

1) We should all listen to Socrates
The saying, “I know that I know nothing” is generally attributed to Plato's Socrates. While there is some debate around who should be given credit for this quote, for the purposes of choosing which music should be used in an Ad, we should all live by it! During an interactive session, we played 3 choices for the audience. Audience members had to pick the winning track for a given advertisement. They were provided with the target audience demographics and goals for feelings, emotions and intent.
2) People buy from People
I have a friend, a consummate sales professional, who always uses the phrase “People buy from People.” The general premise of this quote is that when you’re buying a product or service, the person or brand/company that you’re buying from is much more important than the product itself. For example, we might buy anything the late great Steve Jobs pitched. And how can you possibly resist buying Girl Scout Cookies from the little girl next store even though you can’t bear to eat another Samoa? After speaking with attendees and listening to presentations from music supervisors at ABC Family, Coca-Cola and Microsoft, it’s obvious that the lion’s share of music being used in advertising, TV and movies is chosen based exclusively on having a relationship with a publisher or composer. Sure, it’s great to work with people you trust. However, what if those same people could be selling you a better product?
3) Can you hear me now?
Just like the that annoying “Can you hear me now” guy, whose simple catchphrase seems to never go away, or how “Ho, Ho, Ho Green Giant!” is still successful at selling veggies, I’ll never stop being fascinated by how long music can stay with someone. Music has a unique ability to rattle around our heart, soul and brain for years, whether we like it or not! One of the themes that permeated the SyncSummit was how music serves as the foundation for all multimedia content and is the key driver for influencing an emotional reaction.
What’s next?
