Yes, a jingle place, that's it.

I was having a pre-softball game conversation with one of my teammates last night who was trying to make sense of what I do for a living, and after a few minutes and different ways of describing it, he said "Ohhh, a jingle place".

My only real answer to that was "Yes, no, well, maybe, OK, sure."

Can you really CALL what we do a jingle anymore? I suppose on certain occasions you can, if we were writing a local cable song for Big Jim's Furniture or Wallace Toyota. Obviously it's true if we're re-recording, updating, remixing a classic jingle such as the Mr Clean melody, or Klondike Bar song (both of which I have actually had the pleasure of doing).

But beyond that, how much can we truly use that term anymore?

According to dictionary.com, the definition of jingle in this context is a piece of verse or a short song having such a catchy succession of sounds, usually of a light or humorous character: an advertising jingle.

Very interesting choice of words in that, in that in most popular songwriting, I think the musician/composer is looking to make a "catchy succession of sounds". Absolutely there are exceptions, but in the mainstream, that can easily identify top 40 music for the last 50 years.

Even contemporary melodies that define a brand such as McDonalds, Intel, Citizens Bank (for you Northeasterners) are not really called jingles anymore, at least not by ad people. They are mnemonics, stings, signatures, etc. So although we often get called on to create something that will sonically brand a client, never have I heard the term jingle in 4+ years of working on the music side of advertising.

What I DO hear, and what I really think defines modern thinking in advertising music, is "make it sound like a single, that just fits perfectly to our picture!"

It's a really interesting proposition, and also a challenging one. Thus why music companies can no longer provide a sketch, or a rough idea. Due to the basic nature that clients want to hear something that can be presented in the same breath as a mastered single, the track needs to have a first impression that it IS one. Even though it's not been written by a band/artist (or songwriter, see previous blog post), it's been written, performed, mixed and mastered by a freelance (or staff in some cases) composer in combination with the music house.

Really it's a fascinating proposition. Create a single-quality song or sound, however, make it :30 seconds, and in 48 hours (this is average, to be fair it's typically longer by a day or two).

However, this is also to me what makes it so enjoyable. Combining the talents of composers with artists, songwriters, producers, session players. It's a little microcosm of the entire process of creating an ad, on any medium, that happens all within simply making one track for presentation.

I can only wish that in the future as this trend continues that clients will become more a part of this process, and see for themselves not just the challenges, but the joys that can be found in all of that. After all, if you're taking the time and money to make something that is synonymous with a single, don't you want to see it happen? Be part of the creation? Have a moment with a fantastic bass player? Guitar player? Cellist?

Time will tell! But to add to all the confusion that I'm already throwing at you via this blog, you need to then factor in the dreaded combination of musical tastes, musical naivety and just lack of interest that can also come to play. This will be discussed...next time.