Music’s Role in Urban Culture, TV, and Advertising
Characteristics of Urban Popular Music
Urban popular music is marked by a series of conditions that have always been present. It is influenced by technological advances, social connection, identity markers, youth culture, the business functions related to mass media, and the use of new instrumental timbres.
Music on Television
Music on TV primarily involves reinforcing the power of images in various contexts.
The Sound of Television
The relationship between the sound we hear and the image we see on the screen allows us to distinguish different types of voice or sound depending on the source’s origin.
Tunes
Tunes are musical fragments used to identify various programs.
TV Series Soundtracks
Soundtracks for television series are often characterized by catchy theme tunes at the beginning and end, designed for impact.
Music in Cartoons
Music in cartoons often functions less as background music and more as a soundtrack that constantly and naturally accompanies the movement and action of the characters.
Music in Advertising
History of Advertising
The use of advertising, understood as the dissemination of commercial advertisements to attract potential buyers or users, dates back to antiquity. From the origins of civilization and trade, humans felt the need to publicize certain information.
Commercial Formats
Advertising messages may use different formats depending on the communications medium in which they operate.
Radio Commercial Formats
Two very common formats in radio advertising are:
- Wedge: This is the most typical radio format. It’s a brief, strong message inserted into the program.
- Sponsored Space: These are advertisements broadcast at the beginning and end of a program, often associated with a specific brand sponsoring that space.
Television Commercial Formats
Television advertising’s main advantages are the visual appeal of the medium and the large audience it reaches:
- Spot: This is the most characteristic television format. It functions as a short film, typically between 10 and 60 seconds, combining sound, music, and graphic resources.
- Product Placement: This is a newer advertising format widely used in programs and series. It involves the presentation of brands or products that appear discreetly on screen or are implicitly mentioned by the characters.
Functions of Music in Advertising
The use of music in advertising is one of the clearest examples of functional music, used to reinforce the ad’s message. The primary function of music in advertising is to emphasize or reinforce the advertised product or message.
Advertising with Original Music
- Jingle: A short, cheerful, and catchy song created specifically for an ad.
- Musical Signature/Sonic Logo: An instrumental piece typically created for the identification of a specific brand.
- Ad Soundtrack: A vocal or instrumental composition written specifically for an advertisement, similar to incidental music.
Advertising with Pre-existing Music
- Cover: A version offering a recording almost identical to the original, often using performers specialized in imitating specific artists.
- Adaptation: A modified version of a known song, featuring variations in the music or lyrics for the ad.
- Original Recording (Sync License): Using the original recording of a known song (requires appropriate licensing).
- Library Music: Music composed specifically to accompany advertisements or other media, available in a catalog for licensing by agencies.