After The Jingle: The Truth Nobody Expected

For five episodes, MAD Conversations has heard from the composers, the producers, the sound engineers, and the regulators. The people who built Ghana’s most iconic jingles and the people who approved or rejected them.
This time, we hit to the streets.
We stopped real Ghanaians and asked them one question: do you remember the jingle? Most did, some didn’t. And what they said on those streets led us straight back to the studio, where we brought in two of them to take the conversation further.
Mawunya (Gen Z) and Raymond (millennial) sit across from Abeiku Dadson to dissect the question every brand manager, advertiser, and creative director wants answered: Did the jingle actually work?
They talk about the ads they still remember word for word. The ones that annoyed them into muting the TV. The ones that followed them to the supermarket shelf. And the ones they sang at parties; long after the campaign had ended.
What they say is not from a focus group. It is not from a research report. It is the unfiltered consumer perspective - two generations of it - and it will change how you think about your next campaign brief.

MAD Conversations - Marketing. Advertising. Digital. Design.
Ghana’s commercial creativity - documented.

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Transcript

SPEAKER_14 0:00

What's a jingle you can say? You can literally put the buttons. Yeah, exactly. Like it wasn't just the trial, it was the soundtrack behind or two arts that you guys remember.

SPEAKER_13 0:22

It was fun. Oh well, and we're back in primary school. We used to joke with that. So if maybe you say something to someone in the chat, you have then become like, oh well, I'll have you with the market and influence. Not necessarily the sound gets a white outfit. Yes. Okay, let's end this. We always dance because we always say it's all but I'm behind it.

SPEAKER_10 1:23

We're back again with another episode of Mad Conversations. And as you know, this season, every episode, we come your way with the people who have been in the room and done the work that we're discussing: the jingles, music and advertising. Your favorite ad, my favorite art. And we've spoken to several people. You've heard from the producers themselves, you've heard from the artists themselves, those who composed the ads. We've also heard from the regulators. But there is a question that lingers that we have not really got into, I believe, which is does it really work? And so today, on this episode, we are going to hear from these people that the ads were made for, who were not in the boardrooms, who were not in the um creative sessions that that when when the ad was being made. But to start with, we went to the streets. We spoke to several of them. We met them on the streets, we discussed with them, we asked them if they recall your work, if they recall the ads that we all recall. Most of them did, some of them didn't. But we brought two of them into the studio from two different generations. And I believe that every brand manager I'm listening understands why the different generations are quite important to the conversation because in Ghana, the two different generations are more like two different countries. And I'm sure you'd hear it on the conversation. And so I have with me here Raymond, who is a millennial, and I have here with me Maunya, who is also a Gen Z. Today we are speaking to the people the ads were made for. After the street interviews, we'll get back to hearing the conversation.

SPEAKER_07 3:21

Okay, let's try another ad again.

SPEAKER_19 3:28

Oh okay, yeah, yeah. We'll add it. I don't know if it's a washing palm now. Yeah, yeah, yeah. It's a washing bomb.

SPEAKER_07 3:34

Okay.

SPEAKER_06 3:38

What is it? Gino. Okay. Okay, okay, okay, okay, okay, okay. That's nice. Anyways. Yeah, yeah, yeah.

SPEAKER_07 3:58

So you know it. Okay, okay, so you know, okay. Um, so you remember it?

SPEAKER_11 4:06

Yeah. Where's the boat for that? I don't cool.

SPEAKER_07 4:09

Yeah, yeah, it is, it is. Okay, okay, you got it.

SPEAKER_02 4:12

Um yeah, okay. So it's all um it looks like I don't know, this uh washing something.

SPEAKER_15 4:32

Sunlight, sunlight, or sunlight. Yeah.

SPEAKER_07 4:42

Yeah, the mixy chocolate. Actually, made me try it, but I hated it. But I I changed it. So oh yes, I have, but maybe I can't remember. Yes, okay.

SPEAKER_06 4:54

I remember an art that I saw and I recommended it to my dad. Oh, because he saw the adult. Yeah, yes, yeah, okay.

SPEAKER_01 5:01

From granny to me, from me to my deal, yeah.

SPEAKER_07 5:07

That's nice. Um, yeah. What did you buy? The biscuit biscuits, you can't really tell. You can't remember.

SPEAKER_05 5:15

I mean, buy something. I buy it because of the value, not because of what you had, yeah. What I had of yeah, I what's it will help me. So maybe I'm going to cook food, and I think you know help me. Yeah, yeah, yeah. Let's get it. I don't really mind whether it's there's a hair something, yeah.

SPEAKER_07 5:31

Anyways, the Indominut. The Indominus okay. Did you buy Indomie because of that ad?

SPEAKER_11 5:38

Oh, yeah.

SPEAKER_07 5:40

Yeah, you bought Indomit because you had the jingle from that ad.

SPEAKER_11 5:44

Yeah, the song was nice.

SPEAKER_07 5:46

Can you sing the song?

SPEAKER_18 5:49

No, same the Gino. You bought Gino because of the yeah, I was in a brand. I walk into the shop and I'm like, I want something like uh tomato paste, so I want any tomato paste.

SPEAKER_01 6:06

Yeah, so from what I said earlier, if it wasn't for that ad, I wouldn't have known there's an male code ideal. Okay, so they are really important.

SPEAKER_07 6:16

All right, yes, sounds that come with the ads are important, yeah.

SPEAKER_05 6:19

Okay, so yeah, yeah, of course. Okay, for me, I'm I'm I'm a content creator now, so I edit videos, so that one is we call something hook, you know. That yeah, audio hook, it just brings something, you know, yeah, and makes you feel full, something like that. So yeah, it communicates, so it's important, yeah. It's very important.

SPEAKER_07 6:37

Okay, have yes, it is. So if you have an access, you have to put a jingle in there.

SPEAKER_06 6:41

Yes, because right now that's what is helping us buy from see right now, it's like most of the influencers are helping most of the brands to do like ads and all that, and because like for example, maybe an influencer and I like you because of that, I would like to try the product from that particular campaign.

SPEAKER_07 6:59

And if it's nice and I'm trying to wear something, and I remember that oh you heard that somewhere, you're gonna buy it.

SPEAKER_12 7:05

Yeah, um, a bit curious. So I would buy for the first time because of what they are saying in the ad, yes, yeah, the society.

SPEAKER_17 7:16

Why do you why do you think that? Well, you know, trying to put out a trend, yeah. Trying to put out something that would um for instance the whole Gino ad came in years ago. Yeah, but anytime I hear it, or anytime I move into any shop, I'm still, you know, anytime I go in for a tomato piece, I know I have to go in for my geno.

SPEAKER_15 7:38

I feel like, yeah, it's very important because um as a company starting up, yeah, at least some things like this would have to push, help push the company and promote the whatever brand. So I think it's very necessary to add jingles and all whatever.

SPEAKER_00 7:59

I think children, sunlight, sunlight, uh there's not something about sunlight.

SPEAKER_06 8:04

Uh okay.

SPEAKER_07 8:13

Yeah, it's this is this certain one. Um 5100.

SPEAKER_05 8:19

Uh-huh.

SPEAKER_07 8:20

We don't wash, video wash, video wash.

SPEAKER_05 8:24

What is the cover in my head? Is like this beat us. It was this. Yeah, yeah, yeah.

SPEAKER_11 8:32

Yeah, I remember I used to remember the cowbell song. Yeah, yeah, yeah. That one.

SPEAKER_02 8:39

That's the one I remember.

SPEAKER_11 8:40

I've forgotten. I think they used to have a whole song for it, but I forgot they did, yeah.

SPEAKER_07 8:45

Okay, okay. I don't know the jingles. I don't remember anything.

SPEAKER_06 8:52

Okay, I know. Right.

SPEAKER_07 8:54

So the mixy chicken. Oh, okay. So the mix the mixy chicken is what comes to your head. Yeah, the Gino Hard. The Gino Hard.

