Once in awhile we’ll hear this from a jingle client: “I want something upbeat, contemporary and fun…but not too ‘Jingle-ly’” Jingle-ly? What does that mean, exactly? Does it mean no bell-like sounds in the track? Do we direct our singers to remove all loose change from their pockets? (as if they had extra loose change!) Turns out there is no definitive answer AND there is a very fine line here. But here’s how we have come to define this issue. If a jingle is catchy, punchy, fun, and executed musically at a high level, it’s probably not too “Jingle-ly”. The reality is because jingles have a unique purpose…to really BRAND a client….they stand alone on the musical landscape. They can’t be compared to pop or folk songs, which aren’t boxed in by business slogans and targeted demographics. But they can be a VERY effective marketing weapon. So say it with us: Catchy. Punchy. Fun. Well executed. There you have it! Now about your announcer copy…..
