CREATE VIDEO CONTENT THAT ACTUALLY WORKS

Video is taking over the world, with more than 4 billion hours of video viewed each month. In fact, YouTube is now the second most used search engine, right behind Google.

Unfortunately, integrating video into your marketing campaign isn’t as easy as simply creating a video and putting it up on YouTube. Creating a video that is effective, relevant, and successful can offer big rewards, but how do you integrate it successfully?

This TV Spot is part of a comprehensive marketing campaign we made for a Mazda Dealership in Mimi. We created content for radio, TV, Social Media and digital campaigns in different platforms. This campaign won  6 awards!!

The Role Of Music In TV Commercials

Music can often be the leading factor in what elicits an emotional reaction from media viewers. Auditory queues play a significant role in how we interpret an advertisement, much like they do in TV shows and movies. They often set the stage for the scene, giving us an idea of how we should be feeling and what can be expected from the next few moments.

Many of the most successful commercials contain some sort of music, and its applications run the gamut from somber anthems to hilarity-invoking jingles. But if we intend to dissect the music behind the most viral advertisements, there are a number of questions we need to ask.

So, what makes a “successful commercial”?

There are many ways to measure an advertisement’s success, some more complicated than others. But one of the most telling and accessible metrics available is its popularity on social media.

High views on YouTube reflect the commercial’s viral popularity, or how many people were interested enough to spend their time watching it (and in many cases sharing it with their peers afterward). View count is a real-time measurement of a commercial’s exposure and effective reach, giving us valuable insight into the audience it has reached.

Now let’s get down to business. Below are the statistics I’ve gathered after reviewing the 50 most-viewed commercials on YouTube (from a search for the term “commercial”; note that I’m not referring to the sponsored ads that appear before other videos). I narrowed it down to only professionally produced, English language advertising for legitimate products and services.

Read Full Article

TO APPLE, LOVE TAYLOR

We want to share Taylor Swift's Letter. Swift's criticisms, perhaps the biggest star in pop today, was a damaging public-relations misstep for Apple on the eve of its big new product release.

"I write this to explain why I’ll be holding back my album, 1989, from the new streaming service, Apple Music. I feel this deserves an explanation because Apple has been and will continue to be one of my best partners in selling music and creating ways for me to connect with my fans. I respect the company and the truly ingenious minds that have created a legacy based on innovation and pushing the right boundaries.

I’m sure you are aware that Apple Music will be offering a free 3 month trial to anyone who signs up for the service. I’m not sure you know that Apple Music will not be paying writers, producers, or artists for those three months. I find it to be shocking, disappointing, and completely unlike this historically progressive and generous company. 

This is not about me. Thankfully I am on my fifth album and can support myself, my band, crew, and entire management team by playing live shows. This is about the new artist or band that has just released their first single and will not be paid for its success. This is about the young songwriter who just got his or her first cut and thought that the royalties from that would get them out of debt. This is about the producer who works tirelessly to innovate and create, just like the innovators and creators at Apple are pioneering in their field…but will not get paid for a quarter of a year’s worth of plays on his or her songs.

These are not the complaints of a spoiled, petulant child. These are the echoed sentiments of every artist, writer and producer in my social circles who are afraid to speak up publicly because we admire and respect Apple so much. We simply do not respect this particular call.

I realize that Apple is working towards a goal of paid streaming. I think that is beautiful progress. We know how astronomically successful Apple has been and we know that this incredible company has the money to pay artists, writers and producers for the 3 month trial period… even if it is free for the fans trying it out.

Three months is a long time to go unpaid, and it is unfair to ask anyone to work for nothing. I say this with love, reverence, and admiration for everything else Apple has done. I hope that soon I can join them in the progression towards a streaming model that seems fair to those who create this music. I think this could be the platform that gets it right.

But I say to Apple with all due respect, it’s not too late to change this policy and change the minds of those in the music industry who will be deeply and gravely affected by this. We don’t ask you for free iPhones. Please don’t ask us to provide you with our music for no compensation.

Taylor"

Full Letter