How Jingles Create Brand Recall: Lessons From Campaigns That Have Worked

Three product-spec jingles. Three failures. Less than five people participated in the last one. And then one decision, to stop selling the phone and start selling the feeling produced 200 million impressions, 5,000 dance entries, and 240% of a sales target.

In this episode of MAD Conversations, Awurakua, a marketer with an unlikely foundation in psychology, English, and theatre arts, sits down with Abeiku Dadson to walk through one of the most instructive brand music case studies in recent Ghanaian advertising. She co-wrote the song. She briefed Stonebwoy on it. She built the TikTok dance challenge. And she watched Techno go from a brand influencers quietly avoided to one consumers lined up for.

She has since moved on to use AI ( Suno, ChatGPT, Gemini, and Higgsfield) to develop original brand music for Bruhm and Electromart, with the same emotional precision she learned from failing three times first.

In this conversation, she breaks down why specs never stick but feelings do, what it actually takes to write a song brief for an artist without diluting their brand, how she onboards AI the same way she would onboard a brand ambassador, and why she believes fan love is the real premium in music marketing, not the artist's name on the brief.

You have five seconds to make someone remember your brand name. She has done it with a human being and with AI. This episode tells you how.

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

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Chapters

 0:00 Intro 

0:55 From Psychology, English & Theatre to Marketing 

3:50 How Her First Marketing Career Started 

6:43 What Marketing Is Really Supposed to Do 

7:37 Growing Up on Jingles: The Brands That Never Leave You 

11:10 The Tecno Jingles That Failed Woefully 

16:05 Writing the Song That Changed Everything 

30:55 200M Impressions, 5,000 Entries & 240% of Sales Target 

45:43 Using AI to Create Brand Music 

58:33 What Will Always Be True About Music in Advertising

Transcript

SPEAKER_02 0:00

There's this song by some Madame actually not trending. So why not we rather invest in this, which is like a quarter or even less of you know what we would have to pay to achieve that same result?

SPEAKER_00 0:13

What was the current impression you were looking at at that time?

SPEAKER_02 0:15

We were talking about 10 million.

SPEAKER_00 0:17

And what did you get?

SPEAKER_02 0:18

What about 200 million?

SPEAKER_00 0:20

From from five?

SPEAKER_02 0:21

Yes.

SPEAKER_00 0:22

From the failed one. Exactly. Five thousand. And we couldn't even believe it. If you used someone who was less than a name was a stone boy, do you think you would have gotten the same impact? Did Stoneboy know about the results?

SPEAKER_02 0:33

Did you I mean he was you know he was so happy to push it?

SPEAKER_00 0:38

So he went from not pushing it to pushing it because it is not something that you can relate to. Exactly.

SPEAKER_02 0:44

If you don't notice me, I am not hitting the right nerve in your memory and in your emotions. Able to hit one of them or the two of them.

SPEAKER_00 0:52

You've done your job.

SPEAKER_02 0:53

I've done my job.

SPEAKER_00 0:54

Advertising then was by this, by this. Advertising now is more coming be part of this. It's why influencer marketing is a thing now. At what scale do you see AI being used in advertising? Do you think you'll get to a point where people use AI to generate music and you create dance challenges like you did with Stoneboy?

SPEAKER_02 1:15

It's an option, it's a very good option. But you see, one thing is that um AI cannot override. People love Stoneboy.

SPEAKER_00 1:25

Stone Boy at the time was the brand ambassador for the company. When you sent the song to him or the script to him, did he change anything? Did he tell you, oh, I want to do this myself? He Ericwa, thank you so much for for making the time. Thank you. I don't want our viewers to know that our place is very far, but we are somewhere coded.

SPEAKER_02 1:49

They didn't hear that.

SPEAKER_00 1:52

So you're a marketing professional. You've worked across consumer electronics, FMCG, and digital. And across all of it, music keeps showing up as a tool, somehow, somehow. Where does that marketing instinct come from? In fact, if you can, give us a background of where you work, where you've been, all the places that I've mentioned, electronics, FMCG, and all of that, and how that marketing instinct comes in.

SPEAKER_02 2:19

Okay, so um I actually have a background in psychology and English, and I did a bit of uh theater arts in my first degree. So I'd say where the music comes from, theater arts. Okay, because it's you know part of the department, and I think it was what it's one of the places that actually made me realize I have a creative mind, and I kind of like all conventional things with music, with you know, dance and all that. So I'll say theater art and also English and psychology, because it's all about how do I stimulate your mind? You know, you know, how do I get you to pay attention to me? So I would say from the first degree, I actually chose these courses because that's one thing that's always been of interest to me.

SPEAKER_00 3:07

Did you know you were going to end up using all of this in marketing? No, I chance on marketing actually, but because it seems you you can't have the perfect foundation for marketing, because a lot of marketing is psychology, understanding consumer behavior, right? English, how to string words together to put the right message out, and theater, where the music comes from that we are discussing today. Exactly. Wow, your your foundation is.

SPEAKER_02 3:35

I know, right? I I if somebody told me I'd be a marketer, I wouldn't actually believe it because I thought I was gonna be a lawyer or something like that. But um I think it's also about um opportunities. So my first uh career was with um a tech and a games company.

SPEAKER_03 3:55

Okay.

SPEAKER_02 3:56

No experience, right? They were like, you want a marketing person. I'm like, no, I don't have marketing experience, I'm just a real fresh graduate. But somewhere, somehow, they felt how I could naturally articulate you know my plans and I could understand the consumer mindset. They're like, no, no, I think you do. So that's how my first career magazine started as a marketing coordinator, I think. And I actually left so much like uh results over there, amazingly. Wow, you know, it's actually, yeah, it's it was one of the myself. That was when I took a step back. I was like, wait.

SPEAKER_00 4:36

Maybe this is it.

SPEAKER_02 4:37

Maybe you know, maybe this is actually yeah, my part, but I've always been very versatile. Um, even though I was doing marketing, I also had interest in you know, copywriting, digital. I've always been a curious marketer. I I don't like the conventional way of doing things. I like to take risks, break the rules. Yeah, break the rules. But if you don't break the rules, you can't find you know what's not happening currently. So that's how my career started marketing. And curiosity also took me far, you know, so that moved me to the next level to where I got to techno, you know, um, as my like major brand that I worked with um in my my career. And that really um that was a brand that really tested my creativity, and you know, I really broke so many protocols and and rules, but then I mean, of course, it's was a collective, but then I was happy to have a team that was like, you know what, let her, you know, just do her thing. Wow. And that's the success we are seeing to be. That's a blessing. Yeah, techno, and it's not easy to find such an environment. Yeah, but I actually got that, you know, like my crazy ideas, you know, actually did something good.

