Jingles, or catchy marketing music, are frequently used in television and radio commercials to help sell a product or reinforce a brand name in the minds of consumers. A jingle writer creates, arranges, and occasionally records these songs for a variety of commercials. Most of the time, these musicians collaborate with the client to create a jingle that reflects the company and grabs the audience’s attention. They usually work as independent writers.
Jingles are usually songs with lyrics and melody that help to establish or reinforce a brand. Jingles are frequently used by companies that produce television or radio commercials to help people remember their sales message. Advertisements that are set to music are more likely to be remembered than those that are written in plain text. If a customer recalls the jingle, he or she is likely to recognize the company and the product.
These songs are usually short, and a jingle writer must meet client expectations as well as industry standards. Television jingles are usually limited to 10, 15, or 30 seconds in length. Jingle writers are usually given more time on radio — between 30 and 60 seconds.
A jingle writer typically attempts to compose music that reflects the company, the product, or the target market that the company is attempting to reach with its message. This frequently entails the musician writing the jingle in a style that serves the client rather than his or her own artistic sensibilities. A store selling Western wear, for example, will almost always want a country western or bluegrass melody in its jingle, even if the musician prefers a different style of music.
The client frequently specifies specific words or phrases that must be included in any included lyrics by the jingle writer. The company or product name, a special feature of the advertised product, or any key words, phrases, or slogans that create an emotional atmosphere around the product may all be included in this predetermined content. A jingle for a jewelry store, for example, might include a company slogan that makes a customer think of love or beauty.
Those who are just starting out as jingle writers usually work as freelancers or on spec. This type of freelance writing typically entails music writers bidding on a project that has been posted or requested in some way by a company. Writing on spec usually refers to musicians creating jingles and pitching them to advertisers without being asked.
In most cases, an independent jingle writer runs his or her own jingle writing company. These composers may work as independent contractors or for a set of regular clients. They frequently hire musicians to play a variety of instruments, and they may also operate their own recording studios.