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.

ABOUT OUR PANELISTS:
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.

We Don’t Need Better Creative

Yes, you read that right.  We don’t need better creative.  We’ve got enough good creative.

What we need is better work…

Let’s face it — in varying degrees (and the peanut gallery can argue about this all day long), everyone does good creative.  And yes, some even do great creative.  But the fact remains that good creative alone will not solve a client’s problems or meet their needs.

When was the last time a client came to you and said “I want an ad, a website, a brochure, a [fill in the blank]” without an accompanying “because…”?  Client’s don’t want or need marketing and advertising just to have — just to sit back and admire.  They want and need it to meet specific needs, address business challenges or solve problems.  Creative alone (usually) does not solve those problems.

Creative, combined with a smart strategy?  Now we’re getting somewhere.

A solid understanding of your customer? Your target audience?  Well defined goals and objectives?  These things are not optional.  They’re the roadmap that guides everything.  They’re what allows good creative (and yes, even great creative) to become effective creative.  The work that moves the needle.  The right combination of message and medium.  Copy that’s written for a specific purpose to a specific audience, not simply because it might be witty or clever.

Good creative doesn’t make up for bad placement.  A killer creative idea is only that if there’s a purpose to it — something that generates that spark in the client’s mind, and more importantly — in their customer’s mind.  That’s when the real magic happens.

Yes, this could go on and on and on.  But the fact remains — we don’t need better creative.  We shouldn’t try to force an idea or a concept.  We need better planning and strategy.  That’s what gives guidance.  It gives the creative a purpose.  That’s what creates action beyond an ad, a website, a concept or idea.

That’s what makes for better work.  That’s what moves the needle.

And that’s my challenge to you.  What can you do to move the needle?