SPEAKER_12 9:03

My childhood. Yes, the the sunlight. The sunlight. Yes, yeah. It was so like it was it felt good hearing them and then singing along.

SPEAKER_10 9:15

Just for context, these two very amazing people I have with me. Uh, there's a there's an age gap, but I'm not gonna mention it, but I'm not gonna mention their specific ages. Um, but one is Raymond is a millennial and Mauna is a Gen C. Right? And so for and it's important for the conversation we're about to have so that you understand um contextually how acts or jingles, as we've been discussing, have affected generations over the years. So, ladies first, right? Mauna. What's a jingle you can sing right now without thinking?

SPEAKER_13 9:58

Sing. I don't go farming.

SPEAKER_11 10:08

You know, that's that's my favorite jingle.

SPEAKER_13 10:10

I really I actually hate it.

SPEAKER_11 10:12

You hate it?

SPEAKER_13 10:12

Yeah, it's annoying. Why is it annoying? Because they kept playing it over and over again, like every day, every time, and I don't know about it was on every channel. GTV, um TV3, like most of the channels you would really run to when it's time for ads, the first, and they always end with it. So I didn't enjoy it so much.

SPEAKER_10 10:41

My ad meant we are in trouble though. So it's it's it what I'm hearing right now is an issue of ad fatigue. Was it annoying in the beginning? No, no, no. I agree. How long would you say you heard it for? Was it over a period of three months, six months, or a year? Or was it like a whole year? Every time you turn on your TV, I don't go for anything.

SPEAKER_13 11:07

I think it was like a whole year.

SPEAKER_10 11:09

It was like a whole year. Wow. And that that started getting irritating for you. Yeah, you remember the ad? I don't go. Yeah, I do. Okay. When was the first time you heard it?

SPEAKER_13 11:24

I can't remember.

SPEAKER_10 11:25

But when was the last time you heard it? I can't remember. You can't remember either. You remember the ad. Yeah. You remember every single line of the ad. No, not exactly. But moving the catchphrase.

SPEAKER_14 11:38

When was the last time you heard it? I can't recall entirely, but probably maybe like 2018. 2018. There about.

SPEAKER_10 11:48

Were you also impacted negatively as now I was?

SPEAKER_14 11:53

Not really. It didn't really affect me because at that time I wasn't really watching TV as much at that time. Um, but yeah, I mean, study, school, that type of thing. So you know, I didn't really have the luxury of consistently watching TV to see the art. You know, so um that I feel is a reason why, yeah, or probably I didn't really hear it as much as compared to her. Yeah, pretty much.

SPEAKER_10 12:29

I see. So back the same question to you. What jingo can you sing right now? Without thinking, please don't sing that don't go on.

SPEAKER_14 12:38

No, no, that don't go on. Um, I love, I really love this ad, the cargo gym vitest ad. I love them so much.

SPEAKER_10 12:58

Was it the TVC itself or the song that drove the ad? What was it for you? I feel like hearing the descriptive the narrative you you're giving now, it's more about the the visual, not the the sound.

SPEAKER_14 13:11

No, I feel like both. Both. To be honest, I feel like both, because even out of not seeing it on the screens, like you could you can literally go to a party and a DJO play in cargo dance. Yeah, so it's it's like it wasn't just the visuals, it was the soundtrack behind it. I think the person that did that from the soundtrack to like the creative direction, like A1.

SPEAKER_10 13:39

Well, um, thankfully, the person that produced the ad, we had him seated right in this uncle Freddie Che Freddie's Freddie Ma. Uh he told us he told us the whole story about it and the Chinese guy, how they got him, the person who directed the ad and all of that. So um it's it's quite refreshing hearing you say that, and it's also quite refreshing to hear you talk about Adonko because we interviewed El Stone in our in our um last two episodes as well. It begs the question right now that how come for a Gen Z and a millennial, the two popular acts that you guys remember are alcoholic acts.

SPEAKER_14 14:25

Okay, I think um probably they really went hard on the market and like you know, pushing the the um adverts on not just I don't think just TV, but I think on radio too. And then maybe at like those times there wasn't social media, so it's like whatever sort of entertainment you have to rely on, it's either like TV or radio, so you don't have an option, you eventually see it. So that's probably how it sort of maybe let me say stick stick to our minds, yeah. I I think so, yeah.

SPEAKER_10 15:05

Because and I'm saying this because you are for your age, and I don't want to put your head out there, but for your age, you were pretty young when you heard the Adonko song, right? You were probably a teenager when you heard the adults, you weren't even a teenager, you weren't a teenager at all. So you heard it every time on TV for a very long time, over a year, and even now it's imprinted. Do you think it's had any form of effect on your on you at all?

SPEAKER_13 15:42

I would say, yeah, it had an effect.

SPEAKER_10 15:45

What effect is that? Apart from it irritating you. What effect is that?

SPEAKER_13 15:49

I when you see the product, you're like, oh yeah, I don't then you start singing the song at some point, or sometimes when you see the ad, you see when it came first, the brothers energy, and mostly watch it when it's time for news, and we all felt like bored and all that. So when you start, when they start playing it, like excited, at least you'd enjoy just that part before they move back to the news. But when they got to a time, I think it became irritated.

SPEAKER_10 16:27

You are, I don't want to speak too much to what the Adonko brand is and what the night they're trying to push with the ad. But you are an adult, you are a male adult. Would you say that you have been influenced in any way by cargo gym better or adonko ad to purchase the brands or even recommend it? Because I know maybe your your mom will be watching this. So have you thought of recommending it to anybody or has it come up in conversation? Oh, try this, Charlie. I hear it, I try out, or have you tried it yourself? I I want to know if you've tried it yourself.

SPEAKER_14 17:07

Okay, personally, I've actually not tried cargo gym beaters because I think cargo gym beaters, the time it came, I was not like yeah, I wasn't old enough, and then I don't go to it's like it's like beaters, so you don't think yeah. So I've personally not tried both products, but what I can remember very well was like looking at that point in time of my life, looking at the adults in my life, I think they were influenced by the art because I think they introduced some sashi, and you know, I feel like definitely the the arts sort of pushed like the product to the you know the audience, yeah, because then people it comes to light, and then people were like, hey, mommy, me pe I don't go. Like when they go somewhere, they're like, I want I don't go. Or I was thinking what there was, I think Alomo. Yeah, I think people to used to say, Oh, me pe Alomo. It was very popular at um Traw Bars, like when I went to eat or like Alomo for the road for the eats. I think definitely the ads sort of influence um you know the audience to purchase. So yeah, they probably pretty much did a good job. Okay, when we were growing up, there was a very uh popular ad.

SPEAKER_10 18:33

You don't drink bites, but uh the way you said I don't drink bites, I suppose you you eat it alcohol. Oh, occasionally occasionally, yeah. So I'm gonna push a little bit if you don't mind. So when we were growing up, there was a popular alcoholic um ad. I think quite ad also. But everybody getting now, I think B and no club.

SPEAKER_14 19:03

Do you take club here? No, you don't take club here, no one in southern I don't know. Oh, I I enjoy wine types and varieties. Remon is oral farming.

SPEAKER_10 19:17

Remone. Yeah, so you you you don't take club at all. Not once. Well I I have a few times. Yeah, but would you say that it's what what what what took you there? What pushed you to choose because when it when it comes to beer beverages, um there's club beer, there's star beer. And I think those are the two um longest beers that we've known in this country.

SPEAKER_14 19:48

Why club beer? I think it's causes the premier beer in Ghana. So I think it has nothing to do with the ad. No, not entirely. I feel like it's just like you know how there are some products that are just like OG stamped, like you know, that like okay, if you are going to have a beer, it has to be cloud beer. It's not an art, by the way. But yeah, yeah, yeah, cloud.

SPEAKER_10 20:13

They won't say no.

