FRUKT on Music - All Comments

This is the Central Scrutinizer…

This is the Central Scrutinizer… — Tue, 20 Oct 2009 18:56:28 GMT

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re: Buy-ology - Part 1

Stephen Byrne — Wed, 26 Aug 2009 06:41:06 GMT

It's obvious from this interview that few people have actually read Lindstrom's Buyology. It is so full of holes (even his proofs for somatic markers are doubtful), is weak on methodology and lacks any real research rigour and I find interviews like this to be a combination of the fanciful and self serving. Read my review of this book at diffusionblog.blogspot.com/.../martin-lindstroms-buyology-why-every.html. Lindstrom seemed so concerned about my review that he's contacted me on more than one occasion to discuss my views.

re: Buy-ology - Part 1

gotnoteef — Tue, 25 Aug 2009 13:25:43 GMT

I absolutely agree with this - from sonic branding, such as the notes for Intel, or 28 28 20 for Endsleigh Insurance - through to crystal clear memories of 1988 and the first time I ever heard Sally Cinamon crackle through old speakers. Music has the ability to immediately take you to that point, that memory, that association.

re: UK Brand investment in music totals £89M in 2008

Maria Kivimaa — Wed, 22 Jul 2009 16:59:23 GMT

The big challenge for brands is also how to do this commercial collaboration tastefully. If you're working with indie bands/niche acts, they won't agree to be ripped off by mainstream brands. And, for many brands, indie music and a bit more obscure stuff is the way to go, In my opinion. Here's an excellent example of a stylish brand/band marriage, or a one-night stand: playparanoid.blogspot.com/.../jack-white-in-basement-and-on-your.html Dead Weather, dead cool, Nokia, big and beautiful. Everybody won. Nokia had the wisdom to stay in the background.

They amazed my mama with the flower » Blog Archive » What others have been saying about musicians uk

Wed, 22 Jul 2009 16:51:47 GMT

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re: Ad-funded music streaming heats up

views agent — Wed, 15 Jul 2009 13:43:17 GMT

These sites could develop a visual element. Not just music videos but perhaps re-edited tv material that could be put to the music and maybe have advertising also edited into it.....

re: Bebo & Samsung Get It On

Kevin Gordon — Wed, 17 Jun 2009 08:05:00 GMT

Hi jack,

Angle.

Interesting one. I asked my 17 year old daughter what she thought of the latest T-Mobile campaign. She just looked at me blank with that @!*? expression all teenagers do so well.

Ask her about Susan Boyle, and she knows everything about her.

One thing she should have been interested in, the other she should not, but she is. What that says to me is One local prime time hit on TV live is worth 20 million hits on social viral media worldwide.

The press probably do as much as they can not to support the social media that is slowly killing them, but they cannot ignore TV coverage.

Susan Boyle is going to become a classic advertising case history in the years to come. So much happened in such a short space of time thanks to TV.

My guess is Live TV is the way forward. Especially with the 'In the know' instant gigs list. The great thing about live TV is its in real time, and that's a way of guaranteeing an audience will all be there at the same time. Something powerful, that is dreadfully lacking in today's disparate media age.

Brands, music and ‘credibility’

FRUKT on Music — Tue, 12 May 2009 16:29:44 GMT

If we’re celebrating a boom era in the relationship between music and brands its worth recalling that

re: Know your rights

Audio Android — Wed, 06 May 2009 09:10:00 GMT

Thanks for an outstanding article Richard !

I don't think there can be anything to add to this other than to re-emphasize the importance of integrating the music/sonic side of the branding (both the creative vision & the legal, admin side) early on.

Actually - the call from music professionals to integrate how a brand *sounds earlier on in campaign planning, seems to be a call I've been hearing for many years ! I expect to go on hearing it for many more ! :D)

re: Spotify. Spotify. Spotify.

