The Future of Music in Advertising & Media

There isn’t a singular way to excel within the world of media–it’s a vast, ever-changing landscape where modern technology heavily influences campaigns and successful marketing outreach. What does this mean for agency creatives and musicians? And how does this affect the creation and application of music?

Our panel of creative agency insiders, artists, and music licensing experts will help us navigate through the over-saturated world of media, while discussing music’s role in emerging and trending channels on the horizon.

Rob Dennler – Marmoset:
Dennler is the Senior Creative Director at Marmoset, where he works closely with our Original Music Team to create customized songs for filmmakers and creatives. His vast knowledge and appreciation for all genres, led him to work with artists like Built to Spill, A Fine Frenzy, fun. and Sheryl Crow. When not at Marmoset, you can find Rob developing artists for indie label, Hey Amigo! Recording Co., which he co-owns with Marmoset’s Eric Nordby.

Katy Davidson – Dear Nora:
Davidson has been composing, recording, and performing for nearly twenty years. Their music represents a spectrum of styles encompassing classic rock, experimental music, ethereal pop, new age, punk, and R&B. Davidson writes lyrics with layered meanings that contemplate the vast realms and intersections of wilderness, humanity, morality, technology, late capitalism, and love.

Jocelyn Brown – Leo Burnett:
Brown currently works as the Senior Music Producer for Leo Burnett, and is a music supervisor, producer, DJ, musician, writer and conduit. She has worked for independent record labels, music production houses and advertising agencies, and has recently contributed written and compiled works for Impose and Rookie, and serves as a licensing consultant for International Anthem Recording Company. Outside of agency life, she is also working as one of two music supervisors on the unscripted series America to Me.

Joe Quatrone – Mitchell+Palmer:
Dad, drummer, writer, film buff, typophile, and U2 aficionado, Joe believes the best ideas come with time and tenacity. Quatrone has been in advertising since Tommy Lee’s upside down drum-cage concussion mishap in New Haven, Connecticut. His work has been recognized by Communication Arts, AdWeek, Print Magazine, D&AD, Luerzers Archive, and garnered national gold Addys and 8 Best of Show Addy/Rockie Awards.

Guest Post: A Little Market Research Goes a Long Way

The following is a guest post from Dan Bobinski, CEO and Director of The Center for Workplace Excellence.  It was originally published on their site, and reused here with permission.  Dan took me up on the offer when I posed the question Have You Got Something to Say? The offer still stands, if others feel like contributing as well.

When was the last time you conducted market research? I mean REALLY analyzed who buys your products and how much they spend? The information you get from such an exercise is invaluable, yet far too many business owners and sales professionals neglect this activity, because it’s not “urgent.”

This past Friday I spoke to a group of restaurant and vending machine owners about re-inventing themselves in the new economy. Out of the 12 tips that I gave them, the very first one was to create a spreadsheet to identify what products were selling the most, when were they selling well, and who was buying them. You can analyze a lot more than that, but those are the basics.

Many people perceive the process as an academic exercise, and if they just sift through the info, that’s about right. To get the valuable golden nuggets, you have to dig deep into the info, ask a lot of who/what/when/why/how questions, and look for trends. You also have to consider what trends are happening in the market, as well as where your biggest profits are.

I’ve done this with my own business several times and each time the knowledge I gained was more valuable than I could have imagined.

No, it’s not urgent, but it’s SO important. The time you invest will pay itself back many times over.

Have you done this lately? If not, why not do it soon? Everything is changing, and complacency is death to any business. The common saying is that a little market research goes a long way. If that’s too cliché for you, think of it in practical terms: A few adjustments in the right places can make a huge impact on your income.