A week ago I celebrated my crown birthday. It feels like yesterday (17 years ago to be exact) that I started planning the day I would turn 28 on the 28th - it would be a party to remember. My theme had been brewing over the years - 'Young Again' to mirror my young soul. It was going to be an epic children's party for adults!
The icing on top? The music. My plan was to create a compilation of songs that had made me, me. I didn't foresee that I would be going down a bumpy, flash down memory lane filled with a lot of blushing, laughing and nostalgia. The love song of my first crush, of my first slow dance, the heartbreaks, the music competitions. Song dedications into the local radio stations, party songs at the school socials or Walkman sharing on the bus tours. I could carry on with countless moments branded by a particular song and I know some of you are thinking of some of your own special events.The neuroscience of how music triggers vivid memories.
When it comes to music, technology has been integral in the development of sound however popular culture has been the driving force of music. Some brands over the years have successfully surfed the gravy train and used popular songs of the time to meet their objectives - whether it be to increase awareness or market share through association.
Some of the biggest brands in South Africa that used popular songs include SAB's advert "The crossing" by Johnny Clegg; Vodacom's Meerkat - "I like the way you move" by the Bodyrockers and more recently the KFC Twista advert - "Love sick" by the Arrows. So every time you hear those songs, whether you want to pull out your hair or make a trip to the store - that brand has come into your consciousness.
Back in my primary years, every adult would tell me how music in their time was 'real music'. Today I find myself telling my nieces and nephews how music in my time (1996 - 2004) was 'real music' - sounding like an old soul in this regard. So I've come to a definition of 'real music', it is music where the popular culture of the time is relevant to you.
So if music can paint a clear picture of a memory, an experience, smells and tastes and even feelings. We can agree that music is a powerful weapon. It lives in us and if your brand lives in the music it lives for generations after.
I want to leave you with a 1998 South African advert that didn't win any awards however lives in the hearts and minds of those who were there. I hope it brings a smile to your face as it did me.
Click onto the link to view the advert: http://ow.ly/A6asT
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