SPEAKER_00 5:53

We'll we'll we'll get we'll get into all of that, um, especially the techno bit. Uh, but you know, I just want to say that it appears to me that most people, I I dare say more than 90% of marketers chanced into their profession. Yeah, maybe that's why they don't respect us.

SPEAKER_02 6:13

Possibly, and I think um most people also think, oh, marketing is just like they see the end product, they think oh, it's easy, but uh they don't know the psychological assessment that goes into making sure like the words you're using isn't really going to resonate. It's a lot of work, but like you say, most people go, Oh, these guys are spenders, yeah, you know.

SPEAKER_00 6:38

So yeah, you'd always fight with your CFO. Exactly.

SPEAKER_02 6:41

ROI, you know what I mean.

SPEAKER_00 6:43

So, with all the background that you have and experience that you have, when you think about marketing and what we're just talking about, when you think about what marketing is actually supposed to do, what's your answer?

SPEAKER_02 6:55

For me, I always say that if I make you pause and consider, for me, that is marketing. If you don't notice me, then it means I I am not hitting the right nerve in your memory and in your emotion. I have to either hit your cognitive or your heart. So if I'm able to hit one of them or the two of them, you've done your job.

SPEAKER_00 7:20

I have done my job because you leave the rate for the sales people.

SPEAKER_02 7:23

Exactly. Because now you can't sleep, you're having sleepless nights about me. So now you take the action. Now they do the you know conversion. Wow. For me, that is what mandating me. So I always put that in the world.

SPEAKER_00 7:36

You when you were growing up, I know you probably came to this conclusion or this answer um along your journey, but when you're growing up, you were you grew up on jingles. You heard some of these very interesting jingles growing up, you had B Ed Yeah, Noanic Club, um, you had Angel, Fetri Geke, you had you know, all of them. Which of these specific jingles from your childhood are you still lives in your head today?

SPEAKER_02 8:04

I think uh there was this one with sunlight, sunlight. Yeah, like for me, like I still remember them, like the emotions it actually gave me, and even with the glyco and like the whole adrenaline with the guy, like it just has some you can never forget it.

SPEAKER_00 8:21

I would you say you're attached to sunlight? I am is sunlight, is the sunlight product still around?

SPEAKER_02 8:26

Um yeah, but they are not as they are not as prominent as before, but I still remember them because of the memory I have before.

SPEAKER_00 8:34

But are you attached to the product?

SPEAKER_02 8:36

I used to be, but because they did not continue, you know, the whole emotional you know process. So I'm detached, but then I have them in memory, but then I am not attached to to it. But if they were still existed, probably I would be you would still be with them. Definitely.

SPEAKER_00 8:51

Wow. Did you understand what music was doing to you at a young age when you were growing up? Because I was telling um one of our guests that I grew up listening to or hearing beer, the Anonymous that I did I wasn't drinking beer at the time, even though I don't drink beer, but and it it does something to me. I didn't understand what was happening to me as a kid, but I grew up, I kind of got the drift. Did you understand what it was doing to you as a kid?

SPEAKER_02 9:18

No, I wouldn't say I understood the the marketing side of it, but I just knew it was speaking to my emotions. And it and it was the jingle was so easy, it was memorable. Like I could sing it with just one, you know, hearing it once. At that time, it didn't, you know, have too many technical meanings. I just loved it, it just spoke to my emotions. But then being in the space, I realized, oh, okay. So there's actually a lot.

SPEAKER_00 9:49

So so so when you actually got into it and you started your career in it, and you started briefing campaigns and doing all of that, did all of that music you grew up on influence how you thought about what a good marketing campaign should should should look like?

SPEAKER_02 10:05

To some extent, but I think you know, when you are hit with the ROI communications, sometimes you lose focus with what actually works. You want to go by the tactical, you know, if we say tactical strategies, you know, but when you do that over and over again, you it gets a point where, like, for me, I take a pause and like in a way, I need to slow down, I need to really put myself, you know, in what I'm doing. What do I want to achieve? Because you know, most of us, marketers, we are used to very um tactical, sales-driven communications, which currently it doesn't work anymore, you know. So these are things that I had to learn after failing. I had to take that pause because I'm like, okay, you're doing this, it is not working. Why is it not working? There's no emotional connection, and then also it's difficult to remember because there's so many jargons in the jingle.

SPEAKER_00 11:09

Yeah, one of the things you did that didn't work was using jingles before you you had a breakthrough with the campaign that techno boy, yeah. Yeah, with Stone Boy doing a whole song, commissioning a song for you. Tell us about it. Tell us about those jingles. Um, how what was the thinking behind them and why do you think it didn't work?

SPEAKER_02 11:29

Those jingles were very product heavy. They were, I mean, we assume Do you remember them? Yeah, the top we assume when we so like we had our um Common 16 series where at that time we thought if we sell the specifications, like okay, Common 16 comes with uh you know four gigabytes RAM, comes with this, comes with that. We thought that would make people actually get excited about it. But what we realized was that there's so much we're communicating in one jingle, like so many specifications, and you know the wording too technical, so it was just feeling woefully, yeah, because it's like they can't do first off, they can't remember, and then two, they cannot sing along. It's not something that's always yes, exactly. So that was the thing. We're too focused on selling the specifications, then leaving a memory and then also hitting the emotions of the people who are like, okay, two aggressive, you know, sales-driven jingles which filled woefully.

SPEAKER_00 12:38

And did it teach you that people don't really care about your product?

SPEAKER_02 12:41

Yes, it's it's actually made me realize that.

SPEAKER_00 12:43

Yeah, they care about how you make them feel about your product, exactly, right?

SPEAKER_02 12:47

Exactly. And then that is very true because I think there was an era where the specs would work, yeah, but as at this new era, it just doesn't work anymore. And I think people have gotten used to like all the competition are saying they have four gigabytes RAM and they have all this. So, really, what makes yours different in terms of specs? We can go for specs wars, but what really sticks is how you make them feel, and that is what we we actually learned from failing so many times, you know, with with the meteor heavy, yeah, you know, product specification, um, jingles.

SPEAKER_00 13:31

Shoutouts to Mariam. Mariam said something at the um on the panel at DHune Fellowship event where she said that advertising then was buy this, buy this. Advertising now is more come and be part of this. Exactly. So it's more and it's why influencer marketing is it is a thing now. Exactly. People want things to be part of, to be a part of, not necessarily uh because if it's about affiliate, exactly, if it's about phone, you can buy any phone, like you're saying, uh, but they want to feel that sense of belonging, they want to feel something, they want to feel driven towards your product. That's that's quite um a good one. So, what was the moment you decided that listen, this kind of jingle approach is not working? How many times do you go through the cycle to realize that this is not working? We need to take a different approach.

