Sharpen your pencils, music makers: Composing original jingles is back!
“Years ago it was selling out — now we call it selling in,” Mr. [Mike] Boris said.
Er, wait a sec, a big part of this is not actually composing jingles in the traditional sense. This Advertising Age report reads like the trend falls more along the lines of people writing pop songs that can be licensed cheaper and with less cultural baggage than a U2 tune to sell a product, and just maybe the artist can ride that freight train to popularity at the same time. It’s…a strategy.
In fact, music was the only production category that saw an increase in budget last year, according to a 2010 study from the 4A’s; the Association of Music Producers (AMP) reported 78% of its members’ income came from original music vs. 22% from licensed music and arrangements in a spring 2010 survey.
“It seems like the cycle is ebbing slightly, and it may be less popular to align yourself with a major superstar,” said Elizabeth Myers, president of AMP and co-founder of Trivers Myers Music. She suggests it could be a reflection of the economic mood — original music feels more simple and real. And, she said, “in America, the clients like to own that identity that comes with original music.”
Just don’t tell Neil…