A good spot is made up of multiple factors, production details and creative decisions. In addition, in recent years, we have seen how branded content has increasingly made its way into advertising: it is no longer just about selling products or services, but about creating audiovisual pieces that manage to excite. And what better way to provoke feelings than through music?
Creativity and the search for originality have led the sector to produce stories and characters with something to tell, encouraging advertising to innovate in its formats and find other ways to attract the public (raising awareness, creating striking situations…).
As a result of this demand, visual albums emerge, conceptual films that accompany each song. With a strong emphasis on aesthetics and photography, a “hybrid between cinema and music video” arises . Published by numerous artists globally, in Spain they have begun to be published with the help of advertising film production companies. One of the latest cases within this phenomenon in our country has been the production of Antiestático for “Donde quiero estar” by Quevedo .
It’s surprising that the duration that a few years ago was shortened to a minimum to capture the viewer’s attention is growing with these formats.
Quevedo’s project, with the length of a movie, has managed to reach younger (and more demanding) generations, surpassing individual videos from the same album in views, some of which do not even reach two minutes. However, this union between advertising and music has also given rise to ads such as Cupra x Rosalía by Canada, exploring other ways of storytelling where sound is key. Through the reinvention of emblematic songs, brands manage to reach different targets, achieving greater impact while connecting with those who watch them.
Sources: Sedeño-Valdellós, A. M. (March 2016). The visual album as a new promotional form of the music industry: the case of Let England Shake by PJ Harvey and Seamus Murphy. Palabra Clave, 19(1), 105-132. DOI: 10.5294/pacla.2016.19.1.5