SPEAKER_02 14:20

Three times. Wow, and uh, I think what they say a third time is a child. I think what really what mess up was when we did the campaign, and the people who participated was like less than five. Yeah, less than five for techno, yeah.

SPEAKER_00 14:37

For techno, a brand as huge as techno, only five people participated in the campaign.

SPEAKER_02 14:43

Wow, and I think we we like we forced the the the jangle to to to fit, but it just didn't fit. And I was like, no.

SPEAKER_00 14:55

This this cannot do do you remember what the jingle was about? Like the it was we focused on the run us through like the the the words or something or the the the the tune.

SPEAKER_02 15:06

The the words were purely the specifications, the features. So if it's uh come on, uh the series just a four gigabyte and then there was some music. Exactly. And you had a mascot, who would be but that's it just didn't work. Wow, because there are so many specs we had put in there in our minds. I mean, the more we push the battery capacity, the more we push the camera, you know, capacity, it will actually work. It just didn't work because even me if if you ask me to sing that channel, I cannot sing it. But then I remember the remove one, you know, technology.

SPEAKER_00 15:43

I mean because so even you on the other side, you technically you are not the consumer at the time, exactly, but even you could feel like yeah, this is it, exactly.

SPEAKER_02 15:54

Yeah, yeah.

SPEAKER_00 15:55

Wow, so the 16th series, you did jingles for them three times, failed woefully, and then you made a decision. Yeah, let's switch it up. Exactly. What was the the main decision that you made? What did you say to your bosses?

SPEAKER_02 16:08

So we're then we're like, look, this there's this song by somewhere that was actually not trending. I'm like, okay, he's our ambassador, right? I'm like, okay, so I think I was just there sitting down there, they're like singing the song, we move, we move, it's removed, you know. So now I said, no, this song, we can actually integrate the Common 20. Initially, you know, there will always be that resistance. I'm like, no, let's just try this.

SPEAKER_00 16:36

Because wait, there were so there was there were there was actually resistance definitely because of the previous ones.

SPEAKER_02 16:44

Exactly.

SPEAKER_00 16:44

Okay, so how did you convince them?

SPEAKER_02 16:46

I was like, first off, for you to get an influenza to have a positive sentiment to share content, it has to be like tied to their original content. And we've had, you know, at a lot of we've had difficulties, you know, getting him to kind of share because I mean, of course, he doesn't want to dilute his of course, you know, brand with too much technical stuff like that. So okay, if he's willing to push this as well, which he was, then okay, let's give it a shot. So now the whole thing is we we just wrote a script and then he says, you know what? Stone says, send me the script.

SPEAKER_00 17:27

So you you actually wrote the yes, wow, wow, exactly. Yeah, and you sent it to him, yes. So you are you are a songwriter.

SPEAKER_02 17:37

I mean, you know, I mean, I knew like I'm not a master like him, but I knew the keywords I wanted to be, you know, in it, and then I mean he just did his magic.

SPEAKER_00 17:48

Like, what did you have in mind when you were putting the the script together?

SPEAKER_02 17:52

We had a campaign that we went around, a dance campaign, and we didn't want it to flop like you know the previous ones. So we said, okay, how are we gonna get this you know campaign to be successful? We need a song that is hot trending, and I think it was also trending at that time, and then that was one of the um the motivation, and and also we wanted to increase our end to media mentions because you know sometimes you need to pay so much, you know, costs pay so high and all that. So we wanted something that would give us that organic impression that we need the sharing will be more organic, you know, people just want to associate with it. So that was what we did, and that was the brain behind the whole music.

SPEAKER_00 18:35

So, how you envision success right from the beginning was to get a lot more end media, exactly, getting people to organically reshare, getting media to organically talk about it, you know, generate that talkability about the product. Were you looking at generating talkable talkability about the product or the brand?

SPEAKER_02 18:53

So um, for me, it was a mixture of both. But the focus was more about the brand. This was the brand was was more because um techno has a history, you know.

SPEAKER_00 19:10

What was that history? Tell us.

SPEAKER_02 19:11

I mean, people knew you know techno as a feature phone. Most people they don't even know you know techno has smartphones. So uh building on that history because we're trying to reposition techno in the minds of people. So one of the strategies I wanted to achieve was to make techno a brand of people are proud to go and buy themselves. Initially, even working with influencers, they wouldn't want to work with techno, you know. So every jingle, everything is strategic, you know, including what was even in the jingle, including who is in the jingle to reposition the brand again in the minds of the people.

SPEAKER_00 19:56

So I'll let you continue, but it it brings me to an ideology that I always push, which is the fact that marketing disciplines usually cut across, especially marketing communication discipline, they cut across. Because what you're doing right here, or what that thought, that strategic thought you were you were running through wasn't was less marketing and more PR. Yes, because you're trying to shape some perception about the brand, but you need to you needed to use some marketing activities to do that, exactly, but the thoughts purely exactly wow, yeah, exactly.

SPEAKER_02 20:32

And actually, that is how I mean we actually got a techno to the top three, which we uh we have now, smartphone, preferred smartphones and the smartphone market, yeah. Top three. Wow, actually, yeah, the top, I mean, before we're not even in the top 20, of course, yeah. So so it it's it's was some of these things, these intentional, you know, jingles that we put in place. And I mean the 120 was the beginning of it.

SPEAKER_00 20:58

So what was I'm very interested, if you can recall, what was the main argument you put up internally to get this to pass?

SPEAKER_02 21:07

The main argument was uh first off, we had failed, you know, previously, because we we normally, you know, we want to have you want to spend less to acquire a customer through paid ads. You we want to increase our shell voice organically and then also increase our you know um digital impressions. Because at the end, if you're paying for everything, then I mean there's a problem. You should at a point churn out content that will organically bring people to the community. So that was one of the arguments I made because if we want to reach let's say 200 million impressions and we have to pay for it, that's a lot of money. You know, so why not we rather invest in this, which is like a quarter or even less of you know what we would have to pay to achieve that same. Result. Result. So that was what you know gave us that headway as well. Wow. Yeah.

SPEAKER_00 22:06

That was a strong argument you put up because I think at the top, they are they're looking at the bottom line. Exactly. How much are we spending? Money. What is it going to give us? You know. So Stone Boy at the time was the brand ambassador for the company for the company. So it wasn't easy to negotiate anything with him. But I'm interested in the conversation around you writing the script for him because he's a creative. When you sent the song to him or the script to him, did he change anything? Did he tell you, oh, I want to do this myself?

