An increasing number of up-and-coming and established artists are writing original music for brands and advertisers. Though still suffering from more of a credibility stigma than composing for films, writing for brands is becoming an important income stream and an alternative approach to song creation.
2. Panelists
Michael Frick, Executive Producer/Partner, Mophonics
Amos Newman, Head of Music for Visual Media,William
Morris Endeavor
Gabe McDonough, Music Director, Leo Burnett Advertising
Michael Fitzpatrick, Singer/Songwriter, Fitz and The
Tantrums
Stephan Altman, Executive Creative Director/Partner,
Mophonics
3. The Riff
An increasing number of up-and-coming and established
artists are writing original music for brands and
advertisers.
Though still suffering from more of a credibility stigma
than composing for films, writing for brands is becoming
an important income stream and an alternative approach
to song creation.
4. Is writing for brands beneficial for artists and
songwriters?
Advantages?
Disadvantages?
Why commission a custom track vs licensing from existing record?
How much is about the music vs the artist’s sound/voice?
Where do endorsements begin and end?
Who benefits from an artist’s custom song for a brand?
What rights issues might an artist face in creating a custom song for
a brand?
5. Webster’s Definition
JINGLE noun
1 a : a light clinking or tinkling sound
b : a catchy repetition of sounds in a poem or verse
2 a : something that jingles
b : **a short verse or song marked by catchy
repetition**
6. Entertainment meets Salesmanship
1880—1920 Department stores hire circus clowns and acrobats; movie
theaters project slides advertising local businesses; vaudeville theater
curtains carry painted ads; utility companies sponsor cooking
demonstrations with a cast of orchestra, singers and skit players;
1891 Throughout the nineteenth century, advertisers tended to break out
into rhyme when writing copy, partly in jest and partly because rhymes
made brand names easier to remember.
1914 ASCAP is founded to issue licenses and collect royalties
1920 Frank Conrad, a Westinghouse employee, airs recorded music from
a transmitter in his Pittsburgh garage. His employer notices that these
broadcasts increase radio equipment sales, moves Conrad’s transmitter
to its factory roof, applies for a government license, and starts pioneer
radio station KDKA.
7. Origin of the Jingle
1900s
The runner up for the title of first jingle, is one from/by Oldsmobile that
technically didn't begin as a jingle. The song, written by Gus Edwards
and Vincent Bryan in 1905 was called "In My Merry Oldsmobile"
became a popular anthem of emerging car culture.
A few years later in 1908 Oldsmobile caught wind of the song's
popularity and bought it off off Edwards and Bryan. In the absence of
radio Oldsmobile had their employees sing the song and teach it to
consumers.
It was in the mid-1920's and the advent of radio that Oldsmobile would
premier the song as their radio jingle.
8. First Radio Jingle
1926
The first radio jingle: General Mills' "Wheaties" was
the world’s first singing commercial. "Have You Tried
Wheaties?”
General Mills says the Wheaties Quartet first sang
this jingle on Christmas Eve (Dec. 25), 1926 on the
WCCO radio station in Minneapolis…
9. Jingles Peak
1950s
The art of the jingle reached its peak around the economic
boom of the 1950s. The jingle was used in the advertising
of branded products such as breakfast cereals, candy,
snacks, soda pop, tobacco, and beer.
Various franchises and products aimed at the consumers'
self-image, such as automobiles, personal hygiene
products (including deodorants, mouthwash, shampoo,
and toothpaste), and household cleaning products,
especially detergent, also used jingles.
10. Catchiest Jingle of all time ?
Often referred to as the catchiest jingle of all time is
Coke‘s "I'd like to teach the world to sing” performed
by the New Seekers.
But which came first, the Coke jingle or the hit song
recorded by the New Seekers?
The original is the Coke jingle, recorded in 1971 and
only later re-cut clean of Coke references and
reengineered for pop release.