The use of music in marketing is getting a boost as the possibilities of digital media combine with a growing desire to connect with consumers on a more emotional level.
"Communications planning is moving beyond the traditional goals of reach and frequency and embracing something much deeper -- engagement with people's real passions," says James Chadwick, MindShare's director of insights for Asia- Pacific. "And people get very passionate about their music, whether it was Beatlemania in the '60s, Jay Chou in China today or the inter-game ad tracks at the Hong Kong Sevens."
Technology has opened up a myriad of opportunities for marketers to reach consumers, with ringtones and sponsored downloads just scratching the surface. Meanwhile, the explosion of delivery platforms -- think skyrocketing mobile phone and MP3/MP4 player sales -- makes it possible for brands to reach consumers no matter where they go.
The success stories are plentiful: in India, Pepsi's Oye Bubbly is the chosen ringtone of millions. "Everywhere you go, you hear the ringtone -- the mall, the beach, the supermarket," said Anuja Chauhan, ECD at JWT India, which created the campaign. "This wouldn't have been possible using traditional media."
In China, teens 'Moto-mash' songs on Motorola's websites to create new combinations, bringing in an interactive element to the equation. Meanwhile, Absolut's flash email campaign is driving rock fans to Lenny Kravitz's new single, Breathe, available exclusively on its website.
"It's much easier to get brand-related music out there when there's no need for physical distribution," says John Shaw, regional planning director at Ogilvy & Mather Asia-Pacific. "Great music can spread fast through downloads, even if the artist's unknown."
As the potential for brand-related music to develop its own momentum becomes fully understood, Shaw expects to see more brand owners securing deals that will give them access to the best music, exclusively for their brands. "I think the potential for consumer adoption means that there will be an ever greater premium on the best music, " he says.
While licensing of pop songs is still the way to go, brands are increasingly working with artists to write lyrics for brand opportunities, a practice welcomed by Asia's artists as a more reliable way to profit than through fans who have few reservations about buying pirated CDs.
In a music video for Samsung's Anycall cellphone, Korean teen idol Lee Hyo Lee dances with her handset and sings "watch anybody, sing any rhythm, show any people, call any number", the emphasis on 'any' tying in with the brand name. Chinese pop idol Pu Shu endorsed Motorola as he sang the specially written Radio in my head, while Hong Kong-born David Tao did the same for Sprite and Rejoice. McDonald's, meanwhile roped in Taiwanese-American Wang Lee-Hom to give his own interpretation to its 'I'm lovin' it' slogan.
Brands also benefit from the image of the artist in this way. "There aren't many local brands that are considered cool, but China Mobile's M-Zone is one," notes Edward Bell, group planning director, OgilvyBeijing. "A big reason for this is the way that the communications built a brand personality around Jay Chou's street-style, hip hop type of music and stage performance.
"There is greater cooperation and co-planning between talent management, recording companies and commercial brands," he notes. "They are co-creating stars at a very early stage, even before the audience has heard of them."
In Vietnam, Kotex used the exploding interest in pop music to create girl band Xi Tin -- teen slang for cool -- for the launch of its teen variant S-Tyle. The brand now leads its segment as the choice of those aspiring to the 'confidence, fun and individuality' embodied by the band.
Brands have also turned to music reality programmes to create their stars. Participants in Sony TV's Fame Gurukul became household names around Asia as they competed in a singing competition.
Some 8.7 million viewers sent in SMS votes in the grand finale. In China, the Mengniu dairy sponsored Super Girl, closely followed by an astounding 400 million viewers, gained similar recognition for its participants.
As new trends take root, some of the older ad traditions are gradually losing ground. The jingle -- that often annoying but catchy mainstay of so many ads -- is used much less today as more sophisticated audiences shy away from anything that blatant. "The onus now is on making communications that feel less like advertising and more like genuine product experiences," says Bell.
The music used in advertising has itself morphed to fit faster lifestyles and the whole digital trend, says Harry Hui, president of Universal Music Southeast Asia, "as song bites get shorter, the catchy riffs get zippier, even the tracks get more electronic".
Brands are also using sonic logos to great effect -- Intel is probably the best example globally, and Britannia's four-note signature tune has become one of India's most recognisable sonic logos. But perhaps none have used the sonic logo to greater effect than mobile phone companies. "The start-up tune when you turn on your mobile phone has become one of the most recognisable tunes today," Hui points out.
But although the music itself is changing, the rules of music marketing are not. "Frequency is key to success. Audio needs more time and frequency to immerse in audience's brains. But once implanted, it is more contagious than visuals, and you can't get it off your mind," says Keith Ho, executive creative director at Grey Worldwide Hong Kong.
Challenges to getting it right also remain. "Music should match or support the tone of the ad and brand's personality," says Jamie Lord, MindShare's director, marketing and business development Asia Pacific. "If it is too dominant, or incongruent with images, music can also interfere with the communication of brand messages by distracting attention and preventing the story of the ad coming through."
And while well-known music can benefit a brand, it can also overshadow communications if too dominant; jingles on the other hand, can trivialise a brand. "One of the challenges is getting the balance right," Lord says.
Once achieved, however, music can be that elusive element advertisers constantly seek: 'memory glue'.
