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<atom:link href="http://adage.com/article/guest-columnists/remembering-heydey-original-ad-music/239838/#comments" rel="self" type="application/rss+xml" /><title><![CDATA[Comments on: It Wouldn't Hurt Brands to Put a Little Sell in Their Songs]]></title>
<link>http://adage.com/article/guest-columnists/remembering-heydey-original-ad-music/239838/#comments</link>
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<ttl>120</ttl>
<description><![CDATA[When we used songs that were written not only for a brand, but about a brand, music put the advertiser's name in the minds and on the lips of consumers.]]></description>
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<link>http://adage.com/article/guest-columnists/remembering-heydey-original-ad-music/239838/#comments-108553</link>
<description><![CDATA[And given what you have tried to do, Mr Reinhard has years of accomplishment in the big time vs this response. Hardly a water colored memories thing www.linkedin.com/in/maryellenbernard. Sell it ME, as you can.]]></description>
<pubDate>Sat, 02 Mar 2013 02:42 EST</pubDate>
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<link>http://adage.com/article/guest-columnists/remembering-heydey-original-ad-music/239838/#comments-108552</link>
<description><![CDATA[From a marketing pov, Mr Reinhard is correct. As a boomer ad guy-I know both the familiar pop stuff and the memorable ad music. Fact is, current CD&#039;s hardly remember the brand specific tunes and jingles. If you are bound and determined to &quot;be current,&quot; is because you don&#039;t know how to determine what &quot;current&quot; should be. And haven&#039;t the capability to define it. Far easier to borrow it than make it, cowards. KR is absolutely correct.]]></description>
<pubDate>Sat, 02 Mar 2013 02:31 EST</pubDate>
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<link>http://adage.com/article/guest-columnists/remembering-heydey-original-ad-music/239838/#comments-108394</link>
<description><![CDATA[Oh, go ahead, Mr. Reinhard. Wallow in &quot;misty water-colored memories&quot; because those spots you mentioned? They absolutely DON&#039;T write &#039;em like that anymore!

In 2000 there was a six-month Screen Actors Guild strike on commercial advertising work, which also affected composers who usually worked under SAG contracts singing on the spots they created. As I remember, this was the point when advertising started turning to existing music. The move made sense to advertisers. They were wooing the now adult baby-boomers with the music of their youth. 

My husband and business partner wrote and produced countless pieces of original music for ads prior to this change. But when he and I started our music production company around that time we barely went after advertising work because there was essentially none to be had.

Now, specializing in corporate events, videos, and internet spots, we find that clients often believe a familiar song will have more of an impact. What client wouldn&#039;t want their brand associated with a song by a known artist? It&#039;s fame by association.

And, yes, impatience and preference for a sure thing vs. something original absolutely play a part - as well as budget.
Music by known artists isn&#039;t always affordable. But lucky for advertisers, there&#039;s now a lot of music out there ready-made, accessible and inexpensive: music libraries, young bands ... Who needs a specially crafted piece?

Or is it that, in an age where we&#039;re all just a little too cool for school, maybe no one thinks we could find a way to make an original product jingle seem hip? Possibly. But I&#039;d like to think some of us could handle it.]]></description>
<pubDate>Fri, 22 Feb 2013 22:46 EST</pubDate>
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