OF YEAR DEADLINES!
people in advertising, radio & tv production, or anything media-related,
understand that around Christmas, the mayhem sets in. December was crazy
with new jingle projects to get done. One in particular was an auto
jingle for a local dealer. They wanted to "update" their old
jingle, make it more modern, and this time appeal to a younger audience.
Through a few different versions I provided, we ended up with something
close to a cross between the Goo Goo Dolls and the Gin Blossoms, with
a nice Joe Satriani-esque lead on top. I don't listen to songs on the
radio (I listen to mostly talk radio), so I am not up to speed on the
current top 40 dance/hip-hop songs that my client originally thought
we should aim for. When it was all said and done, modern acoustic rock
seemed the logical choice for grabbing a young audience.
If there's one thing that concerns me (notice I say "concern"
instead of "worry"), it's the concept of deadlines. Most folks
have a notion in their heads that somethings have to get done at a certain
time, when 9 times out of 10, there was no hurry in the first place.
As always, if you do have a jingle project (or any project for that
matter), please be sure to give enough notice so that the quality of
your project is manifested in it's highest potential.