Music in media is like audio umami, the perfect seasoning in a recipe. It has the ability to enhance flavor and provide depth. Daniel Siegel Alonso examines how music is indispensable in enchanting consumers, from the memorable jingles of television commercials to the emotionally charged earworms in viral videos. Its influence is ubiquitous, transforming ordinary content into unforgettable experiences, evoking emotions, and molding cultural trends.
Television Commercials: The Jingle Jungle
Siegel Alonso begins by considering the television commercial. Music is the secret weapon in advertising and marketing, where attention spans can be shorter than the length of a cat video on TikTok. With its catchy melody and simple lyrics, the classic jingle is a masterclass in auditory branding. Do you remember 1971's "I'd Like to Buy the World a Coke"? That was more than just a tune; it was a cultural touchstone.
Today, in modern advertising, music's role transcends nostalgic jingles. Brands now curate full-fledged soundtracks to build an emotional narrative. Take Apple's commercials, for example. They often spotlight indie artists whose songs capture the essence of innovation and simplicity. These choices aren't random; they align with the brand's identity and leave a lasting impression.
Music Videos: The Visual Symphony
Music videos are the perfect union of audio and visual storytelling and have revolutionized how people consume music. These clips are not merely promotional tools but are art forms. At its peak, music videos were cultural events. Nobody took advantage of the medium better than Madonna. Think of her "Justify My Love" video—a short film that was so subversive that MTV banned it. (Ever the businesswoman, The Material Girl decided to make the controversial video available commercially as a video single, marking the first time a musician released a single in this format in the United States.)
Daniel Siegel Alonso fast forwards to the current age of social media, with channels like YouTube and TikTok breathing new life into the music video. Artists can now connect directly with their audience, bypassing cautious publicists and conservative record company executives. This democratization has led to a surge in creativity. Think about Childish Gambino's cinematic "This is America." The music video sparked widespread discussion and analysis with its in-your-face imagery and complex themes. It wasn't just a song but a statement.
Social Media: The Viral Soundtrack
Music is the magical ingredient in social media that can instantly catapult content into viral fame. Platforms like TikTok have turned short, catchy music clips into a global phenomenon. A 15-second snippet can lead to myriad dance challenges, lip-sync clips, and memes, propelling relatively obscure singers to stardom overnight.
Daniel Siegel Alonso uses Lil Nas X's "Old Town Road" as a key example. With its genre-blending sound, the song became a sensation largely thanks to TikTok. Users created countless videos featuring the song, and the track's infectious energy spread like wildfire. The result was a record-breaking run on the Billboard Hot 100—and a Grammy win!
Even Instagram's Stories and Reels leverage songs to enrich their user experience. Whether it's a tearjerker ballad emphasizing heartfelt memories or an aggressive track fueling a workout video, music layers in emotional content that words and images can't achieve.
The Emotional Manipulator
Music's influence in media lies in its power to manipulate emotions—the invisible puppeteer tugs at the heartstrings, stirring nostalgia, joy, sadness, or excitement. Filmmakers and content creators understand this well. Imagine watching a horror flick without a creepy soundtrack.
In television shows, music often acts as an additional character on screen. Netflix's "Stranger Things" and HBO's "Game of Thrones" have iconic soundtracks that are instantly recognizable and have even revitalized musicians' careers (think Kate Bush and her iconic song "Running Up That Hill"). These scores aren't just background fodder; they are crucial to storytelling by creating tension and enhancing dramatic moments.
Cultural Shaper
Beyond its emotional impact, music in media also serves as a cultural shaper. It impacts everything from fashion to language and even social movements. Consider MTV's influence and reach at its height in the 1980s and 1990s. The cable channel didn't just air music videos; it created superstars and defined an era, influencing everything from hairdos to political views.
While MTV may not be the behemoth it once was, social media platforms continue the tradition today. Viral music trends can spark global discussions. For instance, the Black Lives Matter movement saw numerous musicians penning powerful anthems that became rallying cries, shared widely on social media. In this context, music transcends entertainment; it's a vehicle for evolution.
Conclusion
In the grand tapestry of media, Daniel Siegel Alonso asserts that music is the thread that weaves everything together. It turns commercials into cultural icons, music videos into visual feasts, and social media content into viral sensations. Its power to elicit emotion, contribute to culture, and tell unique stories makes it an invaluable tool for creators.
If there are stories to tell and products to sell, music will remain at the heart of media, striking the right chords and leaving an unforgettable mark on our collective psyche. Ultimately, it's not just about the notes and melodies; it's about the feelings and memories they arouse, making music the unsung hero in the ever-changing media landscape.