If you remember the music of an iconic advertisement like Aquarela/Faber-Castell and Danoninho (give me, give me), you know how important a soundtrack is to make the public remember a brand. It is exactly this subject that will be discussed at the Rio2C event, which will take place in Cidade das Artes, in Rio de Janeiro, between April 11th and 16th.
When humming the music of a famous advertisement, many people cannot imagine the meticulous work behind the choice of this track, which must be designed to generate an emotional connection between brands and consumers. However, among singers, composers, copyrights and mixes, there are many decibels that form a complex universe for brands.
To better explain this subject, the RIO2C event will count on the presence of the Head of the Americas of the multinational Big Sync Music by Songtradr, Alex Menck, in the panel “No Ritmo do Branding: o Poder da Música in Advertising”, which will take place on 12/ 4 at 3:45 pm.
Menck, who leads Big Sync’s team of supervisors and music coordinators in the Americas, explains:
“The Brazilian market is more dynamic and impulsive compared to markets in the northern hemisphere. Delivery times are much shorter and the soundtrack almost always comes last. In addition, advertising tends to “package” everything into a single budget. That is, the producers are responsible for all aspects of the audio. In other territories, there is greater planning and services are budgeted separately. This means that taking care of the soundtrack in Brazil requires triple attention from the music supervisor.”
Also joining the panel will be Diederik van Middelkoop, Executive Creative Director of Amp.Amsterdam, Sonic Branding Company, and Molly Neuman, Chief Marketing Officer of Downtown Music Holdings. The chat will be mediated by Marcelo C Falcão, Executive Director of Universal Music Publishing.
Big Sync Music completes one year in Brazil with good numbers
Big Sync Music by Songtradr landed in Brazil last year and has found fertile ground for its business here. Largest music supervision agency for brands in the world, the company grew 170% in Brazil in 2022, and has already reached 65% of that same number in the first quarter of 2023. Present in more than 14 countries and with more than 80 active clients, among them Unilever, the multinational, is the largest buyer of B2B (business to business) music in the world. Menck further comments:
“We are highly respected in the world of advertising and marketing, and during this period in Brazil we added two gigantic brands to our client portfolio: L’Oréal and ByteDance. We offer personalized professional assistance with regard to the challenges these companies have regarding the use of soundtracks in social media and platforms such as TikTok and Instagram Reels, something extremely important today with the expansion of the digital universe.”
Throughout its history, Big Sync Music by Songtradr has actively participated in more than 1,600 projects, with emphasis on worldwide campaigns for AXE, Magnum and L’Oréal Paris. In Brazil, the highlight is the Rexona campaign “Não te abandon” with singer Anitta, who gained prominence in the reality show Big Brother Brasil (Globo).
Check out the official video of the Rexona campaign “Do not abandon yourself”:
Painel Big Sync Music no evento Rio2C:
Data: 12/4/2023
Time: from 3:45 pm to 4:45 pm
stay tuned here Adnews! Because for us, leaving the obvious is as obvious as creating and transforming.
The post Rio2C discusses the power of music in advertising campaigns appeared first on ADNEWS.