SPEAKER_02 22:50

He he actually liked it.

SPEAKER_00 22:53

And then he did you find it strange that he liked it?

SPEAKER_02 22:56

Um because he was my brand and batter, that I actually took the pain to get to know him.

SPEAKER_00 23:02

Right.

SPEAKER_02 23:03

And I also before I wrote the script, I listened to the music. I don't want to change it completely. I just want to unconsciously let you remember techno in it. And I also know his style of you know doing things. So I had that also in mind before writing the script.

SPEAKER_00 23:23

So I knew your theater. Exactly.

SPEAKER_02 23:26

So and I actually also sang the possible integration before I also sent him. So he you know just did the mastering and then maybe took a few things out and changed a few things, but then at the end of the day, it was like this is really good stuff. Yeah.

SPEAKER_00 23:45

So what what where did you start from? Because you in writing the song, I mean, you knew that the product, I'm sure you wrote the product heavy jingles as well. The script of the product didn't work. Sorry for laughing, but did it work? Yeah, so when you were writing this one, you knew you were definitely not going along those lines of talking about features and all of that. What were you thinking about when you're writing this?

SPEAKER_02 24:11

You know the funny thing, I don't even remember the real song, but I remember the techno version.

SPEAKER_00 24:16

Really?

SPEAKER_02 24:17

Yeah. Because so, because I have a creative mind, and I I don't know, but it just comes to me. So I will sit down in you know my quiet space. Okay, so I'll just be thinking, put it here, put it there. Okay, we speed it up again, super powerful camera. Okay, okay, let's take out the specific number of the camera. Let's just leave it super powerful camera so that it's only one zero eighths. Well, you know, basted two specs now. And we just did, we just did whilst the beats over now, we actually downloaded the song without the the words, we're just playing it back in our heads. We are like we're really bent on just making it work, you know. And I mean, having the creative mind as well, you know, it's it just kind of singed and then he also came in and said, Okay, let's you know take this out, let's bring this here. And I mean, he I mean he's a master of his you know craft.

SPEAKER_00 25:15

I mean, he just took like 30 minutes and he he was I'm not surprised, but I hear he's he's really crazy.

SPEAKER_02 25:21

He's crazy, you know. So basically, like we just had an idea and then we committed to bringing it to life.

SPEAKER_00 25:30

You know, you said something very profound, which is that you don't remember the original song, but you remember that and I can say this that I don't think it's even because you wrote it, you wrote the the jingle. I don't think so. I'll tell you why. Everybody get on now. I'll be there's an original song. Yes, there's an original before the OCB Star You don't even know the OCB OCB Star one. Exactly. The moment it gets to the second line, oh yeah, it's B D and a club. Exactly. Second um exhibit, exhibit two, Adonko. Adonko Famiku, there's an original song to that to that jingle. There's an original. We spoke to the the composer of that song. He actually wrote that song for himself after he went to mentor and all of that. And then a friend of a friend reached out to say he's producing a video for this um Adonko B test and blah blah. They need a song. They said, I have the song, and then he rewrote it, and now nobody even knows that he he had an original that existed. So I think it's a thing with original songs being refreshed or rewritten for brands that makes it stick. Uh, it means that when you take a good song or a good brand and you attach it to a good song, it's magic.

SPEAKER_02 26:50

Yeah, yeah.

SPEAKER_00 26:52

Wow.

SPEAKER_02 26:52

It works, it works because you know, people already like they fall in love with the the song already. So it's like you attaching it, you're just kind of making your brand resonate better with the people listening to it.

SPEAKER_00 27:09

But you you didn't okay, so my the arc here is you grew up on jingles. You you started working with jingles um in your line of work much later, not um early 2000s or even the 2010s, but 2024, right? Which is more you if you'd like, someone would argue more of a future thing compared to those who did it in the 90s and all of that. When you were doing that, you didn't stop at just doing the jingles, you added a dance competition to it. What was your fault? Because people usually will just do the song and leave it at that, but you decided to go a step further.

SPEAKER_02 28:02

Yeah, yeah, yeah. I mean, increasing the end media value because if if you just record a jingle and you play it on um radio and and all that, the impact. I am always a big fan of organic, you know, impressions and UGC content. How do I get it? Even with the the dance, they had to, you know, do symbols like the phone and the camera and all that. And when it comes to social media, it's one of the things that you know goes viral, like these kind of organic content. And we wanted to also penetrate the Gen Z space. So this was one of the ways we could, you know, penetrate the space gradually. Yeah, because if you observe the Gen Z, they're not a fan of selling specifications, they are big on experiences and emotional connections. So we observe them and we say, okay, this is what they like, and these are their leading influences at that time, you know, who can actually spearhead the whole campaign. We're not selling the phone, we're just selling the brand experience to them. Gradually, you know, bring them in, you know, to love the brand. So normally with the Gen Z penetration, we were more interested in letting them love the brand first, then we show them what we have to offer them. So that was why the dance campaign came into because we needed something that was fun but still had the the under, you know, tones of the brand.

SPEAKER_00 29:37

And that is the power of insights because you worked with you it was an insight that you worked with, right?

SPEAKER_04 29:45

Exactly.

SPEAKER_00 29:45

Um, on this same show, we had we had a consumer uh section where episode where we're speaking to consumers who had consumed music, um, jingles in the past and how it's influenced their purchasing behavior. And the Gen Z told us that she she doesn't care about the song. So, what I'm learning from what you've just said, and if I'm drawing parallels to what she said, that was Maunya in about two episodes ago. She said that even if you're going to use music to sell to her, uh attach it to something, right? Because they don't really care about the music.

SPEAKER_04 30:17

Exactly.

SPEAKER_00 30:18

So it's either their influenza telling them about it, and usually if an influencer is telling them about it, too, it the influencer it has to be a bit animated.

SPEAKER_02 30:27

Exactly.

SPEAKER_00 30:27

So hence the dancing, exactly, right? So uh if your trick or if your strategy at the time was to bring in the influenza into the fold, that sorry, I mean the Genesis into the fold, then that was spot on. Yeah, and what was the what you were looking at, what was the earned impression we were looking at at the time?

SPEAKER_02 30:49

I would I would even say we even uh we anticipated less. We were looking at 10 million impressions.

SPEAKER_00 30:55

And what did you get?

SPEAKER_02 30:56

We got about 200 million, god damn it, and that was the point I saw the power of TikTok. I had underestimated TikTok.

