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
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