Music for your Campaign
The Crystal Clear campaign
The Crystal Clear campaign revolves around seizing that well-deserved moment of tranquility. Right amidst a hectic day, allowing you to see things with a fresh perspective. We translated that feeling into a dynamic filmscore, filled with rhythmic sound design. Accentuated by strategically placed rests and sound effects.
The creation of the filmscore ran parallel to the creation of their sound identity. That’s why we crafted a versatile musical palette. Suitable for supporting both the brand and the campaign. Across all possible formats and media.
Using existing music for your campaign
Music should support the story of your campaign and evoke associations with your brand. Therefor, applying well-known music comes with risks. Yes, it’s tempting to choose an existing track with positive associations. And in the short term, that can be advantageous. However, those associations don’t belong to you; you’re borrowing them. Usually, only for a short period.
The more famous the artist or the bigger the hit, the stronger the mental competition with your brand. In other words, you can’t compete with the association network of Kendrick Lamar. You might borrow the emotional charge of an existing track, but you can never truly own it. For a feature film, that’s not an issue, but it is when you’re building a brand.
Limited shelf life
Unless you have bottomless pockets, using existing music is strictly limited in duration. Let alone modifying the music for different formats without permission. This restricts the reach of your message. And it doesn’t give you leverage to create a lasting connection between your brand and a specific emotion. In the best case, you’ll sound like a musical one-hit-wonder.
For most brands, purchasing an exclusive license is not an option. As a result, it’s always possible that someone else seizes the same tune. Especially with well-known hits, this is a risk. It leads to musical fatigue, causing the emotional power of the track to lose meaning. Brands in this situation have to work hard to make a lasting impression. Which wasn’t the intention, now was it?
Of course, this doesn’t mean you can never hit a home run with existing music. But even here, strategy beats tactics. Otherwise, the effect is limited to a short peak in attention, followed by a return to baseline. A dynamic similar to a temporary price promotion. And let’s be honest, who likes to sound cheap?
TAMBR on campaigns
Niels de Jong
Niels graduated as a lawyer and performing pianist, was trained as a banker and found his calling as a creative strategist. For TAMBR, he helps marketeers to understand their brand in musical terms.
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