September 22

How Music Will Make You and Your Marketing Matter

Phillip Oakley

If there’s one thing that unites us, it’s our love of music. Genres and artists are subject to debate, but music as a whole is universally adored. We all can become hypnotized by a beat. We all can imitate our favorite songs through singing or humming. But most importantly, we all posses the uncanny ability to recall songs we’ve only heard a few times, even if it has been years since we last heard it. This is because our brains cling to repetition and patterns. So what does this have to do with marketing you may ask? Music associated with your brand can make you memorable.

Think about a commercial you remember well. What stood out about it? Chances are, music had something to do with it. Paul Brazier, Abbott Mead Vickers BBDO’s chief creative officer, states, “Music sets the course and tone of any commercial.” But don’t just take his word for it; check out the data collected from the Nielsen Company:


Music outperforms across the metrics of creativity, empathy, emotive power and information power. But it also depends on the type of music as well. According to Julanne Schiffer of Nielsen Entertainment:

It depends on the message you want to get across. Popular songs, for example, are the most effective at invoking some kind of emotional response. But, while pop songs deliver emotive power, other genres are better suited for price and promotional-based ads that are trying to get information across to audiences. In fact, the study found that generic background music helps improve information power. Advertiser jingles help make the brand seem in touch, but they don’t generate as much empathy as other forms of music.

In layman’s terms, music can make your message have impact. You may be thinking, “I don’t have the budget for airtime and commercial production.” Well, there’s always the internet.

Have you considered pumping up your video presence online? Music in videos can have a one two punch of sorts. After all, 78.4% of U.S. internet users watch online videos. If your videos are full of engaging content, throwing music in can help make the piece memorable. There’s also a wide array of video styles to choose from. Showcasing your brand doesn’t have to break the bank either. From vlogs to PSAs, the options are limitless and the right music can create a bigger impact. If the music is catchy, the message will stick. Just take your time in creating or selecting the right music for the video.  You’ll also benefit from checking out your competitors to see what types of video they use most.

Music can help push your marketing initiatives over the edge. It makes your brand stand out from the competition and makes you memorable. For the best use of music, pair it with an online video for a wider audience. If done just right, you’ll make some noise that won’t fall on deaf ears.