82 !!Chapter 5
nique establishes a musical thread throughout the campaign. Sometimes
agencies ask for logos to be sung. (This subject is discussed in chapter 7.)
Featuring a solo instrument (traditional or ethnic) can sometimes
bring an immediate identity to a commercial.Before using this technique,
discuss it with the creatives; play a recorded sample of the instrument
before writing. This is a specific concept and must be approved.
An example of a unique, identifiable sound is the synthesized sound
used for the theme of the television programThe X-Files. The composer
experimented extensively before choosing that sound. The theme has a
unique and memorable quality. The use of unusual instruments, such as
panpipes and ethnic instruments, also helps to achieve unique sounds.
When the story of a commercial requires a change in the musical
mood, it is sometimes effective to change the music before a new scene
appears.The audience will subliminally anticipate a mood change. Let us
assume that the beginning of a film shows a new car sitting in traffic with
horns honking, drivers with road rage, and pedestrians crossing the street
in front of cars. The car then reaches the open highway, and a feeling of
freedom occurs. If the music evokes the confusion at the beginning and
the mood shifts to a feeling of freedom, one technique is to start the change
of music one or two beats before the change of scene. This method is com-
monly used in film music.
A suitable piece of music with no hits may be the correct choice.The
musical mood can be sufficient to create the correct emotional response
to the film. Composers can write without restrictions. This is a common
technique in writing film music.
Music Demos
Many agencies hire several individual composers or music houses (com-
prised of multiple composers) to submit demos for a commercial or a com-
mercial campaign. The success of the demos determines who gets the
assignment. Try to submit three pieces of music:
- Write what the creatives ask for.
- Write whatyouwant to write (assuming you have a different con-
ception than the creatives). - Write additional music that is in a different musical direction than
the previous compositions.
There are several reasons for submitting a minimum of three demos:
- The agency will request several demos.
- A composer has a better opportunity to satisfy the creatives by sub-