"Apple has proven that every time a iPod is created, an indie band gets their wings"~ Taylor Magenheim, Buzzfeed writer (via. Mashable)
While at Wellington's Homegrown festival I noticed certain songs have been well and truly hijacked by the brands who have used them in their advertising. Examples included Op Shop's One Day used by NZ Post, Tiki Taane's Always On My Mind used by BNZ, and The Feelers Stand Up which was used in the 2012 National Election Campaign. It's impossible to listen to these tunes without having the brands and ads pop into your head.
But why? Studies dissecting music’s effect on consumers suggest that songs — more often than not — positively influence responses to advertising. The right song choice can influence how long a person watches a commercial and sway them into buying what’s in the ad.
But it works both ways advertising has also been known to launch music careers and repopularise tracks. Here's a few examples of songs that were rocketed into the charts by advertising:
1. Sony Bravia - Jose Gonzalez "HeartBeats"
2. Coca-Cola's Hilltop - The New Seekers - "I'd Like to Teach The World To Sing"
The story goes that this famous 1971s advertising song was created after the advertising guy on the Coca-Cola account (Bill Backer of McCann-Erickson) was flying to London to meet up with Billy Davis a music director who was hired to write radio commercials for Coke. On the way he observed a group of angry passengers who were delayed by fog, however brought together by a shared experience (and over a bottle of coke) they were quickly laughing together. This lead to song about teaching the world to sing, which was built around buying the whole world a bottle of Coke!
The song was created specifically for Coke's advertising but once released Coca-Cola Company received more than 100,000 letters about the commercial and many radio stations received calls requesting the song. The song become a top ten hit and sold more sheet music than any other song in the past ten years. Coca-Cola donated the first $80,000 royalties to UNICEF under an agreement with the writers.
3. Mitsubishi Eclipse - Dirty Vegas "Days Go By"
Dirty Vegas' debut release was the single "Days Go By". It originally made the top 30 in 2001, but when re-issued in 2002 reached the UK top 20.
4. Levis - Babylon Zoo - "Spaceman"
Levi ads have been long associated with music and launching careers. An early example is Babylon Zoo, after appearing in this Levi ad their track Spaceman went straight to the number spot in the UK. It stayed there for 5 weeks. The track also went to number 1 in 23 other countries and was at the time the fastest selling single for a UK debut artist (via Red Marketing).
In New Zealand the only example I've seen so far is the Cornetto "Big Softie" ad. I imagine we will start to see more Shazam logo appearing though. Also the app Pluk which also 'listens' to ads and provides users vouchers and discounts has reached 38,000 downloads in NZ so the integration of TV and smartphones looks about to explode here.
Have you tried Pluk or Shazam? Would you download an advertisement's song?