Kay Mc — Tue, 05 May 2009 10:32:02 GMT

I had a house party at the weekend and got bored with my iPod playlists so we put Spotify on, wired it up to the speakers and let my friends pick and choose their fav tunes - made for a brilliant party, very democratic and the quality of the streaming was sensational.

re: 97% brand directors believe that music strengthens their brand...

Audio Android — Sat, 02 May 2009 00:41:12 GMT

For some time I've been at a loss to understand why agency production talent & expertise is almost exclusively based around what is seen - as opposed to what is heard.

Why is it that agencies do not employ music producers internally ? Sounds crazy ! But is it ?

Having your team working across all aspects of the branding together from the outset ? Surely this makes more sense than the endless briefings to 2nd and 3rd parties, last minute music searches & 24 hour deadline commissions for freelance composers etc

Experts in visual media are NOT automatically experts in audio media, neither creatively nor technically. I've lost count of the amount of times I've seen this simple fact borne out.

Composing on a bespoke basis for an ad or a wider branding, can become a mucky business - especially if the layers of people behind a briefing - don't proficiently understand either the technical aspects of the media or in many cases, much of the creative aspects (and I have to say, are often unable to express themselves clearly - or even work out what it is they are trying to express in the first place)

When so much branding relies so heavily on audio content - why is this talent and expertise still so overlooked, and predominantly outsourced ?

Yes agencies do often tend to have their in house music licensing & research teams - but I actually don't understand why the larger agencies (at least) do not employ creative and technical audio talent as part of the team.

Working from the ground up, as part of the team - understanding the brand, brand message and creative direction in depth - rather than coming in at the 11th hour and being tossed a sketchy brief by a stressed team with a silly deadline ...

re: Spotify. Spotify. Spotify.

John Gallen — Fri, 01 May 2009 09:41:58 GMT

"Spotify, spotify, spotiy"....... I prefer MUZUtv, MUZUtv, MUZUtv

re: 97% brand directors believe that music strengthens their brand...

Ruth Simmons — Mon, 13 Apr 2009 11:27:11 GMT

About 5 years ago I was told in no uncertain terms by that great luminary John Bartle OBE "while your sound of the brand work is very interesting, if you can't measure it then it ain't any use to me". The recent Heartbeats International report has done a great job in highlighting the growing interest of the whole sound branding subject. It's true - Brands love music. They love its emotive qualities, they love its ability to manipulate and they love the way it brings people together. But as time goes on, as in every aspect of they marketing they will need figures; statistical evidence that paints a clear and scientifically proven picture of how the music is working for them. John was right then and he is right now. The ability to apply metrics which can measure the value of music to the brand and the ROI is a critical part of the creative process. It is an emerging science that is available now. There are some brands who are prepared to invest in this and are starting to get down and get dirty. They are discovering that understanding the sound of the brand cannot be a last minute, throw-away decision based on a 'cool tune' or an exciting sponsorship opportunity,but is a carefully thought out process where the value music is bringing to a brand can be measured and not just thought of as a creative cost or fabulous media return, but a way to increase longterm profit from a customer

re: 97% brand directors believe that music strengthens their brand...

Dylan Satow - The Peoples Music Awards — Sat, 11 Apr 2009 10:24:02 GMT

Hi Jack,

That was a very interesting little article and I wondered if you might have some advice for me and my company on how i might procure sponsorship for an unsigned global music awards I run called The Peoples Music Awards.

For more info about us please visit our website: www.thepeoplesmusicawards.com

Kind regards, Dylan Satow (Managing Director)

re: 97% brand directors believe that music strengthens their brand...

Kevin Gordon — Thu, 09 Apr 2009 17:51:53 GMT

Hi Jack,

Absolutely on the money. What are: The Beatles, Rolling Stones, Nat King Cole, Amy Winehouse, The Smiths, Beethoven, etc. if they are not all simply different brands of music?

Music resonates through the body.

It makes you feel differently.

It can change your mood

(which is why so many people listen to it on the train to work)

I am sure somewhere there is psychological evidence to prove you right.

However, the common sense is greater.

Music

Alcohol

Food

People

Clothes

All change the way we feel.