not, when will it appear?
Alexandre Droyar : I have always faced advertising with music. I think it must have appeared in the spots at the same time as the speakers. For my part, the first sites I remember are those of Oasis, with Carlos or Banga song with musical creations “Diglingo” by Gotainer.
But I think my first real feelings about advertising music are back in place for Jean-Baptiste Mondino’s Peugeot 205 Junior Canned Heat. On the road again…then how can we forget the CNP spot ” Streetforever ” With Waltz Shostakovich music choreographed by Eric Galmard, a creator with whom I share a great passion for music and admire him. In short, music and advertising are a long love story.
JUPDLC: Many advertisers use music in their commercials. In your opinion, what is the use of music in an advertising campaign?
Alexandre Droyar : Music in commercials creates emotion. It makes it possible to sublimate the images and produce a sympathetic moment for the spectator with whom one arrives. This is done through his television or mobile phone without being asked to do so. Oftentimes, the goal is still to make it like a brand or product.
The leitmotif of .becoming is Helping companies improve people’s lives Choosing the best music for their sites or operations with our customers is to improve their lives. By doing so, we respect consumers by making them spend the best possible time in front of an advertising spot. Every day in my work I strive to advocate for real music, good songs made by real artists, real brands and record companies. Music doesn’t have the same tendency to create those beautiful moments.
So inevitably, it costs more, but the effect is incomparable: try for example to find the passion to restore Don’t be harsh Billy Swan O howling Electric Duo in a Royalty Free Bank…Good Luck!
JUPDLC: To find the perfect piece, do you have to select it according to the message you want to convey or the goal you want to reach?
Alexandre Droyar : There is no real rule and the selection is often made at the editorial table. We may think very well about the music before making a movie, but what will determine is the moment we say to ourselves, unanimously, It works well with pictures.. It’s a bit inexplicable, the only judgment being the emotion one feels when the images and music are imposed.
Anyway, this is how I work and I love doing it. I arrive at the studio with a lot of songs on a USB key and we test them one by one until we find osmosis between the pictures and the music. I love this moment. Music has the power to transcend images, and that’s what sets it apart. On the other hand, a poor musical selection can ruin the movie.
I especially remember a Nike movie with the song injury From Nine Inch Nails explained by Johnny Cash where we saw athletes go badly for one minute. In the end, a woman was jogging briskly with Knicks on her feet. Signed A little less wounded.For me, this movie, from the point of view of the harmony of the music/images/theme, is perfection.
For the target, there is no rule: the old piece can work on the younger one and vice versa. It all depends on the pictures and the idea. the film “Love in a nutshell” The Intermarché is a good example with Marcel Molodge’s piece. I’ve worked with advertisers who handled music rights before we created: a lot of the time, it just didn’t match. It is very difficult to predict what will work on a movie before it is released.
JUPDLC: Is it a good idea to borrow classics from popular music?
Alexander Droyar: why not. Again, it all depends on the idea of the movie.
JUPDLC: In communication, there are three main goals. Let them know, let’s act, and make like. Does music achieve these three goals? How ?
Alexandre Droyar : We all heard during the conversation: “You know, an ad for a mineral water brand with David Bowie music.” This is proof that music has the power to make an impression in our field. But this does not work alone: graphics, concept and perception also play their part in the work.
So yeah, sure, that helps make the brand recognizable and likeable. To act on…why not, final purchase: If I liked a David Bowie piece, I’d probably pick the water bottle for it. But I think it’s more complicated than that!
JUPDLC: For an advertiser, how do you choose a piece that matches their brand image? Are there selection criteria or procedure to be followed in order to choose the right music or song?
Alexandre Droyar : There’s really no action for a trailer. You just have to check that the lyrics aren’t too gruesome and the artist explaining the music isn’t at the center of scandals. For example, we definitely wouldn’t be picking songs for Marilyn Manson or R Kelly right now: it’s going to be a guaranteed bad buzz on social media!
Then, for a proper identity, it’s a little different: it’s more athletic. Usually, in a phonetic signature, we try to sum up the spirit of the brand in a few tones and sounds. It is therefore necessary to try to associate voices that are consistent with the company and its values. If you work for a video game company and want to pass on a great chest to their customers, you wouldn’t choose a sad cello chord to sign for the brand…we’ll look for melody instead “I feel good” With electronic synths.
JUPDLC: In your opinion, which of these two solutions is more effective: an ad without music or an ad without images, like pre-ads in a podcast?
Alexandre Droyar : Ad without a picture without hesitation. And it already exists, it’s a radio spot for example. Sound without a picture has the ability to project us into an imaginary image in a powerful way. When there is no picture, the brain is working. I think it is effective from a conservation perspective.
JUPDLC: Thanks to neuroscience and the many studies that have been done, we now know that music has positive effects on memory and focus. So, do you think it is necessary at all costs to incorporate it into its advertising niche for a successful campaign?
Alexandre Droyar : Personally, I totally believe in it. I worked in France for Alzheimer’s for a long time. Many therapies use music with patients to stimulate them. The researchers noted that by listening to music, the patients’ brain began to recreate alternative cognitive pathways to circumvent degraded brain regions. It is an illustration of the amazing power of music. So we can think that it has very beneficial effects on memory.
But be careful, do not imagine her manipulative power. Just because I hear a good tone in a commercial doesn’t mean I’ll immediately buy the product like a zombie in the supermarket. The music in our works allows the viewer to have a good time. Put her in a good mood, and make sure that this moment sparks brand preference. What I mean is that if I heard a good song in a car ad, I wouldn’t necessarily buy it right away without thinking. On the other hand, when I’m in the buying phase, I’ll definitely remember it.
JUPDLC: Some advertisers tend to use well-known music and modify their lyrics to adapt them to their messages. Why is this a good advertising technique?
Alexandre Droyar : I’ve never done that before and I hope I never will! There are a lot of new things every day. Plus, I find it distorts some pretty cool pieces. Back then it was funny with Carlos… and today I find it a bit cliched. You have to dig in all the time to be on the lookout for the good bits. I have a Spotify playlist full of songs I’ve been dreaming of syncing in commercials. I add pieces to it every day.
#Advertising #music #love #story