Why do radio advertisers think that radio stations are fully equipped jingle makers. More so, that radio stations say Yes! if they are asked to produced something that involves singing.
Every radio station, at sometime or another, has had an employee (or friend of..) who can sing or play an instrument, or both. As well as a writer who has a great idea from the clients brief (?)
When all this comes together the stress starts.
Someone from the sales team says to the client “we can do you a jingle.”! So the client wants a $5000 quality jingle. The station can only get to the $500 value (and that is the value of the producers time trying to rescue the job so that it wont completely embarrass the station).
There is one on the local TV at the moment that sounds like that, its awful.
Jingle makers make jingles, for a living, they are professional musicians and writers, they know how translate a brief from the client, to use the music and lyrics to brand the clients message. Making a tune that can become familiar and has a catchy sound to the listener/viewer, bringing successful advertising.
You can hear too (as I heard one this week) a jingle maker/writer put a fully produced commercial on the end of the disc, to demonstrate the sound of the jingle with the voice. I have to say that much the same way as the jingle made by the station sounds crap, so does the jingle makers commercial with voiceover with the jingle package they have just created.
Lesson here;
Jingle makers for jingles. Commercial makers for commercials.
The right people for the right job, means successful outcome and great sounding advertising that works.
Do what you do best and let the others do the rest.(Jeff Jarvis) (http://www.buzzmachine.com/)