SPEAKER_14 20:16

Yeah, but yeah, that's that's from my perspective. That's how I I like I would see that narrative being pushed to me. So it's not I don't think it's is it's cause of the the art per se, but I think cloud too, they do like frequent art. Yeah, yeah, they do. So maybe along the line, I think their most recent one was Taylor Towers. I can't really remember, I think it was Taylor Tours like football or something.

SPEAKER_10 20:43

Uh I think they were running this Charlie campaign where they were trying to target very young corporate people or whatnot, like middle-aged guys and all of that.

SPEAKER_14 20:54

Yeah, yeah. So I think with that, it sort of gets the younger guys, especially like at sports bars, maybe when there's a game. I think that's when beer sort of comes in handy. So yeah.

SPEAKER_10 21:13

Has has any I mean we we've spoken specifically to certain brands? I'm sure you remember the indomit. Okay. I'm not going to be specific because it's like we are giving the brand sellers of leverage. But has any jingle or any music advertising pushed you to make a purchase? Like you enter the shop, you buy to purchase something, you look on the shelf, there are options. You set your eye on one of the products, and immediately you're like, oh, I'm gonna get this. And maybe later on you think about it and realize that ah, I got this thing not because I thought it was a good product, but say. But I've heard the name several times and so for recall purposes or if whatever influence you purchased it even without knowing.

SPEAKER_13 22:11

Indo me eaten indomet before the ad, but I think that made me get get it more because it I think the words in this like it your way or something like that, indomit your way. So more like when you are cooking it, you don't really need specific ways of doing it. So you just do it however you want. And I remember I used to cook it my way. So when I cook and it's not nice, then I'll take I like it like that way.

SPEAKER_10 22:47

So so for you, it's induming, but it's not necessarily because of the of the yeah, and I think um cowbell to which one? Which cowbell? Is it a cowbell?

SPEAKER_13 22:59

Cowbell, yes.

SPEAKER_10 23:00

You have you yeah, tell me about that. You purchased it because of a swan.

SPEAKER_13 23:05

Yeah, it's also fun. Cowbell. I mean back in primary school, we used to joke with that. So if maybe you say something to someone in the chat, you have then they come like cowbell, owl, so like sometimes you buy it just to tease someone like carbon, our milk.

SPEAKER_10 23:27

Oh I see, I didn't know that.

SPEAKER_13 23:31

I think that was what we used to do in privacy. So sometimes we come home, you just want to tease your siblings with it, so like just buy it on the way and just come and do careless milk, and you know they mix the milk with just water, yeah, just to get the wine, yes. We because we are doing it in the ad, we also want to do it at home.

SPEAKER_10 23:55

Yeah, it's interesting, Raymond. How about you?

SPEAKER_14 23:58

Um, I think um most most recently, Kivo.

SPEAKER_10 24:02

Um Kivo, what's the air shit?

SPEAKER_14 24:05

Yeah, that definitely has influenced me purchasing kivo. Really? Like, hands down. I'll just give me Civil and I'll be like, yeah, that's the product. That's the right one. Why? Yeah, because I I don't know. They are their ads are quite catchy, and their songs. I think they have the Kivo Hope Show one, and then they have a Kudus one to write, yeah.

SPEAKER_10 24:29

So you get the the diary mix, is that what they call it?

SPEAKER_14 24:33

The soak the one for soakings, yeah, yeah, exactly. So for keyboard, yeah. I feel like their songs, yeah, it hits the market, it hits the market and you know influences us to purchase 100%.

SPEAKER_10 24:50

Wow, yeah. That's that's that's that's quite an interesting insight because um I think Gino, sorry, Kivo have done very good in pushing their products to their masses. Um I didn't quite think that their jingle had made that much of an impact. And so here, this is very insightful. But is there any brand that you don't use, but the you you know their jingle, but you know that this product, not alcohol per se, but you there's an alternate product, and so when you go, you know, let's say, let me use a kifo example, like you know the kivo products, you know another brand. Let's say uh there is this other guy, H. H. Yeah, okay. Let's say there's H Hivo, you know, you know, I mean this is an example, you know the Kibo art, but you're still going for H. Is is there do you have any products like that?

SPEAKER_14 25:53

Um, not that I can think of on the top of my head. Yeah, Nanya, how about you?

SPEAKER_13 26:00

The now needle. So instead of like getting the Carwell session, you can just get the needle, yeah.

SPEAKER_10 26:09

Oh, so even though you know Carvel, when you go to make a purchase, you know Carvel now, but now you've outgrown the whole phase of buying it to someone. So you're going for needles of cowbell. Why?

SPEAKER_13 26:22

I don't know.

SPEAKER_10 26:23

Do you feel like you have your whole needle is premium?

SPEAKER_13 26:28

Carvel is more childish. Yeah, I how now they are focused on their coffee. I think their milk is kind of now, they don't really promote their milk so much. I see the coffee, so I would rather go in for needle.

SPEAKER_10 26:48

Yeah, what I'm hearing is you are very driven by marketing or product advertising. So the way a brand markets their product influences your your your buying decision. Is that what it is?

SPEAKER_13 27:02

Yeah, it does, and then packaging.

SPEAKER_10 27:06

Does it does it give you some level of trust in the product? I want I want to understand the dynamic.

SPEAKER_13 27:11

Yes, it does, but now we are moving on to the influencing side. So I really get convinced when you see um certain influences, like who? I don't want to mention name okay. Some particular influences use certain things, then you get, oh, I think that's actually good, or sometimes how it looks also, like the packaging also attracts, like needle. I've not really seen any art from needle. I I don't remember one.

SPEAKER_08 27:49

But it's not premium to you, yeah.

SPEAKER_13 27:51

Like the way it looks so yellow, and like it just looks nice. I don't know.

SPEAKER_10 27:56

So there are tiered influencers, right? Yeah, like there are the the uh the big ones, like I can't mention Nathan McBrown um across the tour. They are top top tiered influencers, right? And they are the social media influencers that we know who have large following, right? Yes. Are you more influenced by the top-tier influencers or the social media influencers who are more within your age group?

SPEAKER_13 28:24

The ones within my age group.

SPEAKER_10 28:26

The ones within your age group. So if Nanama Vibar is selling kibo to you as much, you're not as you are not drawn to it as much as the gentleman who does the kibo song. There was this guy who was doing yeah, a lot of ads for Kibo on on TikTok. I don't even think it was an ad when he started. It was just I think he was just creating content and it became it blew up.

SPEAKER_13 28:49

You're more influenced by um his content than those of yeah, not um the ones with my age group. I think that's but the older ones, I think I just can't really relate with them. Like the way you would see Mac Brown would just need to be different from the reality. So the way my mom might see um Gisela is different from the way she would see um maybe Mac Brown again.

SPEAKER_09 29:23

And vice versa, so the way you would see Gisela would be very different from how you see Mac Brown.

SPEAKER_13 29:28

So I would rather get influenced by probably Gisela over then my mom would get influenced by um maybe Mac Brown, but I don't think Gisela can really convince my mom to purchase something.

SPEAKER_10 29:46

That's interesting. So is it the same for you?

SPEAKER_14 29:50

No, I think for me, I'm influenced by both, but I think it depends on the product. So um, let's see, background like this with high sense. Yeah, if I see my ground doing like a high sense ad, I feel like, oh yeah, premium stuff. So I need to get like a high sense product. But at the same time, I'll see the Kivo guy, the Tubai Sh guy, or yeah, or the the the guy that does the bell colour, the guy um other guy, yeah. Yeah, there's a guy that does like a bell colour ad on TikTok or the Kalipo guy, the guy that's uh now you they do mean Kali Kali, yeah. So I'll be influenced by both. It won't just be just um top-tier influencers and then maybe those that are sort of age bracket-wise, but it depends on the product and what type of influencer is it.

SPEAKER_10 30:50

The differentiator is the product, yes, and you are associating high-end, more expensive, not high-end, let's say, well, let's let's just say high-end, more expensive product to an older generation influencer or is it because the cost involved is higher when it comes to a product like high sense, a team or a fridge? And so you want someone who actually understands the cost of it to tell you that this is good to purchase than spending five CDs on say a sachet of needles. Is that what it is?

