Why do we remember songs from the ’90s and early 2000s and why do we associate them with a series of moments and feelings at the time? And why are there songs that we never get tired of, while others seem dull right from the start?
There are songs that never ceases to surprise us because we like the sequence of notes, the rhythm or sudden changes in intensity. We listen to the same song several times and it surprises us every time. There are songs that offer storytelling that intrigues us, that amazes us and songs that don’t convey any feeling or, conversely, are intriguing in a negative way.
Music can surprise us as a result of the mode of action of the brain that forms its patterns and tends to categorize certain sounds and causing expectations, having as models songs that you’ve have heard in the past. This tendency is known as auditory illusions.
Since living in the womb, it is formed a musical scheme, which it will be amended and updated throughout life, every time we interact with music. Musical culture begins to develop from early childhood, when the brain starts to filter the information received, storing only the most important.
So our preference for a particular genre can be explained by influences admitted in childhood.
But this does not exclude the possibility that in old age these preferences might change. When I was about 14 years old I was listening a lot to rock, then around 18 I started listening electronic. Now I listen the both of them.
When you hear a song and it almost feels like somebody is pushing us to dance, this is because the pace is noticeable and uses techniques to create energy and vitality. This is one of the issues encountered in almost all the songs that are in music charts, songs that have glue to the public.
Glue isn’t all about the graph of the song, the score, but the interpretation of each artist and this is most easily seen in classical music concerts or in the difference in interpretation of the same song, on the one hand by a novice and on the other, by a professional.
I studied piano eight years and participated in competitions frequently. To develop my skills, my teacher gave me lighter music sheets, regardless of my astonishment. Later he explained that the aim was to develop my interpretation abilities in a way that can arouse emotions even with a piece that does not require agile fingers.
He was demonstrating me that, through a good interpretation, any sheet, even one of a low-level, can have a remarkable effect if it is in the right hands.
Leaving aside classical music, as an example, take the interpretations of the song “Twist and Shout”, recorded by the band Isley Brothers first and then the Beatles. Even if they follow the same score, with small, almost imperceptible changes, they are different in style and in the emotions transmitted. The interpretation of The Beatles may seem attractive to some because of John Lennon’s timbre, the main voice, but certainly, both versions are original and may not be reproduced in its entirety.
The most interesting aspect in music is its usage in branding. By exploiting sound, a brand can become stronger.
To ensure their individual impact on the market and in the minds of consumers, a brand is not enough to speak and to write down its benefits and product details. Building a brand is similar to composing a story, must be used as matching multiple items to attract consumers and keep alive their interest.
Branding history has educated consumers in a way that they were taught to appreciate more the story than the price or the benefit.
We are more tempted to buy a product that has a story, but it is more expensive than the one that does not differ in this aspect and it is cheaper. And that’s because we all seek refuge in these stories, an escape from everyday life. They are creating the illusion that we are approaching the situation described if we buy the product. But that does not mean it is less important the product’s benefit. Without it, it cannot be constructed stories and cannot be gained consumer confidence.
Coca-Cola is a brand with a great personality that does not adapt to trends but creates them. Coca-Cola has built an image that is associated with music very easily.
Some time ago I made an analysis and one of the questions I wanted to answer was how important is the music commercials for consumers. Music and story occupy the top spots in the preferences of consumers (72.3%), followed by the slogan, graphics, and ad text. It is important to note that both the story and the music have obtained an equal number of votes, which supports the hypothesis that the story is supported by music and together form the success equation.
Here are the results:
If we heard a song for the first time and we were asked to compose a narrative, we probably would be able to create a story, but each one of us would create a different one.