SPEAKER_00 31:03

So you downloaded TikTok after that?

SPEAKER_02 31:05

So we were on TikTok, but we're not no you personally, yeah, yeah.

SPEAKER_00 31:09

But I mean TikTok, I don't know, but you know when TikTok came, people said that it's for immature.

SPEAKER_02 31:18

Exactly. And and it's if if you check the the hashtag performance of these influences, you'll be a mixed.

SPEAKER_03 31:25

Yeah.

SPEAKER_02 31:25

The impressions. Yeah, that was when I said no, content. Even that was even when I also went into content, and then even sweat more on the jingles because TikTok gives you that organic, you know, impression that you probably won't get on Nina. Yes, you know, so many insights, even coming out of the the whole jingle. We even just think you get all 10 million impressions, and about where we think about you know, 100 entries, we got over 5,000. Wow.

SPEAKER_00 32:00

From from five, yes, from the field one, exactly five thousand. I'm sure your voices were happy.

SPEAKER_02 32:07

And we couldn't even believe it. We we like we were not sure if it's it's the same hashtag, or you know, and and yeah, so I think it it really worked more than we that was also when we had to embrace that the new media is here and the new audience, they are just different.

SPEAKER_00 32:27

Did you run this on radio or TV?

SPEAKER_02 32:30

We did, but then after the guitar court fire, you know, we just you know you just redirected your budget. We saved it and then we actually use it to you know give like bigger you know prizes for the the campaign because that impression, I mean you you you can measure it. Yeah, this is not by, yeah, this is not by, yeah, you know, and amazing.

SPEAKER_00 32:51

TV will tell you that oh, they are enable to tell you, they can only tell the number of people.

SPEAKER_02 32:56

This you're seeing, yeah. And I mean the hashtag is still there. You click on it, you have all the you know the history of the campaign, and that's a good thing.

SPEAKER_00 33:04

What did your bosses say when they when they saw the results?

SPEAKER_02 33:07

They wanted to be sure. We kept refreshing the the dashboard, yeah. No, we kept refreshing the dashboard, and then that was when they actually believed in like entertainment content. Everything doesn't have to be too serious, you know. We don't have to always people want to have fun, exactly stressed during the sacra, exactly, and so even if you look at the techno now, we are very big on fun stuff, like now we don't know fun stuff because that's what's really working now, the experiences, you know, from the the jingles, what people remember, yeah.

SPEAKER_00 33:43

So so would you say that for if you had used, let's say you had used a different artist in Northstone Boy, because I'm trying for us to also be a bit measured about the influence of the artist on the song. Do you think you probably I know and I know this is a bit uh hypothetical, but do you think it would the results would have been different if it was a different artist who recorded, say a lesser-known artist, or even you commissioned somebody like a regular person? Because the person who sang, apparently, the person who sang the the studio version of this everybody get a beer the Anonymous club, it wasn't OCBSA's voice on it. They you know they wrote the song for somebody, they used the OCBSA instrumentation and then they recorded it. But we don't know, I don't think we care, yeah, right. But if you'd used someone who was lesser known and wasn't Stone Boy, um, do you think you would have gotten the same impact? Or sometimes it also depends on the because you used a trending Stone Boy song, exactly, yeah. So a bigger artist, an already bigger song, and then you achieve the results. Yeah, do you think that also made a difference?

SPEAKER_02 34:55

It did, it made a significant difference because there was an existing emotional connection to the song, however, you can still use someone else and then still get it across. I think it all depends on the objectives you know that you want to achieve and how you position the music, I mean how you even use it and where you use it. But definitely, if there's that existing emotional bond of the person with the people, it makes it easier, you know, easier. Because if you don't have that, then it means the song might be really, you know, easy to remember, you know, very like connected emotionally, and that's what makes some people prefer to go with the existing foundation. But then it's very, very possible. Like the like uh we have a broom song, it was sung by a regular person, but it's really good, like people actually know about it, you know, because it had an emotional appeal, so definitely it it's not necessarily it has to be an you know artist, but it just gives you one foot already in instead of the the gamble of seeing if it will work or not, yeah. But then they're both effective.

SPEAKER_00 36:09

And um did Stoneboy know about this the results?

SPEAKER_02 36:13

Did you I mean he was you know he was so happy to push it. That's the good thing.

SPEAKER_00 36:19

Like he had so he so so he went from not pushing it to pushing it because now he has done something that he can relate to. Exactly. It was with that and he participated in the dance challenge as well. Oh, really?

SPEAKER_02 36:31

He did. He did, and it was like it was seamless, it was the most seamless collaboration we had ever had with him. Wow, because we were keeping him in his originality. I mean, it was seamless, and he he willingly, you know, was excited too because he saw it as it's unconsciously also pushing his brand, his brand as well. So it was very seamless, and it really also boosted the whole virality of the campaign.

SPEAKER_00 37:02

So for him, so this was a clear case of you working with an artist and against he executing a brief for you, exactly. Um, because it's more of a collaboration, yeah, like you said, very seamless, and it's aligned with a lot of his values as a brand, as a person, and so it was easy for him. Wow.

SPEAKER_04 37:24

Yeah.

SPEAKER_00 37:24

When when you got the numbers, I'm interested in the numbers because you know, usually when marketers run campaign, um accountants and CFOs are always complaining, you're spending so much, why giving this artist? What did you think the numbers were actually measuring? First of all, you had said that in the beginning, you had said that you wanted to the campaign to drive awareness to the brand. But did you see a shift? The 200 million impressions and the 5,000 um entries, did it affect sales?

SPEAKER_02 38:00

Absolutely. We actually we have achieved our target, and common 20 is one of the brands that was like almost sold out.

SPEAKER_00 38:09

You achieved your sales target? Yes. What was your what was the target?

SPEAKER_02 38:12

It was so for the Accrary, then it was 122,000 pieces.

SPEAKER_00 38:16

We wanted to sell 120,000 pieces for that month, yes.

SPEAKER_02 38:19

Okay, that that's modest. And we we did like over 240% of that.

SPEAKER_00 38:25

You're kidding. Yes, yes, we did that. 200 240 is 240 percent.

SPEAKER_02 38:28

Yeah, yeah, exactly. Even like we're we're all surprised. We're all surprised. It actually made us see that look, sometimes you just need to give the consumer what they want to feel experience instead of pushing, you know, the whole specifications because we that was where we learned that you know what they just want to feel, they just want to remember you, and I think it's that top of mind awareness that created that whole I worked with the boss, he hates that name, that phrase top of mind awareness because you know when they remember you and then they want to get a smartphone, you come to mind if they want to, if someone wants a smartphone they are recommending you come to mind. Yeah, exactly. Because you know, the the campaign, one of the objectives of it was to include uh an image of the common twenty in your your video. So you are not just singing and dancing to the song, you need to have the phone on the video, even if you don't have it in hand, you put it in the image on the video, pushing it exactly. Wow, exactly.