SPEAKER_14 31:34

Um, I think that um yes and no. So yes, being that um the OG influencer, right? I feel like the the marketing departments of the products themselves, they sort of do their research and figure out that okay, this product will appeal more to a certain target audience. So they look for like an influencer that would reach that target audience, right? Um, so for example, I think I don't know if you remember the do you remember the Deluxe paint ad, paint, yeah, every paint, we paint it, yeah. Pretty much. I don't think if like a younger generation influencer did that ad, it will sell as much. Yeah, because I think yeah, that's so that's what I'm trying to say. I'm trying to see the marketing departments. I feel like they they look for someone that will appeal to a certain target audience, but for you specifically, I want to understand why.

SPEAKER_10 32:41

Well, as for the marketers, I I've sat in those rooms and I understand some how some of those dynamics go about, but I want to understand from your perspective, especially why does McBrown keep selling a product like Hisense, which is which might cost probably 7,000 to 20,000 or so to you, it gives you more comfort and more credibility, right? In being influenced by rather than because you have said earlier, and I'm asking this question based on what you have said. You have said earlier that because um it depends on the product, the differentiator for you is a product. So if McBround is selling high sense and the Tubashishi guy is selling, you don't mind, but if we flip it around, you would mind, yeah, right?

SPEAKER_14 33:35

So why is that because Mark Brown is associated with big bigger brands, so I I I have that trust to be like, okay, what she's selling to me is a good product, as compared to Tubashishi, which you said is like um he's doing content in TFA and alpha, like it's not really like tailored towards necessarily the product. I feel like it's also for their gain. I don't know if it makes sense, but yeah. So when you say their gain, what do you mean? Because I mean they are I don't use the I don't use the like some words like maybe up and coming or everybody is doing their own thing. But I think that they are not on the level of Mark Brown, they have built a lot more trust in class. Yes, exactly. So if Mac Brown sells something to me, like that's an ad and it's selling something to me, I'll tend to purchase quicker, even if it's relatively expensive, as compared to Tubachi, who I don't think can sell me like a more expensive product. Yeah, because based off of his track record, I'll look at okay, what um brands has this person work with. So if let's see, tubachi starts marketing for let's say piva, right? That okay can influence me to change like from drinking maybe let's say bell colour to piva. But if tubachishi was to just wake up and I'm seeing Tubachi ads doing um, let me see, maybe like a Samsung ad or something, it wouldn't necessarily push me to. No, it wouldn't. But if someone like Mac Brown Acrobato is doing that ad, I'd be like, oh yeah, oh. Because I feel like these um like Mac Brown Acrobat's, it's not just a job for them. It's not just like we are just selling, it's like credibility is on the line, you know, like a lot of their OGs and a lot of OGs to watch watch them. So like an OG wouldn't want to go and purchase something that would sort of end up not being a good product. Raymond, let's unpack this a little bit because you just said something that has struck a chord.

SPEAKER_10 36:02

You're saying if and apologies, I'm not I can't recall the name. So uh sorry if we the tubashishi is not really your name and you don't appreciate it if you see this, but you're saying that if Tubashishi and air quotes, he wakes up one morning or you wake up one morning and you see an ad by Tubashishi promoting Samsung, you're not going to be moved by it because you have known him for promoting a certain type of product. Let me ask this question. Samsung is a well-established product, right? And I believe in context of what we are discussing right now, the conversation we're having, regardless of who markets the product, as long as they get the message right, I don't think the person who is pushing it should be a barrier. I need you to help me unpack it. That's why I'm choosing my words carefully.

SPEAKER_14 37:09

Okay, um, so it's not necessarily that the person marketing is going to be a barrier, but let's say tobash or younger generation influencers, right? Yeah, let's say so. Like she said, but you you are part of that audience because Nanama McBrown are crowded, they are like our parents, yeah, right.

SPEAKER_10 37:43

They are 30 years plus older than who we are, right? Um, these younger guys, like the examples we've given, they are within our uh age range. I believe that if Maunia is moving out of a parent's house at any point in her life and she's done with school and she's setting up, and an influenza, like um you mentioned Gisela, I suppose you like her in markets or promotes a product like um TV. Recently I saw one of them, um, I think both of them were moving into their new regular apartments and getting a couple of things. Some brands actually sponsored, I stand to be corrected, but some brands actually choose, and these are established brands to give their products to them so they can talk about them and say, Oh, this man gave me this. And immediately, people like Manga who follow them, it's imprinted in her brain. So the next time they want to get a TV, if she moves out and she wants to get into, and there's the reason why these people are called the T-Wetters. Ama Bella said nobody should look up to her, she has she's not a social media for no way to look up to her. So, but for the purpose of the conversation, then the truth of the matter is that people do look up to her. People want to be like her. Yeah, so if someone like Maunya has moved into her own big girl apartment and she wants to get a TV, I think that that easy recall would come. Oh, you know, uh Bella moved into her new apartment, she got this product. I think maybe she might not be able to afford it. But the brand recall, what a brand has achieved, is the recall that most times brands go for, right? Yeah, so again, I'm trying to push a bit on this bit because I I the purpose of the conversation is to get insights. Um, a lot of most brand marketers are listening to this. What you have said, I'm sure a lot of them will find very interesting. And so I want us to unpack it a little bit, we'll move we'll move away from it. But I'll I want you to tell me how you feel really about some of these dynamics.

SPEAKER_14 40:03

Okay, so for me, like I said earlier, is yes and no, in the sense that if um Princess Berlin was marketing something to me, I'll purchase. If MacBook was marketing something to me, purchase by the interest in the product. But yes, exactly. So um, it doesn't also entirely mean that if Princess Berlin was to market maybe a product that I deemed is um let's say relatively more costly, I would not purchase. But then I was looking at it from the point of view that um maybe our parents, the OGs, will not be so much influenced by yes, yes. So I think that was the point I was trying to you know drive at. Yes, but it's not like I wouldn't necessarily purchase because yeah, I get that, yeah. I get that.

SPEAKER_10 40:57

I I think that, and it's the reason why for agencies, well, now these days most agencies um have influencer managers, people who actually list influencers and they have categorization. So um back in the when influencer marketing started, we did this tiered influencer kind of thing, like I've mentioned earlier, and they're regarded like the tier four people uh who like movie extras who just come in and do things. So I I do believe that they know what they're doing. I like I said earlier, I just wanted us to push a little bit so we can uncover that insight a bit more. Um for you, agency haven't heard cowbell hour milk in your very formative years. And going up to hearing the indomie ad. I'm sure you heard that when you were a teenager, right? Indomie. The indomet. Or was it around the same time you heard the cowbell ad?

SPEAKER_13 41:58

No, I think I recently had the indomet.

SPEAKER_10 42:02

Hey, people are calculating on age. I won't I don't say you must be able to calculate your age. But uh this question that I'm about to ask, I want to I want us to I want to understand essentially what an music advertising or the music in any advertising should feel like to influence you, entertain for you, right? But I want to throw it to you first. What do you think right now, if any brand supposed to influence you to purchase the product, what do you think should be the thing that should get you?

SPEAKER_13 42:47

I feel right now, as I said earlier, we are more focused on um these influences and um people other people influencing our purchasing decisions, and that has to do with so not necessarily um music, so I don't really need any music to push me to buy a product. Um recently Amabellant said something about a drink. Um I think it's alcoholic, it's it was a sound. People are using it, do they recognize you or something? I've gotten a brand she mentioned, but you realize that people started purchasing it, and some people would hold it and then use the sound. So I I I'll be pushed more on like who is using this, yes, who uses this, and as he was saying earlier, I think now our parents, the older generation that would be looking up to Mac Brown. Um and the OJ's in the industry. She pronounces her name Mc Brown. Mick Brown.

SPEAKER_10 44:06

I like it so much too. I I like to maintain McBrown. I'm not Mick Brown.

