The ad world, for all its faults, has long been an unofficial bootcamp for creative talent. But somewhere along the way we forgot the musician.
When David Fincher makes a film I see it, period. But would those films exist if he hadn’t cut his teeth in advertising? Would we have Ridley Scott? Glazer? Blomkamp? The importance of our work isn’t just in the stuff we make, but what happens to those who make it.
This artist pipeline doesn’t just exist on set. Writers, designers, producers, art directors… if good… are here selfishly to grow beyond our bounds. This is a cultural role that we should nurture, but I fear we forgot someone.
Admit It: Music Is An Afterthought
Think back to the last time you created a concept for a video production of any kind. Was there a musician in the room? Did the discussion revolve just as much the sonic direction as it did the visual one? A not-so-favorite of mine: did you spec your spot to a song you can’t afford, and then hire a musician to copy, paste & tweak?
Dare I ask… was music even discussed at all? The reason I know the answer is no is because of what you end up making. A pretty piece of content set to a track that makes us forget it immediately. “In one ear, out the other” they say?
What makes commercial work a proving ground for directors, designers, and writers isn’t the paycheck. It is the challenge. The constraint. The pressure to communicate something specific, for someone specific, in a way that doesn't just serve the brand—but also expresses a point of view.
And in return, they learn to craft. To collaborate. To adapt their voice without losing it. That’s how a good creative becomes a great one.
Don’t leave the music downstream. Give a someone that specific seat in the room & watch your pretty pictures receive the support they deserve.
Stock Music Sucks & It’s Your Fault
Platforms like Artlist and Epidemic Sound exist. Yippee. Slick libraries that license songs from real musicians for commercial use. But these platforms aren’t creative incubators. They’re vending machines.
The work gets done in a vacuum. These musicians don’t receive a brief. They don’t see the edit. They don’t talk to a director, sit in on a mix, or collaborate with anyone building the piece their music will help define. The music exists as content uploaded into a catalog, waiting for someone… anyone… to assign it meaning.
Musicians deserve to act with intent. To contribute to a shared vision. To know where their work lands and why it matters.
The Win-Win
This is surely a rally cry. A don’t forget about us. A call to remember that not only do agencies & production companies aid brands, we develop creatives.
But let’s be clear: if you want to win at both, please don’t forget the musician.
