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АКТУАЛЬНОСТЬ СОВРЕМЕННЫХ НАПРАВЛЕНИЙ МУЗЫКИ В РЕКЛАМЕ И ТЕНДЕНЦИИ ИХ РАЗВИТИЯ
Большаков Александр Сергеевич
студент института коммуникаций и медиабизнеса Московский государственный университет печати имени Ивана Федорова 127550 Россия, г. Москва, ул. Прянишникова, д. 2А storm. noginsk@mail. ru
Аннотация. Рассматривается практическое применение современной и актуальной музыки в рекламе, а также дальнейшие перспективы кооперации музыкальных исполнителей и брендов.
Ключевые слова: музыка, реклама, видеоролики, indie music, electronic music, synth-pop music, rap music, postrock music, исполнители, бренды, компании, тенденции развития, кооперация.
We recognize all the world and all the infinite information around us through 3 ways: through the optic canal, through the audio canal and kinesthetically. In my work I will consider primarily the audio canal (auditory), but it's connected very tightly with all channels because modern music already now consists not only of music but also videos, various performances and continues to tend for maximum creativity.
First of all, I'll discuss what I mean by modern actual music. Of course, here I mean new (or old) genres of music that are the most relevant, as they give a great space for creativity due to the fact that they are still evolving. They have a lot of authors but every day there are more and more new authors. Music is updated but it is difficult to watch for all trends. The situation behind the scenes is constantly changing: musicians are changing in groups, leaders making a radical decision to change musical direction or image, and of course, actively cooperate not only with producers, organizers of concerts and with many other guru of the music industry, but also interact with brands and companies. But we will talk about it later. It is important to underline that I will consider only new or relatively new genres and authors because in my work I set a task to explore primarily modern and at the same time actual music.
The most relevant genre at the moment, not only for listeners but also for brands that cannot be without music in their advertising campaigns I suppose is such a mixed genre like indie music. Indie-pop, indie-rock, indie-folk and indietronic stand out very distinctly in the «family of indie». For example, the groups that belong to these genres, can be OK Go, The Kills, Phan-togram, Yana Blinder and many others. And immediately I give my forecast for this genre. In the nearest future, the interest to this genre will decline. It stays for about 5 years more or less static; yes, the artists aren't like each other, but no, all of them just tried to mix new and old and finally genre is logically came to the end and there is no place for its growing.
The genres of electronic music also stay important, for example, discovered again for listeners the genre of synth-pop. This genre was established in the 70-ies of the XX century, and experiencing the third peak of
popularity — the first peak fell on moment of appearance of genre and on the group Kraftwerk, the second peak fell for the group Depeche Mode and other similar artists. Now this genre includes authors like Kavinsky, CHVRCHES and other who brings to the genre a new sound, making it's not like other artists of this genre. Most likely, it will become one of the most relevant long-playing genres.
New rap artists continue to maintain interest to their music, combine with other genres and get totally unexpected variations. Despite the large number of rap artists, I would like to emphasize community DEAD DYNASTY which includes few independent artists such as PHARAOH, ACID DROP KING and others. For a short period of time they reached a huge fame at the Russian show business and attracted the attention of everyone — from famous magazines such as Snob, to famous brands as Adidas. They often give joint concerts, recording videos and songs.
In the future, as I think that genre post-rock will rapidly gain popularity and develop. Then it gained enough relevant audience for brands, they will use their music in their communication campaigns. At the moment the most famous post-rock group is considered Icelandic group Sigur Ros which music sound in the films but in the nearest future they and other post-rock groups, I forecast, they will be very interesting for advertisers as a new stage of development of rock music and music at all.
This list could go on, but I think that's enough because these genres are most relevant now for the listeners and brands. That is, the artists have their own followers, and that is profitable for brands for integration of their message into creativity of the artists to reach a desired audience. It's important to notice that teenagers from 14 to 19 years and young people from 20 to 30 years show the biggest interest in this music. That is, it is a young audience that is always knows the latest trends, they're active users of social networks, and they constantly listen to music at home or in the road because they always have a gudget that allows them to listen their favorite songs.
Now we can move on to the specific examples and show the relevance of modern music in advertising and trends in
their development. In this part of my work, I won't make the difference between genres and show specific examples of interaction between the brand and the author.
