Is the music cupid talkin’ stupid?
Okay, before I go any further, it’s probably a good idea if I identify the music cupid. That would be me. I know…my header says I’m your one-man-branding-band. But today I’m also the music cupid, in order to draw out a point. And the point is…there are a lot of places (translate: websites where they’re either confused or smokin’ some of that stuff I smell as I drive around in the shadow of Pike’s Peak) uh…a lot of places where they say jingles are “dead” or outdated. Guess what? They’re wrong.
Some big brands out there have reached into their wayback machines and brought back their famous jingles. And some naysayers explain them away as mere nostalgia. Sure, they’re nostalgic…at least for those who were around when they were new…but there’s another reason why those companies are using their old jingles. They work!
Guess what?! Your friendly music cupid ain’t talkin’ stupid.
When people say jingles only work in places like radio and TV, they’re just not thinking it through. Online channels like YouTube and all the iTunes Podcast channels are radio and TV times almost infinity. The biggest difference between YouTube and TV is that basically anyone can put together a popular show to watch on YouTube. Not true, TV. That happens to be the biggest difference between podcasts and radio, too.
Other people like to talk about how annoying jingles can be. They call ’em earworms to make ’em sound just plain awful. But I could say the same thing about most any song I hear on the radio these days. Annoying. Formulaic. Same noise, different day. I could say all that. But I won’t. I’ll just mention, in passing, that’s part of what makes jingles so useful. You can’t forget ’em.
Maybe you’ve heard everybody is so, so, so busy these days. Who has time to listen to something as intrusive and annoying as a little earworm jingle? Well, I don’t know if your experience is like mine, but I see plenty of times when people aren’t just thumb clicking from page to page. I’ve seen them actually pause and watch and listen to stuff when it was fun, or interesting, or…dare I say it…catchy.
So…maybe the music cupid IS talkin’ stupid.
If that’s what you think, pay me no never mind. Go ahead and work on more important things like SEO, social media pictures, or whatever else the latest marketing agency says is “in”.
I’m gonna keep shooting my little music cupid quarter notes into the hearts of brands who are working to be remembered. I wanna see them married to a great audience who just can’t get their “annoying” messages out of their heads.
Your friendly digital marketing composer,