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"Extraordinary how potent cheap music is!"
Noel Coward, 1899-1973
I have been writing and producing music for commercials since the eighties, working for both national and local clients. It is fun to do, surprisingly satisfying and, I believe, gives the advertiser a real edge.
- Jingles make your product memorable
- They add consistency to your campaign
- They help to put you on the map
The size of your company is irrelevant when it comes to the effectiveness of a jingle. Jingles are great levelers; properly written and produced with the highest production values they work to bring your great product to your target audience.
A Note About Sound Alikes
Recently I have had a couple of conversations with clients concerning jingles being written to sound similar to an existing, recognisable commercial song. There are two issues here. Firstly if a track is written that is basically very similar to or the same as a track already in existence, this could be regarded as direct copyright theft. The second situation is where a track does not share exactly the same notes but is obviously attempting to sound like an existing track. This is often called "Passing off" and could also be construed as copyright theft.
Dancing Bear has a very simple policy. If you wish to use a commercial track, then we can licence it from the publishers and record a cover version that meets your requirements.
However, we will NOT write a track that tries to get round paying a licensing fee. If you can't afford the licensing (and believe me, most of us cant!) then let us write you an ORIGINAL piece of music that works for your brand, is legal, unique and does not make your company look dodgy.
What ever your views on composers' copyright, if a business is caught up in a copyright suit, the brand damage is incalculable!
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This is just my batch of recent and most loved jingles, set down induvidually rather than having to go through a showreel. This will change constantly with me adding recent ones, and changing some of the faves. Always worth keeping an eye on!
If you want to go through a much bigger list, try here
| Branch Brothers |
Big time Soul number |
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| Black Pig |
Old fashioned musical |
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| Window World |
Southern Rock |
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| Sam Tyres |
Country/Idiotic |
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| Northampton College |
Indie |
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| Car Sales Network |
Sing-along |
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| Blue River |
Big Band |
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| Black Pig |
Old blues singer |
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| City Fencing |
Oom-pah .. sort of |
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| Park 'n' Ride |
Surfin' |
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| Studio 24 Original |
Caberet |
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| Studio 24 Plush |
Secret Agent |
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| Funky Funhouse |
Just fun |
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| Funkys (no relation) |
Silly |
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| Landscape Centre |
Relaxed pop |
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| Kaywoods |
1940s |
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It is very easy to overuse kids. They are very catchy on radio, and there is hardly a product out there that wont benefit from some dimply brat yodelling the product name. Use them too often, however, and their appeal can ware off very fast.
However, when a good use comes along, you should go for it. The Nanny commercial I wrote for Black Pig was one good example. Another, and more obvious one perhaps, is the music I have just produced for Northamptonshire Childcare services. The idea wasn't mine, the creative at Northants 96 come up with that, but the execution was. A gentle bit of orchestra and a handful of willing voices from the local theatre school and we have the perfect accompaniment for their message and help to get across an awkward phone number.
Great, sensible advertising.
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Okay, I have to admit with most client when I propose a very gentle orchestral or ambient jingle, I normally get the comment, "when do the drums come in."
 So it was a little bit of a surprise when the chap from Voice Mobile said he preferred the one WITHOUT the drums. Well to be honest, so do I, and I am very pleased that he went that way. However, in the life of a jingle or music ident there can come a point when you need something that is a little more hard hitting. So, we have supplied him with a second set of mixes with some great drumming in it, just in case! No skin off our nose, and may give him that extra variation in the future.
Below is his preferred one, however, and it is rather lovely.
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I am told this will be a very interesting place to visit. It manages to be a cool bar during the day and a cooler venue at night. Gave us a bit of a challenge - a jingle in two parts to go with Adam Jones' (he of Essex FM) creative ideas. In the end we did several mixes with the split point at different places, depending on the script.
Kim Chandler supplied vocal effects, bless her.
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As part of a much larger company, SEH wanted to say more than "we sell double glazing." We came up with the line "Making it so easy" to reflect that this is a big company working for you. A very laid back approach and succulent vocals from Emma Robbins did the rest. Thanks to Purdie Chambers for bringing us this one.
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