SPEAKER_13 44:10

Mick Brown. So when you are looking at now, our parents are not buying things anymore. We are the new generation. So we because the Gen Z, I think the older Z should be like 28. Yeah, if I'm right. Yeah. So older Gen Z.

SPEAKER_08 44:33

The older Gen Z turning is turning 30 this year.

SPEAKER_13 44:36

Oh 30. You should have your house. Not I didn't mean to have it.

SPEAKER_10 44:55

They should have like purchasing power.

SPEAKER_13 44:57

Yes. So 30 should also be interested in the paint, like painting their homes and all that. So it actually did depend on um how they use it. So we have influenced, we have lifestyle influences, we have content creators who use like maybe tech, yeah, based on tech. So if someone who influences this whole tech creates content on this um tech product, and I see that person using or recommending a Samsung, I think that would push the older person to buy it, not maybe the person you are mentioning, too much or something. Yeah, it's he does um dress. So if Gizala, lifestyle influenza, moved into her apartment and she's updated, okay. I bought these cartons from this place, and then I got this TV. I know that long run I'll get an update on the TV. So she creates content of her life. So maybe in the next two years, two to three years, if that TV so long. Exactly. Or maybe she tells you, Oh, okay, the warranty had not, so I got a new okay. The warranty works. So I think that would that's what to push me, and generation should be buying things, and probably would not need my Meg Brown or Acrobat to anything that relax, yeah, Kradic painting. I will not.

SPEAKER_10 47:12

I have a very interesting floor question, but I want to take you off.

SPEAKER_14 47:16

I think she made very solid points. Um, but then I think that even in regards to you saying the older gen, like the very oldest Gen Z should still um purchase, should be purchasing, right? I think that regardless of um you know the ability to have um access to influencers to do the marketing, it would still make sense that they still use the traditional way of advertisement as well. So in in that sense, the music will still play an important role because still radios function. Radios have like a no disregard to people that take trotsky, but yeah, people taking trotsky will listen to radio, right? They can still get like their ads in to the radio, which will end up re uh meeting the targets and the trotskis and public transportation.

SPEAKER_13 48:13

They don't play radio stations in Tratra, they play their Bluetooth music. Exactly.

SPEAKER_10 48:20

True. I wanted you to learn, and even with the passengers themselves, everybody gets their car, they have easy. I wrote an article about it. Um well, some time ago in LinkedIn. Everybody sitting, they have they are listening to some podcasts, they are watching some YouTube, they are watching TikTok. Yeah, you know, it I used to want to get on public transport back in the days because someone can just say, hmm, my hammer, and then the whole there's just commotion because there's a piece of news item that is coming through the radio on in the car, and someone is just like ah, and then it's facts a whole conversation, right?

SPEAKER_14 48:57

Nothing is is no more, right? Yeah, but don't don't forget that the ads don't. I mean, I just use radio as an example, but don't forget that now we have YouTube ads which you'll be forced to watch. Yeah, you will see the LazyPinty ad. Okay, that's true. Yeah, that's true. So if you are not using premium for let's say um maybe YouTube, I think Audio Mark too, they do ads. So one way or the other, you still end up finding the ads out there, they'll find a way to get it to you. I personally think that the fact that there's the the the power to use the influencers shouldn't necessarily get like um let the people that market their products forget entirely about the traditional traditional way.

SPEAKER_10 49:45

So you're saying that you as a millennial who grew up on traditional marketing and grew up on some of the very great um jingles, yeah, you are saying that it shouldn't contrary to what she's saying, yeah, it shouldn't advertisers and brand market brand managers shouldn't entirely do away with it. Yeah, yeah. They should still do their influencing bit, but still keep the interest of some of us.

SPEAKER_14 50:14

Yes.

SPEAKER_10 50:15

That brings me to my question. I'm glad you said that. Because when she said that, it got me thinking, is this a case of nostalgia? Because sitting here, when she said that, my heart broke. Because, first of all, some of these arts that we're talking about today shaped it, was a it was a cult, it was a cultural shaping moment. You remember that art? Yeah, a number of them, right? We hear them now and we dance to it, and they're bringing memories, and you hear cowboy, uh look and you remember some colleague that you teased there, you know. It's great, right? So it shook me a bit, but I also thought about it. She made very solid points. Should we hang on nostalgia and just say that, oh, give us the act? Or it's really about the fact that if you do a really good art, someone said yesterday at an event that I was there, and um I'm gonna give him a shout-out because it's my guy, Jason Nati. Um he's a creative actor, storytellers. He said that a great art is true to culture. And I think that most of these arts that we are talking about today, they were true to culture back in the days, and it's why we are talking about them now. So, is it that it's it's a question of nostalgia that is why we want to hear all these arts actually do work?

SPEAKER_14 51:54

I don't I don't necessarily think it's a question of you know nostalgia because just as she said earlier, the same way um new age influencers would um you know see something and will stick in mind, it's the same way like a sound by or a jingo, which is being played like as maybe a YouTuber, will still stick in my head. So I don't necessarily think it is just um or a place of nostalgia. If they were to do like a super great ad today and it was good and it sells, I think everybody will still remember it.

SPEAKER_10 52:29

Let me come back to you. I'm going to give you a very perfect example. I'm sure you know Dulcie, right? Yeah, you know, you know Poyel's pitch. You know about it. Yeah, have you heard the new song? The ad yeah, you know it's a song. Yeah, you know, she's one of the biggest. I don't say I don't, I'm not using new aging. Um I'm using the word that you use because it sounded really nice to meet you. I'm just laughing, but yeah, I she's she's one of the biggest influences right now, right? Her events pulls thousands of people, people literally, she's like no disrespect, but like she's a Michael Jackson, like everybody wants to be at the event and see it, right? Kind of thing. You've heard the Poiol's pitch song. Don't you think that you because your point was the fact that you you don't really think that music really would do anything or should do anything, but brand managers should rather focus on the product and the person promoting the product, right? Rather than um music driving it, right? If Dulcie keeps at this jingle, I don't know if she's done it in previous years, but this year's only caught my uh my attention. And I think that if she keeps at it for the next edition and next edition and next edition, years later, when she stops Orioles Pitch and she becomes like a UN ambassador, whatever, it would still be a thing that people attach to her as a person, right? Because Orioles Pitch as a brand would be there. But the song would drive a strong recall or would be a very big ankle in that re in that kind of recall. So don't you think it would be like a good balance? I'm trying to make a case for Jingle's here. So that was the debate.

SPEAKER_11 54:37

What else could it be?

SPEAKER_13 54:42

If you read something somewhere, even now Jumia has um sorry, WhatsApp. WhatsApp has a place for ads now. So on the WhatsApp stages, yeah. Maybe if I see the product there, just maybe a picture, and next video I see this person also using it. I'll say, oh, so this does it, and I go back and watch.

SPEAKER_10 55:11

So for for you, for you essentially it's just straight to the point. No, yeah, like why are you going corners, corners, come direct, direct, no, you know, don't pass through the corners.

SPEAKER_13 55:22

Yeah, because long run you can be doing your song and everything, but people would just be saying, they are going somewhere to buy a product because this person is using it. I'm sure that would be the case. People are saying, they know the song, they are going about like happy and all, but oh, we saw this person use this product, okay. I'm buying it, but not because of um probably needle has a song, and cowbell is using um influences. Oh, okay. This studio uses cowbell. Okay, I'm going to buy cowbell. Maybe it's nice. Let me try it. Not because okay, I know the needle song, I'm dancing to it and all that, but you see me drinking cowbell. That would also be the case. So probably they can do their balance.

