Fitting Tunes

Abstract

Given how diverse the identities and musical tastes of consumers are and the power of music to influence the perception of moving images, how do advertisers choose the music for television commercials? Who makes such decisions, how are they made, and who evaluates them, both before airing and after? This chapter addresses these and related questions about the processes of selecting music for television commercials. The analysis is based on interviews with industry professionals as well as on a synthesis of literature from musicology, music sociology, music psychology, screen music, and advertising. In a multi-billion-dollar industry, where deadlines, budgets, and return on investment reign supreme, such decisions cannot be taken lightly, particularly when using certain kinds of music (e.g. copyrighted popular music) can easily inflate or exceed budgets or potentially alienate wide swaths of viewers. Ultimately, the chapter describes how balances are struck between emotional, artistic, communicative, financial, and sociocultural considerations.