"Music is the art which is most nigh to tears and memories."
~ Oscar Wilde
Have you ever been out and heard a song somewhere on the radio or it's just floating on the air and it's brought back memories of childhood, events or just significant moments or stages in your life?
I don't know about you, but for myself and for most people it's a pretty common occurrence. Well...as you get older it is anyway. I find that as you get older these moments or flashbacks happen more and more. And if you have children, you know when you're getting old and daggy because they'll remind you very quickly 'that song' that you're playing is really, really bad and uncool! If you have older children, you'll know what I mean, and if you are still in the baby stage, trust me...your time will come! ;)
So I've been in the last weeks of organising our high school reunion and I was sitting there thinking about how it's coming to the final days that ticket payments are due and to remind the stragglers that if they want the opportunity to connect with high school friends and reminisce about the 'good old days', then this was their last chance. And then this song from the 80's pops into my head. So I'm playing this song on Youtube and my husband just gives me that 'look' and said what a horrible song that is from the 80's and then my daughter pipes in when she hears that music and says "Mum, what is that horrible noise?"
Now I was rather taken aback by their response, but rather chuffed at the same time that this piece of music from my teenage years evoked such strong emotion. That's when I knew I had the right song for my high school reunion reminder! Some of you (who are old enough) will either love or hate this song from the 80's. For me, it's kinda a daggy, but I still love it!
Of course, the reason I chose this song is because I wanted a piece of music for my video that resonated with my generation and sent a particular message. I know who my audience is and so it was important that the music evoked the right emotions that made that important connection--a connection from the 80's--a connection to finish off our high school years and the beginning of a new chapter in our lives. And, it's not only the songs but just looking at the way we dressed back in those days--wow--scary, but that's who we were back then and we thought we looked pretty cool (like all teenagers think they do).
So what does this have to do with customer connection? Well if you don't already know, music is a really powerful way to connect with people when using video for marketing and especially storytelling. For me though, a storyteller geek, I'm fascinated with the science behind storytelling, and if you are too, you can read this interesting post on the neuroscience of music. It talks about our neural response to music, which also affects other parts of body, not just our brain. But this article also talks about how music is a power neurobiological tool we can all use to change mood, mindset and behaviour.
When I create videos, music is one of the most crucial elements. Music enhances my ability to evoke a specific emotion and elicit a specific response. I will literally spend hours upon hours listening to music just to find the right piece that fits in with the story I am trying to tell or the message I am trying to convey (it's equally important for background music too).
So the next time you're looking to either create content for your blog posts, or create a video, try using music that relates to your target market, the theme of your video, or the message you want to send out, in order to make that connection with your customers.
Have a great week!
Kerry :) x
*P.S. Please remember to respect Copyright laws when using music in your videos. The video I created was for personal use and not for monetisation. All music I use in video production for clients I pay a licence fee or use 'Free' or 'No Copyright Music'.