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More and more artists, bands and songwriters are interested in getting their music placed in a commercial, but unfortunately it’s not getting any easier. That’s because a wide array of gatekeepers stand in the way of any placement. A great article from Jordan Passman combined with the following infographic outlines just where the gatekeepers lie.
As you can see from the infographic, there are two ways to get your music placed in advertising – either through an agency or directly to the advertisers. Going through an ad agency means that there’s a wide variety of people within that company that must give approval first before the advertiser even gets to hear the song. These include the agency music producer, spot producer, maybe the art director, the creative directors of the brand team, and the agency account team. They may go through as many as 300 songs before choosing one to send off the client for approval.
The song must then make it’s way through the advertiser’s junior and senior client teams, the brand marketing team and then the chief marketing officer or even the CEO. If the commercial tests well from there, it goes on air. If not, it’s back to the drawing board.
If you can skip the agency, the number of gatekeepers can be decreased by half, but it may just bypass the lowest execs on the totem pole. Regardless of how the song makes it onto a commercial, there’s a lot of many to be made for the songwriter, but the journey to get their is still a long road.
Michael Carey started his career as a guitar player, but soon found his way into writing music for commercials. His credits there include Toyota, Ford, Sonic, Coke, Papa Johns, NASCAR, Exxon, and Outback Steakhouse among others, as well as on-air promo packages for CBS, NBC and TBS.
Michael missed album work though, as has since made his way back into songwriting, production and session work, and he’ll tell you about that journey in the interview of my latest podcast.
On the intro I’ll take a look at the biggest selling albums of all time in the US (Michael Jackson’s Thriller just went 33x platinum), and take an in-depth look at my 10 favorite compressors and why they made the list.
Many artists and bands will post a teaser video of their album before it’s released, or as a brief sampler afterwards. The problem is that there’s several schools of thought on how long the teaser should be.
One school has it that shortest is best, since YouTube attention span is around 8 seconds. The second school says that you should make it as long as necessary to get the point across, even up to several minutes long.
It turns out that neither may be right. According to a study done by Think With Google, good old fashioned 30 second ads performed far better than either 15 or 60 second ones when it came to people viewing it all the way through. This allowed the viewer to get more detail about the product without the dreaded viewer fatigue.
This contradicts what happens on television, where 15 second ads are up to 75% more effective (and cheaper) than their longer counterparts. No surprise since online advertising has proven to be substantially different because of its random access nature.
The bottom line is that 30 seconds is a sweet spot in that it’s neither too long nor too short, giving you enough time to get the point across while the viewer doesn’t feel like she has to sit through too much information.