Jingle Writing !! 153analyze the structure and arrangements of songs closest to the style of
music the creatives want.
Jingle writers are traditionally not arrangers. They generally specialize
in jingle writing, which is highly competitive and lucrative. Jingle writers
work closely with arrangers, just as film composers often work closely
with orchestrators.
Check the key with the singer(s) before writing an arrangement.The
wrong key can create serious problems at a recording session. If the key is
out of the vocalists’ ranges or they have to strain their vocal chords, the
jingle will fail.
The key also affects the harmonic structure of an arrangement. For
example, if the key is changed after the arrangement has been completed,
the woodwind or string orchestration might require inversions because
the harmonies might be too high or too low for the instruments in the orig-
inal orchestration.
To avoid this problem, before writing an arrangement, make certain
that the agency has approved the choice of the lead singer; audition the
lead singer (either in person or on the telephone), and choose the most
comfortable key. If the track requires improvisation, do not make the key
too high or too low because the singer will have limited room to impro-
vise.
All singers have a break in their voices. It usually occurs between their
chest or middle vocal range and their head voice (their high range). If the
key is not correct, the melody could lie where the voice breaks. This prob-
lem must be avoided. Most singers with technical training will not have a
noticeable break in their voices. Ask the singers if the key affects this
potential problem.
If the jingle requires a solo singer, submit several demo tapes. The
creatives will generally select the voice they feel is appropriate for the
commercial.Most creatives are particular about the choice of singer(s); this
becomes personal preference. Three qualified singers might be submitted
for the job, but only one may appeal to the creatives and to the client.
In rare instances, an agency will request that more than one lead singer
record the final music track. This usually occurs for several reasons:
- The creatives want to choose the finalist after hearing several com-
plete vocals. - They might want to broadcast the commercial with two or more lead
singers; this creates variety. - The creatives might want a female lead and also a male lead. (If this
occurs, the arrangement will almost certainly have to be copied in
two different keys. Be aware of the potential orchestral inversion
problems previously discussed.) - The creatives might want to experiment by recording a duet—two