SPEAKER_00 39:40

So it creates that thing that yeah, it leaves an imprint on their brains, exactly. So if 5,000 people made the entry, it means 5,000 people actually put the image on their video, minus the impressions. Let's just say for every 5,000 person for out of the 5,000 people, for every one person that puts it out, they are getting say 1,000 impressions. And I'm sure that's if if they made it through, then a thousand is even modest. Probably 10,000 impressions multiplied by the 5,000 people. That's a lot. Is that wow?

SPEAKER_02 40:18

So, like we're very, I mean, as we saw it going viral, and I was okay. Now let's find a way to integrate the product because now the the name is you know going viral, becoming popular. Now we integrate the product and all that. And I mean, it was a really successful campaign. Really successful. The sales, good, wow, very good. So at least I think from there, we were able to get that trust from the sales, you know, team that look, it's it's not about selling the 5,000 milliamp hour batteries, you know. People don't even know what that means. Exactly. You get it, you know. So yeah, it it was uh uh you know a good wow.

SPEAKER_00 41:02

So in Akar region, you did the um 240 percent. What what about the other regions?

SPEAKER_02 41:09

So every everyone actually exceeded target because you know what we did because it was digital, digital doesn't have a a boundary, so every every the whole brand was like over their target for the common 20 series that we we released, and of course, it was all part of the the jingle was also part of you know what also sold that you know that particular model, common 20. Even up to now, people still really prefer that model, though we are at a common 50.

SPEAKER_00 41:40

But people still still prefer the common 20. Yeah, isn't that the the product itself was also good?

SPEAKER_02 41:48

It it was good, but I think one of the specs that we started with for the common twenty was the screen. We drop it, it wasn't gonna crack. We moved away from the glass to um a material that you know was anti-scratch and then also wouldn't crack it. So people they still feel that's the only model that has that, but all the models after that has the same the same, you know, but then they hang on the you know, but if hmm, I wonder how they got to know about that that feature if you didn't talk about the feature. We did on our digital, so we you know we it was a three-to-c funnel. So even though this was you know happening, we also made a conscious effort to you know pushes.

SPEAKER_00 42:35

So before they get to that, so when so after the consideration, when they get to the the buying stage, that purchasing stage, the decision they make there, you have information that guides them to make that purchasing decision as well. Wow. So when all of this happened and you saw this huge success, uh I'm I'm yet to speak to a lot more marketers who sit in this seat and tell us if they they had they had moved um with so much success, right? Move from 5,000 to 5 million and all of that. But what did this prove to you personally in about music, about marketing, about what happens when these two are aligned, properly aligned.

SPEAKER_02 43:23

For me, I think it's confirmed what probably I had forgotten the power of emotional connection and mental connection. Because I realized that even me if I'm gonna make a purchase, it's what I remember. And how easy is it for me to remember a brand. That's one thing I actually learned. And I also learned that you know, sometimes we overthink, you know, uh what the consumer needs but. One thing that has proven to work time and time again is when whatever thing you're pushing speaks to the emotions or the memory. Wow. It has to do one of these or both of them. And the how, because and how do you know the how? You first need to understand and accept the age we are in now. Now it's uh TikTok, it is an age of podcasts and a lot of you know jingle music, you know, age. So it you need to adapt, you know, and people are not really moved by certain things. You you need to integrate it into like the the things that they listen to, you know, where they listen to exactly listen to it and all that, and that is like one thing that I took away from you know my experience. So now I'm all about how my how do I feel about this.

SPEAKER_00 45:00

If so, even before you ship any campaign, you ask yourself first, how do you feel about it? Black who said this thing um on his interview with uh Kafuide that before he puts out any song here, if he feels good about it, exactly, exactly because he trusts himself so much that if he feels good about it, that's it. Yeah, that's good. You said something about adapting to the times, and you know what time it is now. Oh, yeah, it's AI time, it's AI time, Iriquois. It's AI time, yeah. And you you you're you are in the you're in the present, but you've also taken one leap into the future. Well, we are in the AI age, but I still think there's still more to come for AI.

SPEAKER_03 45:48

Oh, definitely.

SPEAKER_00 45:49

But you've all you've you've already made it a step there. Yeah, what is it like? Before we even get into it proper, proper, tell me, how is it like there right now? Just AI world.

SPEAKER_02 46:02

For me, I would say that uh, you know, I think what limits humans is writing. You have the idea, you know very well what you want, but you can't write hundred pages of your ideas. What they I think what the AI does is to simply bring your idea, you know, and expand on it. But then for me, it is always my idea. I write it in the most rare form, and then I say, you know what, put this together. And it's always my idea, just you know, written in a hundred pages because I can't write a hundred pages, and that is what AI has come to do to not to do your work for you, but to you know help you to put your ideas that you are thinking in your your mind, expanding it for you, for you to okay, go through and see which ones align with what you want to do in the present. So that's what I use the you know AI to do, and I also use it to create visuals of what I think I want to see. I can see in my mind's eye. So I draw what I have in my mind, and then I put it in the I explain what's in my mind. I mean, I am not an artist, so I can't draw to perfection, but I can draw it a framework and then you tell it what you're thinking about. Exactly, you know, and and with the music I created recently, I realized our social media page was quite boring. You know, we're using a lot of um third-party music. I'm like, okay, what if we also try to use something simple?

SPEAKER_00 47:43

Hold on, hold on. I I I want to ask, I want to ask you a question to lead to that point. What what brand are you are you using this for? Just AI music in advertising for for broom and everything. So you've got you've left techno, yes, so you are still in consumer electronics. So you used a human being, Stoneboard, it gave you 200% exact success. You decided that uh human beings are not enough. If if you are big, I'll give you 200 success. If you are big, I'll give you 200%, and a human being can probably write 10 pages, and AI can write 100 pages, then 10 exits. So you are going to look for 200 million percent. But what what drove you? I know you started talking about it, but I wanted us to backtrack. But what what what was your motivation behind because you've you've you've seen success, you've done one thing that has worked. Apart from the fact that they are expensive to employ, I get it, we all get it. But apart from all of that, what was your main motivation for using AI to develop songs for your campaign?

SPEAKER_02 48:55

I think one was curiosity, and all the fact that I had heard AI music on TikTok.

