DJ Bunny Ears on “Making Brands Memorable Through Music” at Advertising Week
Eric Johnson, also known as DJ Bunny Ears, participated in a panel during Adverting Week, “Making Brands Memorable Through Music”. The panelists discussed why music is so important to brands – music delivers messages, grabs hold of the attention centers in the brain, creates emotional responses and recalls memories.
Music has evolved, the same way that other creative tools have evolved. Data insight is much more robust, even with music selection. But, DJ Bunny Ears said, “The science (data) is catching up to the art of what we do”. That means agencies and clients need to be careful to make sure the powerful meaning of music is married to the power of consumer data.
Today, more than ever, brands want to be ingrained in pop culture and music is an integral way in getting those brands closer to culture. This is a challenge because everyone involved in the creation and production of an advertising communication has very strong opinions about music, from the agency side to the client side. This means that teams must agree on how a piece of music can create the most meaningful result. Brands that are using music to talk to consumers need to make sure the music offers some sort of value to them – or is the advertising just “borrowing interest” from the music. Music must be integrated organically into an advertisement, or it will appear inauthentic to consumers.