SPEAKER_10 56:17

You can do their balance, yeah. You make really strong points, but I I I can now understand why as you grew up, and please correct me if I'm wrong, but as you grew up, you cowbill wasn't a thing for you anymore. You moved straight to Nido, even though Nido didn't have any form of uh recall tied to music, right? But you you'd ask the question about um why music. There are a few things that bring people together. Music is one of one of them. It's music, it's politics, it's religion. These three things some most times when you go to um when you sit in creating advertising, just don't tell you some of the things it's like it's a giving, right? And so music is one of those things that bring people together, and it's why we had um Carnell here telling us he gave us a whole neuroscience breakdown as to why music, what music does to our brain and how we process raw information differently from information with music, right? There's a bouncer in the brain that filters out raw information. So if someone tells you, oh buy one, get one free, it's information, it's registered, but it's not it's not it's not gone in there. But is it buy one, get one free, buy one, get it your brain automatically gives it a pass, right? So it you asked why music, and so I wanted to give you like a bit of summary. And and for me, my job here is not to make a case or make a case for and make a case against. I I'm trying to very much understand uh consumer behavior, and you are a very perfect example of a consumer that brand managers really need to study and understand um your your your your nature to see that okay, if there is one Maunya, there are a thousand more Maunya, and so for those a thousand more Maunas, how do we reach them with our product? And if a brand wants me to, if I'm if I'm thinking through a creative brief, how do I meet? Because I want Maunya to buy cowboy, I don't want it to buy needle. So even though Mawunia does not want music, and cowdle is telling me I need music in my brand. In the creative brief, there's music, you use music. How do I make the music such that it needs Maunya? And I think the summary of it, as Maunya you have said, is for them to create a fair balance. For you are of the opinion that for you, it is the person selling to you, right? And so some maybe brands should find a good balance using the right person to push the right sound, or to push a sound to you, and then maybe the sound will land. Would you say that Dulcie, as an established influencer as she is, and her song pushing uh outcoming events, events which is the four speech, gives you that fine balance that you are you are you're seeking?

SPEAKER_13 59:35

Um I would say yes, no. Okay, but their song is actually a plus, but it's the people using the sound.

SPEAKER_08 59:48

Okay.

SPEAKER_13 59:48

Yeah, it's the people. I saw a video where she was giving um Amabella Land a package, and I think they used their song at the background or something. So it's this the song is not really moving me. It's the people that's uh hopping on it, like they're trying to using um this dance group, DWP, creator the dance rooms. Yeah, so it's it's what's happening, people hopping on it, and then it both promoting the sound, not necessarily the sound itself.

SPEAKER_10 1:00:27

So like the sound is like a Trojan house of sorts, like you open it and then you hear the sound, you you can't ignore the sound, yeah. Just so well, I I think that for what we've heard from both sides, both generations, uh that what we're hearing is it's not it's not just nostalgia for some generation group, it's nostalgia, yeah, but the art actually does work. And for the other generation group, yeah, fine balance. The sound, not really. And I guess my guess is they heard a lot of sounds on TikTok, a lot of sounds on Snapchat, such that it's not really about the sound, it's what the what you attach to the sound, right, that drives it. The reason why certain sounds are funny on Snapchat is because of how people use it, right? Okay, so we're going to wrap up, but I'm going to segue into my segue into my next question. I'm going to pick back on project set, which is the I think you have made a point, but I'm going to move further slightly because you know we have spoken, we've we've interviewed the composers, the artists themselves who compose all these arts. Right now, you you'd mentioned that for you it's a good balance if it if you have that balance. Does the artist who compose the song, for instance, let's say Stoneboy is your favorite artist, right? And do keep an open mind let's say Stoneboy is your favorite artist. Would you say that it would land differently if Stoneboy composed the boy of a song? That's the question I'm trying to ask.

SPEAKER_13 1:02:35

Kind of, yes. Or blanch.

SPEAKER_10 1:02:38

Do you like blankets?

SPEAKER_13 1:02:40

Yeah.

SPEAKER_10 1:02:42

So you would say that if in your either of them composed the song, it would it would impact you slightly different from what it currently is.

SPEAKER_13 1:02:53

Yeah.

SPEAKER_10 1:02:54

Why? Is there a reason why?

SPEAKER_13 1:02:57

Because of the people involved, and that would also dwell on the people promoting the song, the people that would use the song. So I think it's going to be the same.

SPEAKER_10 1:03:08

Mona doesn't like folkly. Moniya doesn't like folk play. Mona is just Itali. Let's get on with it, right?

SPEAKER_13 1:03:17

Yeah, because if um Stone Boy uh sings his own songs, he also goes out there to look for people to promote the song. He doesn't just say, Okay, I sang. Okay, there are people that really, really like Stone Boy, but for the song to trend, it's the people doing it, like the Kakalika dance. It's there, but I think they brought a video from some old time um doing the dance, and then you see people doing the dance, and that's what is moving people to also do oh kakalika. I bet you if they didn't do these things, the song, yes, people wins with your song, that kind of kind of thing, but is the people doing it and then the dance move and not really the song or the person who sang it. I yes, think it's the same.

SPEAKER_10 1:04:17

I really like Mauna and the insight she's giving us today. Very much. What about you?

SPEAKER_14 1:04:24

I I have a different take. I think yeah, the artist can play like an important role in making the song big and intent like making the ad bigger. So an example is Azunto Fiesta. Yeah, I think exactly. You know, I think South Korea jumping on that song made the song popular and intent help sell Fiesta condoms. So, yeah, I think honestly, in my opinion, if any of the big three in Ghana, maybe with Black Hol or you know, some like Kiddie, all those people, um, they can really play like an important role.

SPEAKER_10 1:05:17

Let me put you, let me put you in a hot spot on a hot seat right now. You know, you've mentioned kiddie, you mentioned um Sarkozy and all those people. You know, in recent times they've done ads for some of the brands that they they are ambassadors for. Do you remember any of those songs?

SPEAKER_14 1:05:31

I think Kwame Yujin did I don't go next level. Yeah, do you remember the song? I don't remember the song, but I think it played uh a huge role. Okay.

SPEAKER_10 1:05:39

I would I would argue that that Kwame Yiji song, the I don't go next level. First of all, didn't match up to the and I'm saying this because of the next question that we got deliberate on, but it didn't match up to the family call. I don't go from song, right? My bias maybe Kwame don't come for me, but that I don't go. Add a top set for me, right? But back to the question. I can promise a song for first bank Ghana. All these brands that we've mentioned, your names. Anyway, we don't remember them. Do we? We I don't think we even knew them. We knew about them. Um unless you were really you were really into in the industry, uh I don't think it had that much reach.

SPEAKER_14 1:06:31

Yeah, I I think also it's big because it's based off of different years when those ads came out. So if you realize when like Azone 2 Fiesta came out, that period in time doesn't match on social media. So there wasn't too much like information overload. It's like we see it on the TV screens radio, like we hear it on the radio. But then now, if King Promise is doing, let's say, Echo Bank ad right, even though it could be that the song is a great song and everything, but then like there's also like so much information overload, and like she said earlier, it will boil down to like the preference of the individual and the promotion that she knows I think it's different times, different seasons, the way like marketing has changed over the years.

SPEAKER_10 1:07:19

Is there any difference between an artist you love doing an ad and an artist you don't know doing the same ad? I think I'm reframing the question because if we all love blackout, I love black, but I don't think that if blacko did, I don't go. It might not, it might not, maybe because of the rhythm of I don't go, because it's more highlight. Blackwood is more contemporary pop, Afro pop artist, right? So the the question is that is there any difference at all? Is there any difference? Let's use ethical example, I don't go. We didn't know the house until recently myself. I didn't know the guy who did that. That song. I was like, and then my research, research, I found him, right? Speak to him. Right, and apparently he's a great meeting, he's he's an artist, a genius. He had gone to he had one mental sex. Um but because of record deals and whatnot, he couldn't. Yeah, but he has great songs, he's gone on to produce great jingles for a lot of uh brands. When we went to his studio, he was producing jingles for he told us, and I think I can say it because he said he told us we aired it, he's producing jingles for the new for the GFA for the World Cup coming up, you've done jingles for a lot of brand massivities and all of that, right? But this is someone who is not a mainstream artist, like the people that you know, and hence my question.