SPEAKER_00 49:02

On TikTok, yeah, it's like this is good. Someone played someone, they're like, bro, yeah, the person reacted to this and said they were listening to the song during the spirit, yeah, and all of a sudden they realized there's just something about this, yeah, that is able to understand the emotion you want to put in a song.

SPEAKER_02 49:25

So for me, it was that, and then also the curiosity to try it out. So definitely, you know, I had to put my script as usual together and describe the emotion that I want this particular, you know, um, song to have. So for me, it it's more of curiosity, and I had also experienced the AI music. Fantastic.

SPEAKER_00 49:49

So, what did the conversation actually look like between you and AI? Because in Stone Boy's case, you wrote the song. Yeah, he was your brand ambassador. You understood how you were thinking about your brand. He understood your brand. So you wrote the song, you sent it to him. Yeah, he moved a few things, exactly.

SPEAKER_02 50:04

Yeah, he perfected it.

SPEAKER_00 50:06

Walk us through how you did the same with AI, how are you brainstorming with AI on this?

SPEAKER_02 50:11

Let me let me give some free tips here. Tell us. So, for me, before I like I go into um strategy mode with AI, I first take the AI through it's more like an introduction, like on an onboarding process. Okay. So I put in my website.

SPEAKER_00 50:27

So like your onboarding um an ambassador.

SPEAKER_02 50:30

A particular chat, exactly.

SPEAKER_00 50:31

Because when you when you listed uh Stone Boy, you you had to brief him about your brand.

SPEAKER_02 50:35

Exactly. Okay, exactly. So it's the same process. Put in the websites, putting everything, and I asked it to study the brand, you know, go through it, it does all that. And then I now tell it this is what I want to do for this for social media because you know, no, it's like every channel is different. This is what I want to achieve. I want people to be on our social media. Every post they click on, they hear the song, and you know, gradually it resonates. So we had that we get that chart, you know, how many seconds I think it should be between 30 seconds to you know 45 seconds. Like I want it to be a bit fast, but not so fast. I want it to be funky, you know. So these are some of the so we have a chart so we finally come to okay. So these are the things I want to highlight this locomatic as a premiere destination. You know, you get all your premium stuff, this and that, and that we put it in, and I also put in the the brands I want to feature okay for you to also look at the brands and their brand identity, the style of messaging, how they are positioning themselves. They said that now, okay, you have all the three to say information, right? So now let's get into the specifics. Create a jingle. Wow, you know, because I I do I don't want that the AI to work out of the, you know, I needed to understand that these are the brands because AI doesn't think exactly, it can't think, exactly. So I'm a very like pro AI, you know. Yeah, I'm I'm not in a hurry. I always want to make sure the AI understands where I'm coming from, then and I always get the best out of out of it.

SPEAKER_00 52:25

So that is one of the things I do, put inside the website or any other, you know, um brand information, brand informations, because I needed to understand each of the brands, then you move on to the when you are working with Stone Boy, um, I wouldn't say there was resistance, but in any human relationship, you need to build a trust, there has to be that authenticity. Um, and if in the in case in the case of the previous jingles that Stone Boy was a bit resistant to, there was resistance. How different is it with AI? Um, do you tell AI to critique some of your ideas, or it's just I am the boss here, do as I say?

SPEAKER_02 53:11

No, so I I actually access it to critique, but I I am also conscious of the fact that it may not have enough information. So I listen to, I mean, I see it's critique, but then I also tailor it to you know the information I have from my own research and observations as well. So I don't rely 100% on AI, you know, but I also you know do my own research and all that. But then most of the time, because of how I query the AI, 90% of the time we are aligned.

SPEAKER_00 53:51

Gives you the best quality. Was there anything, any output AI gave you that surprised you?

SPEAKER_02 53:58

The song, actually.

SPEAKER_00 54:00

Really? How good was it?

SPEAKER_02 54:02

Oh, it was good. It was good, and and the fact that it understood how I want the beginning hook and the ending hook to be because I only have five seconds to you know let you remember the name of the brand. It got it perfectly.

SPEAKER_00 54:18

So is the song doing magic currently with your audience?

SPEAKER_02 54:21

Yes, for uh one of our brands, Electromats. Um, I don't know if you know Electromat. I know Electromatic. Okay, so top of mind is a problem, you know. So for with the brand, yes, but the brand, you know. So the idea for it is to always have that with all our arts, all our you know, digital um platforms. So the beginning has Electromaggana, yeah. You know, so okay, yeah, knew this, do that, yeah. Yeah, so the beginning just had Electromath gana, yeah. You know, then it's you know it's it actually has a very Ghanaian tone to it, you know.

SPEAKER_00 55:06

So Electromaggana it's it's not a funny AI tone that sounds like not at all.

SPEAKER_02 55:15

Not at all. Wow, not at all. We use a lot of software as well.

SPEAKER_00 55:20

I was gonna I was going to be there. What what AI tool do you use?

SPEAKER_02 55:23

We use a combination of chat GPT, Gemini Hicksfield, and then okay, Sono.

SPEAKER_00 55:29

Okay.

SPEAKER_02 55:29

Yeah. Before we go into Sono to create the the music, we you know we've done a lot of refinement in all the you know these you know places, you know, but Sono is the best app for creating music. Yeah. I tried once with uh Gemini, it's a no for me for music. Yes.

SPEAKER_00 55:52

I have I have my own reservations about Gemini. I think um most of these Gen AI tools, they are best for specific things. Exactly. Um, so but do you see at what scale do you see this? Um I was gonna ask about the results, first of all. So, twofold question. At what scale or what what has been the results with or the progressive results? Let me put it that way, because it's pretty new, right? Yeah, the progressive results you've seen with the AI song, the AI music that you've done in in your marketing, and how at what scale do you see AI being used in advertising? Um, do you think you would get to a point where people use AI to generate music and they would create dance challenges like you did with with with Stoneboy, even yourself? Are you going to do something like that? Because if you can use instead of now using Stoneboy to do the song and Stone Boy participates in a dance music, you can employ DWP, you have the song, you tell them, listen, do a dance challenge and let's just go viral. Do you have plans of doing that?

SPEAKER_02 56:58

I mean, it's an option, it's a very good option. But you see, one thing is that um AI cannot override fan love. People love Stoneboard. Sometimes that fan love is like one foot into the success. AI is good, but then it's at the moment, fan love also is very necessary because if you give the song to DWP, it's more like you're trying to advertise a song or you know, something like that. It may work, it may not. For now, I would prefer to use a combination of both trial with this, see how it works, but not completely let go of the human, you know, aspect of you know, the fun love is what is expensive, exactly, it's not the artist, not necessarily it's the fun love, I mean the influence, right? Exactly. The influence, you know, because if if someone should sing your you know product music, I mean you know very well that you already have like 10 million people already listening to you compared to if you're giving it out to someone, yeah.

