The Power of Bespoke Music
The Impact of Bespoke Music in Advertising: How Production Music Libraries Drive Iconic Campaigns
In today’s competitive advertising landscape, the right advertising music can be the difference between a memorable campaign and one that fades into obscurity. While many ads feature licensed commercial tracks, often resorting to alternative arrangements of much love classics, bespoke music compositions created specifically for an advertisement offer unique advantages that can elevate a brand’s message and resonate deeply with audiences. For music libraries, understanding the impact of bespoke music in advertising is crucial, as it opens up opportunities to provide tailored compositions that can become synonymous with a brand. This blog explores the power of bespoke music in ads and highlights iconic campaigns that have become legendary in the advertising world.
What is Bespoke Music in Advertising?
Bespoke music refers to original compositions specifically crafted for a brand’s advertisement campaign. Unlike licensed music, which comes with pre-existing associations, bespoke tracks are designed to perfectly align with the brand’s identity, the ad’s narrative, and the target audience’s emotions. For music libraries, offering bespoke music services can be a useful value-add, for some it has become a main focus, allowing brands to create a unique soundbranding that differentiates them from competitors.
The Unique Appeal of Bespoke Music for Brands
Bespoke music provides an unmatched level of customisation. It enables brands to craft a distinct auditory experience and sonic branding that enhances their visual storytelling. For music libraries, this means offering a service that goes beyond merely supplying albums and tracks—it's about creating a soundscape that embodies the brand's essence.
The right bespoke composition can make a campaign unforgettable, ensuring that the music and the brand are inextricably linked in the minds of consumers. In a crowded media environment, where consumers are exposed to countless messages daily, having a unique and memorable soundtrack is a powerful tool for brand recognition and recall.
Iconic Examples of Bespoke Music in Advertising
1. "I'd Like to Buy the World a Coke" – Coca-Cola (1971)
Composer/Songwriters Bill Backer, Billy Davis, Roger Cook, Roger Greenaway
One of the earliest and most successful examples of custom ad music, Coca-Cola’s "Hilltop" ad featured the jingle "I'd Like to Buy the World a Coke," composed specifically for the campaign. This track resonated so deeply with audiences that it was later re-recorded and performed by The New Seekers as "I'd Like to Teach the World to Sing," becoming a global hit.
2. The Intel Inside" Jingle – Intel (1994)
Composer Walter Werzowo
The "Intel Inside" jingle, named the Intel Spiral became known as the Intel Bong, was composed by Walter Werzowa, it is one of the most recognizable sounds in technology advertising. Its simplicity and effectiveness in branding highlight the power of a well-crafted bespoke composition. The first tone is an audio “sparkle” of more than 20 sounds, including a tambourine, an anvil, an electric spark and a hammer on pipe. The four notes that follow are a mix of xylophone, marimba, bells and other sounds. D flat, G flat, D flat and A flat.
3. "This Is Not Just Food" – Marks & Spencer (2004)
Composers Antony Glenn and Martin Slattery
Marks & Spencer’s "This Is Not Just Food" campaign used a bespoke instrumental track that became synonymous with luxury and quality. Composed by Antony Genn and Martin Slattery, the music played a crucial role in redefining M&S’s brand image. More recently these guys have composed for immensely successful projects including Peaky Blinders (currently on Netflix)
4. “The Power of Dreams" – Honda (2005)
Conducted by Steve Sidwell
Golden Lion award winning ad. Honda’s "Choir" ad featured a vocal ensemble (Hollywood Film Chorale Sound Effects Choir) mimicking the sounds of a Honda Civic. The ad’s creativity and the bespoke music’s integration with the brand’s engineering precision made it a standout.
5. “Weave Your Magic” – Lurpak (2013)
Composed by Alex Baranowski
The campaign won Gold for Effectiveness at Cannes, and Millward Brown subsequently awarded Lurpak ‘iconic brand status’ in the UK and Denmark. The brand is now benchmarked against the likes of Coca-Cola and Apple as one of the world’s leading brands
Why Bespoke Music Services are Essential for Music Libraries
For music libraries, offering bespoke music services can open up new revenue streams and certainly strengthens client relationships. Brands are increasingly looking for unique ways to connect with consumers, and bespoke music provides a tailored solution that can set them apart from competitors. By providing custom compositions, music libraries can position themselves as integral partners in the creative process, helping brands build stronger, more memorable identities.
The Cultural Impact of Bespoke Music in Advertising
Bespoke music not only enhances an ad but can also become a part of cultural history. When a composition is perfectly aligned with a brand’s message, it can evoke powerful emotions and memories, creating a lasting association between the advertising music and the brand. For production music libraries, creating these kinds of compositions means contributing to something much bigger than a single campaign, something that continues to have meaning long beyond the life of the run.
For example, Coca-Cola’s "Hilltop" jingle became an anthem of unity in the 1970s, while Intel’s jingle is synonymous with technological innovation. These examples demonstrate how bespoke music can go beyond advertising to become part of the cultural fabric, something that music catalogues can play a crucial role in creating.
The Future of Bespoke Music in Advertising
As brands continue to seek innovative ways to connect with their audiences, the demand for bespoke music in advertising is likely to grow. For any music library, this presents an opportunity to expand their offering and establish themselves influencers in the industry. With advancements in technology and a deeper understanding of the psychology of sound, music libraries can provide even more sophisticated and impactful compositions, ensuring their clients’ campaigns are not just heard, but remembered.
Conclusion: The Value of Bespoke Music in Advertising
Bespoke music is a powerful tool for creating iconic advertising campaigns. For music libraries, offering bespoke composition services allows them to play a pivotal role in the success of these campaigns, helping brands build strong, memorable identities. As the advertising landscape continues to evolve, the ability to provide unique, tailored music solutions will be a key differentiator for music libraries and agencies looking cement their market position.
By embracing the power of bespoke music, music libraries and brands together can ensure they are not just part of the conversation but at the forefront of creative innovation in advertising.
560 Music has built and maintains a strong international network of highly talented composers, providing rapid turnaround of bespoke music compositions for brands, whilst maintaining the utmost quality and a very competitive fee structure. To discover more about our capabilities and discuss your forthcoming projects Contact us today!