SPEAKER_14 1:08:56

Okay, I think you made like a very interesting point there. I didn't even think about it that way initially when I was making my point. Um, so in that light, I can see that um then not necessarily uh it having to be like a big artist, basically, the person has to be a great artist, like someone that actually knows what they are doing, pretty much like yeah. I think then that would sort of it has to be a good song overall. Yeah, like yeah, that's I think that's the point I'm trying to drive at. It has to be a good song, and then then based off of the other factors being that maybe the they'll push the ad very much with the the song would sort of make it popular, or it could be that the artist would sort of make it popular as well. So I think I think there's two ways, yeah. Yeah, yeah, but the song definitely has to be a good song, yeah.

SPEAKER_10 1:09:53

And then also from what you said, I think that the dynamics of environments and the times, because back in the days, as onto fierce that once the song has hit the airwaves, that's it. Like the moment you tweak it slightly to fit the brand. Yeah, what do you think?

SPEAKER_13 1:10:13

Yeah, what was coming to mind was the sound. What's my name, Madame Sankova? My name. Yeah, so we didn't know who it was just one lady. Well, I don't really know who brought it first, but someone did it, it was there, then she hopped on it and went, so everybody thought she brought the sound, so they awarded the person who brought the sound, yeah. But I don't really think using um an artist necessarily sells the product, it's what you are doing with it, who is hopping on it, what what is going on with it, who are you using, and that if most of these influences were doing that, what's my name, Madame Sankhofa? Yeah, and then everybody hopped on it before we realized oh, they were talking about the Sankhofa spices, and they also used that, so you realize that people would go in, but if you go and pay an artist to go and go to a get a song for you, you're not even going to think about that. Like you just be hearing the brand name, but you not really know what the product is about, like everybody will just hear it and then okay, it's one of those. Yeah, I think.

SPEAKER_10 1:11:52

They are quite interesting and they are thought-provoking. Um, really, thank you for being here. I I do appreciate you for being here. And um I I like the perspectives that everyone has been giving us as well. But we're going to wrap up. We're going to wrap up. And in wrapping up, I don't think you're a big fan of even artists doing songs anyway. But if you found out that the Madame Sankova person was paid to do that, because you see, now it's come off as very organic. Um, Tuba Shishi, the Kivot thing, it came off very organic. Does it change anything for you when you realize that these people were actually paid to do the things that they did?

SPEAKER_13 1:12:45

Well, okay, if if we are paid, okay, I've I'm done buying it, so maybe I've used it. Okay, it's good. And so you keep buying it, and so I'll keep buying. But you see, the mistake most people, most brands are making now is always going in for influences, even if the person's niche is not aligned with their product. If you do that, it's so obvious to me that uh she has been paid to do it, so I'll not buy. It's not like the TV, she's using it at home, so I know she really needed a TV before getting it. So if later the TV gets more, I know I'll get an update. But if maybe she doesn't need um house or anything, then come and give her something that we should see that they'll just talk about it, then they put it aside. Such influences, I don't really even pay attention to them because whatever the person is promoting, you know that so obvious the person has been paid for it. So I would say, you're not even using it, so why should I go and buy it? Maybe unless someone else says that, oh, I used this and it was really good, so I would want to use it again. That's when I'll go in and go and buy it and say, Okay, that's very good.

SPEAKER_10 1:14:13

Hmm. So what I've heard right now is that the app funnel for you specifically is more UGC or user-generated content, influencer-driven marketing, and then bottom, bottom, bottom is people who are paid to do that, like, or people who are established, people like Mick Brown, right? So when I say user-generated content, like what we're discussing right now, the Tubashish and Madame Sankova, those somebody was just creating their own thing and it blew up, it gone, it went viral, and you know, it became a thing, right? It served as an ad to brand. And then there's the influence of it that you know that oh, Amabella needed this, she moved to a new place, and then a brand gave her a TV, and it's sort of an ad, a promotion, but it's very subtle. And then you know that if my my my own auntie can stand on TSA, madam high sense, I'm here the universe, she's been paid to do it for you. That is the the the the the tier the the layers for you, yeah.

SPEAKER_13 1:15:23

But she's been paid to do it, it should relate to is it something she would use?

SPEAKER_10 1:15:28

Yeah, but she uses it in a house, yes, exactly.

SPEAKER_13 1:15:31

That's why you would get it, and you are saying uh maybe the older generation, so my mom would find it, but I would not really go uh someone that's wow, hey Anthony Brown.

SPEAKER_10 1:15:47

So, what about you? Is this is it the same for you?

SPEAKER_14 1:15:51

Um I agree like mostly to most of the points, pointers that she made. Um maybe I'll just add that once again, traditional advertisement still works 100%. There are still people that are still looking out for that, regardless of you know it not being necessarily heard on or seen on just TV, because like I said earlier, there's still like YouTube ads, audio mark, ads, like there are ads everywhere pretty much, but yeah, unless you pay a premium, yeah. So one way or the other, they'll still end up finding their way into like the everyday lives of like the normal Ghanaian. So it will still like sort of serve as a form of influence to sell the product to the people, yeah.

SPEAKER_10 1:16:50

So this would be your last takes essentially. I I want you to. They they are picking inside from all that you're saying. I'm sure they have quite a number of data, but there's also useful information that corroborates or um you know denies all that they know in their rooms. So I I want you to tell them there's your camera, that is your camera what you would what a brand would have to do if so let me let me let me give you a clear distinction of how things work. So most times brands use agencies to promote their products for them. So if an A if a brand insists on using, and if agency A says they don't do it, agency B will do it, take away and take them out. So and I'm setting all these all these precedents and context for so that we speak to the issue, which is that if a brand insists to using music, what must they do to actually get your attention? First off, the song has to be a good song. Okay, and what what is a good song?

SPEAKER_14 1:18:18

Oh, it should just be nice, like it has to appeal to not just one type of audience, but everybody. Because that song is not necessarily um created for just a particular like set or target audience, unless maybe the product is just tailored towards like maybe pumpers. It's for kids, so parents and kids, so maybe just that um what's it called? Target market. Um if it's a good song, right? I feel that ultimately the song too can do the work for the product by itself, not necessarily just um it being pushed, right? And also to like the marketing agents agencies, right? If they um be my perspective, you have a good song, you have options. You don't you can't you don't you wouldn't necessarily have to just have to go towards one type of marketing, it sort of gives you like um more options. So you can still go ahead and do the influencing, still do the traditional marketing, still do the um what else? Maybe the YouTube ads, internet marketing, if that's what we're gonna call it. Yes, and you are not going to lose. I don't think you end up losing. You can't lose with that. Yeah, so that's my take.

SPEAKER_10 1:20:01

Same question for you. I'll give you um before you answer that. I have one question for you. Um do sound bites work better than jingles? You know, like um like we spoke about Snapchat, those sounds and TikTok. Do they work better for you than jingles? Like full jingles?

SPEAKER_13 1:20:27

Yeah, I think they work better.

SPEAKER_09 1:20:30

Why?

SPEAKER_13 1:20:34

You just want the information about their product. So however you are getting it, I think that works, but it still boils down to how it's being promoted. Now you have it like kivo. Um, my parents didn't really get the hype. I'll go out and buy Kivo Gary, and she's like, That's Gary there. I thought you don't like soccer, like because I was going to high school and giving Gary out there, so she was shocked that actually went out to go and buy Gary to come and do Gary soakers, and I was like, Oh, that's nice, and all that. Before later, she got like a whole package of like oh, but there's nothing special about this one, and but for you, you got it because of yeah, the whole hype, and people are using it, like people you'd watch, and this and this hype came from social media, social media, and I think that was their target the youth to buy, and so this um it's the information necessarily, like we just want the information about what are you selling to us, okay? This and this is it, but must we always dance, or must we always like repeat it because people would say it all, but are they buying it? That's the point, and like you're singing it, and they buy adonko farming county bread. So, who is using it?

