Publish at June 11 2025 Updated June 11 2025
Advertising knows how to captivate the mind of the beholder. Whether it's the visuals or the sound, nothing is left to chance, and the avowed aim is of course to induce purchase or, at the very least, brand loyalty. But how is this type of music composed? A freelance musician has decided to show how he put together two tracks for an unnamed brand of sporty, chic body products.
As he explains at the start of the video, these invitations to tender often come with descriptions of what clients are looking for, examples of existing music and the like to help them in their composition. However, it's often people with little knowledge of the art of music who make these requests, forcing musicians to fully understand what the agency and the client are asking for. Then it's a matter of getting into the software and thinking about bass, rhythm, vocals and something that in about 15 or 30 seconds will be just right.
In this video, the musician shows two examples of the different layers and how he put them together to create a coherent whole. The results are very attractive. And yet, although the agency was happy with the results, he wasn't selected, since these calls often involve several musicians. Of course, those chosen are paid for their time, but the rate is much more attractive when they are selected. Which just goes to show how competitive the advertising music business can be.
Running time: 14 minutes
Image: Vidmir Raic from Pixabay
You might also like:
Music: a false universal language?
Music is a common feature of all human cultures. We all like to listen to tunes and, sometimes, wiggle to them. So much so that some claim that music is a universal language. But is it really? While some studies try to prove it, others slow down the ardor by reminding us that there really is no such thing as musical universality.
Intensive tutoring to catch up
With the covid pandemic, many students around the world, including in the United States, have fallen behind in schooling. The American school system has therefore decided to invest in intensive tutoring. A strategy that seems to be effective, under certain conditions.
What if the way autistic and Aspergers people inhabit the world prefigured the way tomorrow's digital humanity will learn and live in society?
Knowledge management - Evidence in education - Linking research and policy
The report analyzes the issues facing policy-makers, researchers and stakeholders - teachers, media, parents - in using evidence in the most effective way.
The gamification of lectures is emerging as a promising avenue for meeting the challenges of engagement and interactivity in higher education. Quizzes, escape games, role-playing games... These devices shake up the teacher's posture and open up innovative pedagogical perspectives. But their widespread use requires the removal of cultural and organizational obstacles, and rigorous evaluation of their effects. A stimulating challenge for reinventing university teaching methods.
