In this edition of our “Great Minds on Music” series, we’re picking the brain of Josh Rabinowitz, Senior Vice President/Director of Music for the Grey Group. “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 JOSH RABINOWITZ
Reese: I like to use these interviews to address a question that I think many brands and agencies ask, though the answer seems elusive. It’s this: can the right choice of music by a brand change consumer behavior?
Rabinowitz: I think it can. Science proves that sound, and particularly music, stays with us longer than anything else. If you think about jingles, they plant seeds in your brain that are difficult to remove – they lock themselves in there. Whereas with images and concepts, it’s more fleeting. They can have an effect, but it’s shorter term.
Reese: I always say we’re in the “remembering business.” But do you think a music can help us love a brand more? It seems we don’t buy brands because they’re better or cheaper, we buy them because we fall in love with them. Can we accomplish that with music?
Rabinowitz: If it’s done right…the problem is that music isn’t often done right when it comes to branding. There have been very few effective executions over the years. But memory is an important part of our behavior, so you can definitely use it to plant ideas inside people. It reminds me of the movie Inception, which is about planting ideas in peoples’ minds. I think music is able to do that. And if it’s done right, there can be a lot of love. Unfortunately, what happens is that somebody finds a piece of music they think is cool, they put it on [the spot], and often it overshadows the concept.
Reese: But when is it done right? Continue reading