SPEAKER_10 1:22:23

I don't think I don't think bites, but if I did, I would have probably bought adongo because I love that song, but I I don't think apples if I did out. I don't think buying that. Well, I'm sure he doesn't think bitters too, but I'm sure he would have bought it.

SPEAKER_13 1:22:39

Or someone would tell you I don't take guy, but the person is taking you or Gary now.

SPEAKER_10 1:22:44

You're not sure. I'm sure you know someone like that. If the person doesn't think guy, and the person that the person is just a hypocrite, yeah, because well when we're in school, we would say I don't think I could think I might something, something, whatever. If you have like a medical problem, a medical condition, and that's why you don't take guy in the one it's finer, it's it's fine, it's not the one. Okay, so well, uh we we hear you on that part, but if a brand insists that they want music to drive, because for them, maybe for them, yesterday a friend of mine was telling me that um year on year they've they've been trying to, and he used to work as an agency. I'm not gonna mention names, but he used he works as an agency or no more. But every year they try and pitch new ideas to the clients, and it goes back to the same story. But what we did last year, we're good. Let's do the same thing, right? There are some brands who are stuck in their track, they are hundred years of tradition, and so they are not very open to new ways of doing things, like you're saying, you've given very brilliant ideas, but if a brand says that listen, we've been doing this for years, decades, it's worked. We've seen our um profit margin increase year on year by 20 percent. In fact, we want to keep at it. What should you do to get your attention?

SPEAKER_13 1:24:06

It's your target audience, so maybe you use your target audience, you use Jenkles and you you you advertise on TVs. I don't remember the last time I watched TV. Okay, and even if I'll watch I'll sit and watch TV, I'm not watching a channel.

SPEAKER_16 1:24:26

Yes, so if they run a YouTube ad, they would reach you.

SPEAKER_13 1:24:29

You'll reach me like Junior. Now you open YouTube and then the ad and and they use it's a song. Well, I think it's a song.

SPEAKER_10 1:24:40

I uh unfortunately, I don't I haven't used YouTube without premium minute, we use it actually.

SPEAKER_13 1:24:46

Oh okay. Apologies. Well, I think it's well, yeah. So Jumia, for instance, that's where you catch me. So that's where I'll do that.

SPEAKER_10 1:24:59

So if a brand insists that listen, it's music that I want, you're saying that if they want to push their ad or whatever through music, then they should come to you where you are.

SPEAKER_13 1:25:12

Yes, which use the right platforms, social media, not just the channels. Now we've moved past, just note that the generation you are reaching, or the people you want to reach, have past TVs and TV3 and G2D and things. Now we are all TikTok and snapping, tweeting.

SPEAKER_16 1:25:38

So you are not even Facebooking.

SPEAKER_13 1:25:41

No, no, no, no.

SPEAKER_14 1:25:44

No, okay, but you are Facebooking, I don't. Oh, not necessarily Facebooking, but yeah, I'm around.

SPEAKER_10 1:25:52

Oh, I don't blame, I don't blame us. My favorite man, anyway. So thank you all. Thank you both very much. I'm going to for for to end the conversation. I'm going to run through a couple of ads and tell me if you remember it or not. Some of them we've talked about it, but indulge me.

unknown 1:26:10

Okay.

SPEAKER_04 1:26:13

Do you remember this advantage?

SPEAKER_10 1:26:19

There is something about this, there's something about this song. I don't know what it is, but there's something about it. But I'm gonna move on. Good song.

SPEAKER_13 1:26:27

Is there people in the video too? The action going on in the video, yeah.

SPEAKER_10 1:26:33

But if you hear it without the visuals, it still moves you, doesn't it?

SPEAKER_13 1:26:39

Because you heard it. It's done.

SPEAKER_10 1:26:43

But that's what great art does. And you see, I said I quoted Jason, um, what he said yesterday, that every great art is true to culture. And you look at it, the song itself has high life rhythm. The person in the song, the women in the song, they have this um Kinte thing wrapped around their waist, they are dressed in very in ways that a lot of people can relate to within our culture, right? And so it it also adds up to everything, right?

SPEAKER_03 1:27:16

So, I'm empty.

SPEAKER_10 1:27:54

This was this this was a good idea. Yeah, yeah, one of the good I remember I was playing on Cook. Lot, you don't remember it.

SPEAKER_04 1:28:01

I have never reheard it before. Wow.

SPEAKER_10 1:28:04

Well, this was when um MTN, I think they are rebranded from Space um Space Mamma or Lt and Time Tamini was their ambassador, so you made this for them. So when you call someone, you hear this.

SPEAKER_04 1:28:24

Mammy loves that because it's so good. Me and my friends love that because it smells so good. I love my day. I love that because of that fucking cool. Do you remember? Do you remember?

SPEAKER_14 1:28:46

No, I don't I don't think so. No, no, no, I don't remember. Okay, move on.

SPEAKER_04 1:29:00

Turn light.

SPEAKER_03 1:29:06

You don't remember it.

SPEAKER_11 1:29:11

Okay, we'll move on to the next one.

SPEAKER_04 1:29:17

Can you see it?

SPEAKER_13 1:29:19

Yeah, yeah, yeah.

SPEAKER_02 1:29:20

What brand is that?

SPEAKER_13 1:29:21

Do you know?

SPEAKER_02 1:29:23

I really remember.

SPEAKER_14 1:29:25

So you see good song, too.

SPEAKER_10 1:29:28

I think this is also one of the most iconic ever. But this has grown um has gone beyond being just a jingle to become like a sonic branding kind of thing. So now I think in their recent hours, they use the same sound, but they don't even use the same lyrics. Okay. And when they end the song, it's like when you turn on your Netflix and you hear to doom. Okay, okay, okay, okay, okay. You would be some you'd be in your room, you hear to do in the living room, you're like, hey, somebody's going to watch Netflix, right?

SPEAKER_11 1:30:03

Yeah.

SPEAKER_10 1:30:04

Anyway, okay.

SPEAKER_14 1:30:17

But this was before they started doing chocolate and the research. This was just the old vital milk.

SPEAKER_10 1:30:22

Yeah.

SPEAKER_02 1:30:22

You don't remember it.

SPEAKER_10 1:30:24

You've never heard it.

SPEAKER_19 1:30:27

From Danny to me, from me to my God, my milk remains ideal. It's richer and cream. Nutritious, delicious idea.

unknown 1:30:42

It's ideal for me.

SPEAKER_14 1:30:44

I think it's because of the lyrics. So I I I'm guess it's ideal milk, right? But I don't really know it like yeah. So yeah.

SPEAKER_10 1:30:52

If if you didn't hear it with a name, you wouldn't have known that it's ideal milk. But yeah, it's ideal milk.

SPEAKER_13 1:31:08

What's that? Orange. Orange is this was unclear.

SPEAKER_14 1:31:13

That's some dancer, some very popular. Yes, yes, it was orange. Yeah, corn is black. Fantastic art.

SPEAKER_10 1:31:19

Yeah, yeah. So the the dancer is talking about party. He was uh this, he was uh uh dance god lord, yeah. Shout out to the OG, shout out to the party, and then the last one.

SPEAKER_14 1:31:41

Tic tac, ash from yeah, that's right.

SPEAKER_13 1:31:44

I also heard ash from it.

SPEAKER_10 1:31:47

But you don't you don't you don't know the ad at all? Yeah, well these are very old ads, anyway. These are very old ads, and I think the only one you remember was the Juno one, yeah. I think yeah, at the time we were still coming up. Anyway, this has been very fun episode. It's been very insightful for me, and and I do hope that my brand managers and advertisers and marketing friends um would find this as insightful as I have also found it. And the insights that we've drawn would use it to shape our campaigns because, as we all know, every good campaign is driven by good insight. So I do hope that this good insight drives you and gives you a good campaign. Thank you so much, and we'll see you later. If you made it to this point of the video, I want to say thank you so much, and I hope you did find it insightful. Please do like, comment, share with any of your friends that you think would find it as exciting as you did. And also, please do subscribe to this channel.