Monday, December 5, 2011
I think that association comes into play here, by connecting the song with an advertisement or an advertisement with the song; whenever they see or hear either of them the other one will be associated with it. The advertising industry is also facing a very competitive time, where money is very tight. They have to come up with good advertisements for the product they are working with so that it sticks out from other advertisements. One way to do this is to connect your advertisement with a popular song and artist. The most important issue for both of these media industries is adapting to the technological shifts of the 21st century.
The Gateway Film Center in Columbus shows AMC's The Walking Dead on their big screen for a commercial mandate. The three party system of the producer, the advertiser, and the consumer each offer something to another. The producers and the advertisers are giving the content to the consumer for their attentive "eyeballs." The content on the screen is already paid for by the advertiser and by putting it in the movie theater, the advertisers are guaranteed each person watching The Walking Dead to sit through every commercial because they can't change the channel. Even though it won't be recorded by the Nielsen Company, chances are it wasn't going to be recorded by them anyway, since the Nielsen survey size is actually quite small anyway.
Our constantly evolving media driven society is now implementing popular songs into mainstream TV commercials. As we have discusses in class, this is just another example of how different forms of media and technology are overlapping and becoming a part of one another. This not only benefits the product that is being advertised but also the artist featured in the advertisement. The ads become personal and memorable for the audience and therefore they are more prone to remember the song in correlation to the product it is representing. A few examples of popular songs in ads are:
These are ads that I personally have seen, remembered, and wondered: “What is the name of the song from that commercial?” This is exactly the point of this strategy. As a consumer I remembered the product featured in the commercial and downloaded the song featured in the commercial. This is an example of a commercial mandate. The goal of this media is to create profit for the product and the chosen artist. Profit for the product and the artist are interconnected. A popular song from a popular artist is more likely to catch the attention of the audience. Songs are picked specifically depending on the product and the audience in which it is targeting. This also translates into the relationship between economic and technological mandates. In my opinion adding popular songs to commercials is a new development in technology which leads to an increase in economic capital and profit.
There has been a notable increase of musicians licensing their music for use in the advertisement industry. This increase is most prevalent in the daily commercials that we see on TV. For example, Snoop Dog’s music is featured in a Sundrop soda commercial, music from Chris Brown is featured in a Doublemint gum commercial and Rihanna’s music is featured in a Nivea skin care commercial to name a few (click links to view commercials).
The ability for musicians to use their creative works for advertising products allows them to reach a targeted audience, as well as a way of marketing themselves. For example, Nivea is a very popular skin care line and when consumers of Nivea here Rihanna’s music in the background, this might spark their interest in Rihanna’s music. Also anyone who is a fan of Rihanna's that does not use Nivea, will be more likely to buy Nivea products in the future. The musicians work does not only benefit the artist but it also benefits the sales of the product. Implementing music in the backdrop of commercials is a creative way to increase both music and product sales. This creative practice in particular can also have a negative effect on the product. For example, during the Chris Brown and Rihanna scandal, the Doublemint contract with Chris Brown was canceled because of the legal situations. Wrigley’s feared that their product sales would decrease because it was associated with Chris Brown.
Moreover, artist turn to licensing their music for use in the advertisement industry as a new source of profit/ income. The music industry as a whole has taken an economic down fall due to technological advances including the ability to pirate and peer share music. Both the artist and the label are loosing economically thus they are forced to find ways to make profit. In this case they make money from the advertisers. In all the musicians partnership with advertisers has become succesfull.
Sunday, December 4, 2011
Music is a media industry that has experienced a significant amount of change over the past ten years. With this change has come the creativity of musicians to get their songs out to the public and hope for a large enough ‘buzz’ to generate revenue (the ultimate goal). Thus the economic condition and desire to sell songs has lead musicians to creating partnerships with advertisers. Through licensing music to advertisers, musicians are able to make a profit off select songs and advertisers are able to have a ‘catchy’ tune to help attract viewers to watch their commercial.
This partnership is incredibly useful for both parties and helps with the exhibition and distribution practices for both the advertisers goods and the musician’s music. Especially because with audiences ability to fast forward through commericals, pressure rises for advertisers to create attractive commericals. Popular music helps to catch the attention of the audience. Additionally, the two work together to create a commercial with music appropriate for the target audience/consumer in hopes of both the product and music being purchased. Finally, this partnership helps musicians enter further into the television industry, developing a new form of distribution.
AMC decided to allow Gateway to screen The Walking Dead on a weekly basis for a variety of reasons. As we have discussed this year, the concept of distribution is a tricky one these days and the promotion of television shows is becoming difficult. Networks need to think of different ways to promote their shows and promote them in a more effective manner than the competition. This example is a technique used by AMC to spread the shows popularity, and expand availability to a larger audience. Although it may not contribute to the series’ ratings, it promotes the show in different ways. More people are likely to attend the viewings and then follow the show later as the series progresses. It grabs the attention of a larger audience, and this larger audience then becomes attuned to keep following the shows progression. This larger audience is also inclined to then promote the show to family and friends, and the show is networked this way.
AMC attracts a larger audience and fan following for the show, and Gateway is able to make money off this promotional strategy. Considering The Walking Dead is the only show available at the screenings, people are forced to invest their attention towards this show and this show alone. It gives the show an advantage over other shows where these screenings are not possible. The increase of the shows popularity in turn is reflected on future ratings and the shows ratings are likely to increase. For this reason, AMC decided it would be profitable and intelligent for these screenings to happen, and I’m sure Gateway was in no opposition to AMC suggestion to do so.