A very interesting example of the using of modern music for its communications campaign is a multi-directional advertising of the brand Adidas. They broadcast a large number of commercials on TV and on their YouTube channel which feature a large variety of modern music, including synth-pop band CHVRCHES. Adidas broadcasts commercials which are united by the idea "I'm here to create" with a lot of different actors, bloggers and models that speak about themselves and their life. As a result they got: fans of music that hear the music and feel the effect of recognition, and thus remembered video and brand that give them positive emotions through the use of their favorite music, and finally they become loyal to the brand. Similarly it happened to the main character of the video. Thus there is the intersection of 3 audiences: existing audience of Adidas, followers of the actor/blogger/model and music fans. As a result the audience of brand grew because it has united all under his reign. In addition, Adidas uses product placement actively: they supply their branded clothing to many musicians such as the community of the DEAD DYNASTY. And finally, Adidas is a sponsor of many concerts and festivals — thus the brand is actively involved in the music industry.
McDonald's also works closely with musicians. The result of this partnership became a very popular video "Sher. Like. Cat." and this is how the company told about this clip:" Today every young person gets into Instagram a hundred times in day, scroll tape of Face-book and watch YouTube. Therefore in the new clip we talk with youth in their language — the slang of social networks. We show real employees of "McDonald's" in Russia — modern, young and cool guys. "Actually, we have a lot in common" — can think young people who saw the movie. And it's true. McDonald's is an attractive work for young people in Russia, such as you. A lot of people have asked about the music from this video. This track created especially for advertising by Fancy State together with Yana Blinder — a young popular Russian indie-pop performer." The video became very popular and actively discussed in the Internet, and it's logically continued orientation of brand to the youth audience.
As well we can mention a lot of cooperatives of brand-artist: Gillet in its latest advertising campaign used the music of popular indie-pop band Phantogram. Mango used group The Kills for attracting attention to their new collection Metallics New. Sony in their advertising of smartphone Xperia Z3 used a very famous cover version song of "Nightcall" by London Grammar group which is very actively used for scenes with "night life". Windows 8 is promoted with the beautiful songs of singer Lenka. Total used a very epic music of Kavinsky in their advertising. The list can go on and all these cases are very interesting. It is clear that there is a large demand for modern music: concerts visited by a lot of people; advertisers are standing in turns for rights for songs or performances. But among all these
cases the most outstanding example of the performances is by the band OK Go.
OK Go at the moment has already made 3 videos for customers. A key of success of the group is a unique way of creating their music and videos. They write memorable songs and after that make a very thoughtful and difficult for them producing commercials. And here comes companies with a lot of opportunities. Their first experience of cooperation was the commercial for Honda to one of their songs. The idea of commercial was: OK Go made a very cool staged video where 4 musicians and many actors produce a wonderful ballet performance on the electric scooters UNI-CUBs. The next cooperation was a commercial for Chevrolet: they produced a video where the musicians remade the car into a musical instrument by converting road and place around and use more than 2000 musical instruments. And latest at the moment clip has become the most grand, it was video for S7 Airlines: this is the first clip in zero gravity where the musicians show miracles of choreography and performances. This commercial was broadcast under the slogan "gravity is just a habit", and this clip was filmed in Russia. Besides these commercials videos, OK Go has a few creative videos but they haven't already been used like advertising of brands. In the nearest future we will see new commercials from this group and they will be more creative then former.
But modern music is used not only in commercial projects. For example, in the preelection campaign of Barack Obama used one of the most famous songs of the popular American band The National and that showed the orientation of a potential President on the youth audience.
But the best example among all these cases was the way of the brand Jagermeister: it became the organizer of the first festival in Russia of modern actual music Jagermeister Indie Awards. As a result, brand attracted attention to itself and formed a culture of consumption. The step is definitely successful and brings a new level of cooperation brand-artist.
Now we have explored a sufficient number of examples, and we can think about the future — what awaits brands and music? Most likely, it is a format of the case Jagermeister. I mean that isn't the organization of numerous festivals but producing groups around the brand. I don't mean the careful selection of appropriate audience, image and many other settings, I mean the creation of group in a new format: with a suitable vector of development and full integration of brand into music and viceversa. These groups will be easier to make a part of communication campaigns and they will make a profit. As well it will remove costs to buying rights on songs or performances. Most likely, in the near future we'll see how the new "branded" groups will appear and they'll bring a new level of development of music at all.
REFERENCES
1. Марк Тангейт. Всемирная история рекламы. — М.: Альпина Паблишер, 2015.
THE RELEVANCE OF THE MODERN TRENDS OF MUSIC IN ADVERTISING AND THEIR DEVELOPMENT TRENDS
Alexander Sergeevich Bolshakov
Moscow SMe University of Printing Аrts 127550 Russiа, Moscow, Pryаnishnikovа st., 2А
Annotation. In this work considered a practical application of modern and actual music in advertising and considered prospects of cooperation of music authors and brands.
Keywords: music, advertising, commercials, indie music, electronic music, synth-pop music, rap music, post-rock music, authors, brands, companies, development trends, cooperation.
