Hasta La Creative!

I’ve worked at a lot of places in my more than 10-year creative career, and there’s something that’s always troubled me: Whether it’s a branding firm, a production company or an ad agency, music seems to be treated as an afterthought.

The beauty of music is its ability to punch you in the gut and evoke an emotional response. While visual form alone can have a strong emotional effect, rarely can it hit the soul as hard as music can. Music reaches us on a deeply primitive level. You just “feel” it.

That’s why I’m confused to find that so many people in branding and advertising take it for granted. I’ve often seen music punted to the last minute, undermined or misused in a wide range of creative endeavors and brand-identity campaigns, from commercials to retail experiences, inside restaurants and even in feature films.

Continue reading at AdAge.com