SPEAKER_00 58:19

So for all the things that you have done with the field jingles, using Stone Boy to writing a song for Stone Boy, seeing that success, and now developing um song for campaign. Sorry, it's campaign with AI. What do you think that um how what do you think all of this teaches a marketer, right, about how brands use music to communicate to their audience?

SPEAKER_02 58:48

One of the most important things is to be like remembered and it has actually taught me personally to prioritize being remembered, you know, um, particularly targeting the emotional, you know, aspect of the human than the logical all the time. Because that is what lasts a lifetime, like currently like we're discussing, you actually still remember the the club being because of you know, you still remember you resonate with it. That's what it has actually taught me, and then it has taught me to always be up to the trend and to accept when there's a new media. Today is TikTok, today's music, tomorrow it could be AI universe. We just need to be banculita, exactly, you know, exactly. We just need to embrace this, you know, new things. Because now people people want something new. I mean, who thought bancolita would go viral?

SPEAKER_03 59:55

You know, so it's crazy.

SPEAKER_02 59:56

It's actually, you know, it tells us not to limit ourselves, tells us to explore, especially things that have to deal with people's memory and emotions. Because now these are the things that people crave more, these are the things people resonate with most, and this is what they remember. They don't remember if your product has uh the most you know high spec. They don't remember it, you know. So brand love is like right now the most important, and how do you achieve it through you know intentional um strategies, through music, through you know all these things that resonate with our our mind and our our hearts because now that's what people are really you know buying into, even with influencer marketing, that's the the new trend. Now, if if you uh do a product to someone and do unboxing and all that, it doesn't work anymore. You want to integrate seamlessly into you know the person's um craft and audience, so that is the generation we are in now, and every marketer must accept and adapt to it, yeah. And you know, of course be advanced with the AI because I am actually looking at maybe you know, we're going to AI universe, yeah. So adaptability is very important and let go of the you know what old ways we think works and look at the majority of the consumers because if if you are targeting the guitar and look at the statistics, the Gen Z are yeah, flooded exactly. So you really you know want to be like a likable brand through music and other you know intentional content you put out.

SPEAKER_00 1:01:50

I think it's very important what you've just said to be likable because I think during our time we didn't really care about liking brands, right? No, it was more about what the brand can give us, but now for Gen Z they must like you to purchase you.

SPEAKER_02 1:02:08

There's this they they want to feel like they are part of a certain community, yes.

SPEAKER_00 1:02:13

If you're your brand and you feel detached, exactly see that they don't want to do have anything to do with you, they want to feel like uh it it's just a unique, yeah, you know, positioning they have actually. So what I've learned is that based on the question that I asked, is regardless of the medium you're using, whether you're using a human being, like Stone Boy or you're using AI, the bottom line is make sure whatever you're producing touches the hearts of the people.

SPEAKER_02 1:02:45

Exactly.

SPEAKER_00 1:02:45

Right? It makes them feel something.

SPEAKER_02 1:02:48

Exactly.

SPEAKER_00 1:02:49

If I came to you, if or if any brand manager came to you and they said they wanted to use music with the success that you've achieved with um in your career so far, using music and marketing and advertising, what was what would be the first question you're gonna ask then?

SPEAKER_02 1:03:05

What do you want to achieve? Who is your audience?

SPEAKER_00 1:03:09

Why that question?

SPEAKER_02 1:03:11

Because you need to know what you want to achieve to even know the kind the style of music you want to produce and who is your audience. We are all different. The Gen Z they have a way that they like their stuff, millennials are different. When you can answer these questions, now you can know the direction you want to take it because sometimes we create the product and we're now looking for who to you know love it. You need to know who you want to you know target and create what they want so that it's easy for them to resonate with what you have done. So for me, that's a question: what's the goal? You want them to dance to it, do you want them to feel like oh this is so amazing? What do you want them to feel? And who are the audience? When you have that, then you know what they like to listen to. Do you want to go on my piano way? Do you want to go Celindion way, like you know? So you need to know the goal, right? Celindon foul. Exactly. So, I mean, imagine I mean you are at that you are going uh Celindion way, you know. Exactly. So if if you know the goal and who the audience are, that is the beginning of you know, identifying even the what works for you know, you and what's your brand. How do you want people to associate with your brand? What do you want them to remember when they hear the music? For for Broom, we our music is tailored towards you feeling a sense of home, family, because it's you know um home appliances. That is our focus, so our songs are very emotional, you know, has that you know family bonding and all that for collector mat it's a bit upbeat because it's a retail destination. Okay, so it's it's about a goal. So based on the goal, your product and your brand positioning, like how do you want to be positioned, then you know how to you know finesse the music for you.

SPEAKER_00 1:05:19

It's why sunlight used that tune exactly.

SPEAKER_02 1:05:22

It was calm and yes, exactly, and then yeah, yeah, everybody exactly, because you know it's it's an outdoor product, yeah. So definitely.

SPEAKER_00 1:05:32

What do you think? And this is to wrap up the conversation. I'm enjoying this, but um, at some point, all good things must come to an end. But what do you think would still be true about advertising, music, and marketing in this art discipline in the next 20 years when Gen Zs are not the ones dictating the markets? What do you think will still be true as long as human beings are concerned in this art discipline?

SPEAKER_02 1:05:57

How people felt about You think that would never change? It it's I mean, you still remember the beer. I do. I still remember sunlight. You know, sunlight. It's even if today they come to the market, I know them. I'll buy sunlight.

SPEAKER_03 1:06:14

Yeah.

SPEAKER_02 1:06:15

How you made them feel and how easy it is to, you know, memorize your song. So it's the content and how it resonates mentally and emotionally. That is really it. Aside that, I I nothing you know would resonate for the next 30 years. And it's how the person felt, you know, about that music that you put out there. Even the next you know, 30 years. Some of the music you remember are those that resonated with an experience or you know, with an experience. Exactly. So there are many music I mean out there, but it's just you remember a few. Exactly. That's true. Because you can, you know, relate, connect with it. Yeah, connect with it.

SPEAKER_00 1:06:58

Wow. Yeah. Well, we hope that this episode made you feel like you are a star brand manager because now you are going to apply all of the skills and the insights you've learned to, I mean, improve your brand, have some insights to come up with the best uh campaigns to run. Erikua, thank you so much for making the time to come. We've enjoyed this conversation. 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 this as exciting as you did. And also, please do subscribe to this channel.