Understanding what pushes the consumer to buy
It has been stated that the average home in America has three television sets. Studies also show that the average household member spends a total of three hours a day watching television. This does not include all the Youtube videos and such that are constantly streamed on mobile devices such as iphones and tablets. Such a viewing audience has not been ignored by the music industry or the commercial industry. The commercials that are presented these days follow with the current majority trends in music. Currently, pop music is dominant in its followers. Therefore, one can see that there is a great increase in the pop music in commercials.
Pop music and art merge
When looking at the commercials today one will see that there is more and more the commercials are influenced by the music. From montages that change with the beat of the music to videos of individuals listening to music it is clear that there has been a merger between the pop music in commercials and the art within commercials. Where it has not been a new idea to have sound within a commercial, the dominance of the music over the material has recently taken form as the primary form of presenting commercials. For example, one needs only to look at the latest phone commercials. Version wireless and apple particularly use the method of cutting the video to match with the pop music. Sneaker companies are adding pop music and showing the person walking in beat to the music.
Pop music in radio commercials
Because most people (if they are anything like me) flip the station when a commercial comes on, the commercial industry has made it a point to have commercials sound like musical tracts. Where there is information presented, the tone has gone from the traditional formal presentation to one that is more pop culture based. The idea behind such a marketing move it that if the song is stuck in your head then the product will be stuck within one’s head as well and therefore sell the product. What is a little bit disturbing is that some older pop music which has had expired copyrights are being bought up and used for commercial purposes. Where it is great that these classic tracks are being heard by a newer audience, there is the debate of ownership and such which is to be considered. Many radio stations use such music because it is stock music and can be acquired at little cost. This is not to say that new pop music is not wanted. On the contrary, commercials are driven by the latest trends. Therefore, if you can present a track that is fresh and with the current music trends there is a strong possibility that your track could be used.
What does this mean for the composer?
Composers and artists alike should see this as an ample opportunity to embark on a new avenue in his or her career. Film, television, and advertisement provide great opportunities in which one can present his or her music to be heard by a massive amount of individuals. Think of your most popular commercial. Do you like it because it is so athletically pleasing or do you like it because of the music? Odds are it is the sound track that sticks within your mind. Therefore, as a composer you should think about the market and the potential audience base. If one can compose for commercials then your music will be heard multiple times. More exposure means that you have more chances to becoming a composer that is sought after. Where there may be some that have greatness thrust upon them, most composers and musician alike have to start at some base point and work to that status. It may be more lucrative to present one’s skills to the commercial market than to the barhop audience.
Pop art in commercials is not a sell out to the industry as one may conclude. It is actually an expansion of the culture. If the commercials only had the pop music as the background music or as a secondary function to the commercial there may be a point. Yet, one can see that because pop art has the forefront when it comes to its use within the commercial world, that the music has not been desecrated or demeaned to suit a materialistic world. I know that many composers want to ensure that the music is made for the art and not the dollar. However, keep in mind that one has to fund the music somehow, get heard by somebody, and market oneself. Why not look into putting your pop music in commercials and expand upon a market that is ever growing?