The Business of Commercials!! 217A creative rep asks the music house to assemble a distinctive music reel
that contains music that will, it is hoped, appeal to the agency for an
impending job. If the agency producer likes the reel, he or she may use
some of the music on a temp (temporary) track when editing the commer-
cial. Since most music is not available to be licensed, if the producer feels
a particular piece would suit the commercial, he or she may ask the music
house to write an original composition in the same style. The job might be
awarded to the music house.
Reps often negotiate fees and calculate budgets. Their job description
varies between companies. It is advisable that reps attend recording ses-
sions to ‘‘hand-hold’’ the agency creatives and to be the intermediary
between the agency and the music company. Sessions can become unruly
when there are too many chefs in the kitchen. One person from the music
company should be the liaison to the agency creatives (clients). Some of
the larger agencies employ staff music producers who produce the ses-
sions. The agency music producer communicates directly with the agency
creatives.
Flyers and Newsletters
Some music companies distribute flyers and newsletters (generally
through e-mail) informing agencies (and other potential clients) of their
current activities. Continually update the company’s website by adding
the most recent television and radio commercials so that they can be seen
and heard. Keep the company’s image contemporary. The advertising
business primarily mimics popular culture, and popular culture keeps
morphing.
Marketing ideas are merely aids to draw attention to a music company.
Musical excellence secures assignments. The best marketing aid is to have
diverse video and audio reels that display inventive and exceptional work.
It is also important to complete projects on schedule and to conduct busi-
ness transactions in a professional manner. Advertising music is a business
and must be conducted as such to retain clients.
Advertising
Some music companies purchase ads in trade magazines. Most often the
ads focus on their latest commercials while projecting their company
image. Some companies specialize in certain musical styles, while others
retain a staff of composers and jingle writers; this projects an image of a
full-service music house. The company should focus on its strengths.
Ironically (according to music company representatives to whom I
have spoken), purchasing advertisements for music houses (in trade maga-
zines) has not generally been effective. The consensus from the music com-