In this edition of our “Great Minds on Music” series, we sit down in London with Sir John Hegarty, Chairman & Worldwide Creative Director of Bartle Bogle Hegarty (BBH). “Great Minds on Music” is a series of conversations with some of the top names in the business of advertising and Uli Reese, President of iV2. If you’d like to read more from these innovative thinkers, selecting this link will aggregate all the interviews for easy viewing.
GREAT MINDS ON MUSIC: AN INTERVIEW WITH SIR JOHN HEGARTY
Reese: How important is music in building a brand?
Hegarty: I would answer that in a slightly different way. Music is incredibly powerful when it’s part of a message which in turn is helping to build a brand. Brands are built out of stories. Of course they begin with the product – but the brand, what it means to people, how they respond to it, is built out of stories about that brand: where it comes from, who founded it, its vision…and you can communicate those things in a number of different ways. Film is one of them – and in that context music is fundamentally important.
Hegarty: It’s hard to overestimate how important it is. Music can transform a message. It doesn’t transform the narrative structure – but it can change the meaning of that structure. So why is that? The thing about music is that it’s an almost purely emotional medium. A tune can have absolutely no meaning apart from the emotional response to it. A story has to have a meaning, a structure. In music the meaning is absolutely connected to your soul and your heart – it’s just something you feel.
Reese: It’s true that songs don’t need a narrative.
Hegarty: As James Stephens says in his wonderful book The Crock of Gold, “what the heart feels today the head will know tomorrow”. In other words, we’re emotional creatures. We take in information through the heart – and that’s where music goes in. That’s what makes it so powerful. Continue reading