The Soundtrack of Success: Episode 2 of 'Creative Notes' Explores Music's Influence in Ads
Music means so much to people but it's often treated like an afterthought in the advertising industry. But in this episode of Creative Notes: Conversations on Music,Creativity, and Advertising’, we've brought together some of the the most inspired and inspiring musical minds in the business for a chat that should get you reaching for your vinyls. It's the second episode of the podcast from Little Black Book (LBB), in partnership with Eclectic and Bark Soho’, hosted by Matt Cooper, CEO and founder of Little Black Book, alongside Simon Elms, founding partner of Eclectic & Bark Soho - and this time they're kicking things up a notch.
In this video episode - a first for the series, Matt sits down with esteemed guests Sir John Hegarty, co-founder of Creative Bartle Bogle Hegarty (BBH) and The Garage Entertainment; Carl Addy, multidisciplinary creative director and director; and Pat Murphy, founder and CEO of MurphyCobb Associates (MCA), who share the profound influence of music on their professional journeys and personal lives.
Tackling topics such as embracing ‘eclectic’ music tastes, the role of music as a strategic and nuanced creative tool, and the resurgence of the humble ‘jingle’ in modern advertising, the panellists uncover the diverse intersections of music with creativity and advertising, and note how kids growing up today don’t have something they can kick against. “My father hated rock and roll, and it was brilliant! It made me love it even more,’ reveals John. ‘But today, you’ve got grandfather's going ‘I love hip hop’, and these poor kids have got nothing. If your granddad likes hip hop, it's all over, isn't it?”
Renowned for the groundbreaking 1980’s Levi’s campaigns that pioneered the use of music in advertising, Sir John Hegarty goes on to emphasise the importance of aligning the rhythm of a track with the rhythm of the commercial, showcasing Nick Kamen’s ‘Heard It Through The Grapevine’ as a prominent example.
Pat Murphy and Carl Addy each discuss their own musical influences, from ‘Radio Luxembourg’ to skateboarding culture, and further explore how music can instantly alter the tone and impact of a commercial. “The power of music gets you to think about the thing before you know you've thought about the thing. You want to take someone somewhere and make them receptive to hear what's going to happen next. Music can do all of that in a millisecond,” remarks Carl.
Stay tuned for more episodes of the ‘Creative Notes’ series on Little Black Book. Listen to the first episode here.
