150 !!Chapter 7
in a lyric. Many copywriters literally just write a ‘‘list’’ with a minimum
of lyrical cohesiveness. They try to incorporate too many ideas, not realiz-
ing that the lyric must fit a tempo and predetermined length.
The best approach for composers is to discuss the lyrical problems
with a copywriter prior to writing the melody. Writers generally revise
their lyrics after hearing a logical and musical explanation of why the lyr-
ics need editing. Problems occur when clients insist that all the submitted
copy points are included in one lyric. Sometimes, to fit the time restric-
tions, the tempo becomes so fast that it is impossible for the audience to
understand the words. Plead with the creatives to make further revisions;
sometimes adjectives or nouns can be removed without affecting the con-
tent of the lyric.
During a recording session, the clarity of the lyrics is paramount. If the
lyrics are not understood, a rerecord is inevitable (at the expense of the
music company). Hire singers who specialize in singing jingles. They
understand the importance of diction, and they work quickly.
Lyrics Written by Music House Lyricists
When music companies are asked to write lyrics, it is usually by a small
agency in a local market. It is rare for a large agency to request lyrics from
an outside source. (The agency copywriters normally write lyrics.)
If the assignment includes writing lyrics, hire a lyricist with advertis-
ing experience. There are freelance writers who write lyrics for commer-
cials. They understand advertising music and know how to analyze an
assignment. Stay in close contact with the agency creatives while the lyrics
are being written. The lyrics are the ‘‘key to success.’’ If a client does not
approve the lyrics, the agency will hire another music house. Lyrics are
always approved by the agency prior to recording a demo.
Because the main ingredient in most lyrics or advertising campaigns is
a ‘‘hook line,’’ a lyricist must become familiar with the advertising strategy
of the product and write a line that will satisfy both the agency and the
client. Since the lyric is a crucial part of the strategy, it is best when the
agency writer provides the hook line and a lyricist writes the lyric incorpo-
rating the hook line. Most agency writers agree to let the music company’s
lyricist rewrite or write the lyric and make it ‘‘musical.’’ It is rare that egos
interrupt the creation of high-quality advertising.
Demos
The process of developing jingles and submitting them to agencies and
their clients is the same as submitting underscore demos. As a general
rule, try to submit three pieces of music: