{"id":691,"date":"2023-09-16T22:16:06","date_gmt":"2023-09-16T22:16:06","guid":{"rendered":"https:\/\/soundplify.com\/?p=691"},"modified":"2026-10-16T10:54:24","modified_gmt":"2026-10-16T10:54:24","slug":"why-cover-songs-are-increasingly-used-in-todays-ads","status":"publish","type":"post","link":"https:\/\/soundplify.com\/fr\/why-cover-songs-are-increasingly-used-in-todays-ads\/","title":{"rendered":"Pourquoi les reprises sont-elles de plus en plus utilis\u00e9es dans la pub ?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Pour annoncer ses nouveaux Air Pods Pro, Apple a utilis\u00e9 pour sa campagne une reprise du morceau embl\u00e9matique des Pixies \u00ab Where Is My Mind? \u00bb interpr\u00e9t\u00e9 par Tkay Maidz. Cette pub, cumulant plus de 28 millions de vues sur YouTube, est loin d\u2019\u00eatre la seule \u00e0 faire recours \u00e0 cette pratique.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"The new AirPods Pro | Quiet the noise | Apple\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/fVW8-px4Ufw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Cette tendance ne fait que s'accro\u00eetre et elle est loin de s\u2019\u00e9teindre. La question qu\u2019on se pose donc c\u2019est pourquoi les reprises sont-elles de plus en plus utilis\u00e9es dans la pub ? Voici pour vous les 7 raisons pour lesquelles les marques priorisent les reprises qu\u2019aux chansons originales.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-left\"><strong>1 \u2013 Familiarit\u00e9<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Les chansons connues ont d\u00e9j\u00e0 un public et les gens ont tendance \u00e0 se sentir plus connect\u00e9s \u00e0 quelque chose qu'ils connaissent et aiment d\u00e9j\u00e0. En utilisant une reprise d'une chanson bien connue, la marque peut puiser dans les liens \u00e9motionnels et nostalgiques que les gens ont avec l'original, cr\u00e9ant ainsi un lien instantan\u00e9 avec le public.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>2 \u2013 Attirer l\u2019attention<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Lorsque l\u2019auditoire entend une chanson famili\u00e8re avec une nouvelle tournure, cela suscite leur int\u00e9r\u00eat et les incite \u00e0 pr\u00eater plus d\u2019attention \u00e0 la pub.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-left\"><strong>3 \u2013 Rentabilit\u00e9<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Les licences musicales (voir notre <a href=\"https:\/\/soundplify.com\/fr\/5-licenses-you-need-to-know-before-using-music-for-your-content\/\">article<\/a> sur les types de licences) pour utiliser les versions originales de chansons connues peuvent \u00eatre extr\u00eamement co\u00fbteuses. Pour cela, l'utilisation d'une reprise peut \u00eatre une alternative plus abordable tout en capitalisant sur la popularit\u00e9 du morceau.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-left\"><strong>4 \u2013 Flexibilit\u00e9<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Les marques peuvent utiliser des reprises pour modifier les paroles ou adapter la chanson afin qu'elle corresponde mieux au message ou au th\u00e8me de leur campagne. Cela leur permet d'adapter la musique \u00e0 leurs besoins marketing sp\u00e9cifiques et d'ajouter leur propre touche.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u2019est ce qu'ont fait Oasis par exemple ou Facebook lorsqu\u2019ils ont utilis\u00e9 une reprise plus lente et m\u00e9lancolique de Lykke Li du morceau classique de disco \u00ab I Will Survive \u00bb pour mieux accompagner le message de leur<a href=\"https:\/\/www.ispot.tv\/ad\/neOT\/facebook-survive\"> campagne<\/a> sur la difficult\u00e9 des PMEs post-covid.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-left\"><strong>5 \u2013 \u00c9viter les associations<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Parfois, les marques souhaitent \u00e9viter toute association n\u00e9gative potentielle que la chanson originale pourrait avoir. En utilisant une couverture, ils peuvent se distancer de toute controverse ou probl\u00e8me entourant l'artiste original.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-left\"><strong>6 \u2013 Cr\u00e9ativit\u00e9 et diff\u00e9renciation<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Une reprise bien ex\u00e9cut\u00e9e peut donner une touche fra\u00eeche et unique \u00e0 une chanson famili\u00e8re, aidant la campagne \u00e0 se d\u00e9marquer de ses concurrents et \u00e0 \u00eatre plus m\u00e9morable.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-left\"><strong>7 \u2013 Attrait interg\u00e9n\u00e9rationnel<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">L'utilisation de reprises de chansons c\u00e9l\u00e8bres peut combler le foss\u00e9 entre les g\u00e9n\u00e9rations, en attirant un public plus large comprenant \u00e0 la fois des groupes d\u00e9mographiques plus jeunes et plus \u00e2g\u00e9s.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Dans l'ensemble, l'utilisation de reprises de chansons connues dans les pubs est un choix strat\u00e9gique qui vise \u00e0 renforcer l'impact global de la campagne et \u00e0 se connecter avec un public cible sur le plan \u00e9motionnel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u2019ailleurs, dans le cas o\u00f9 vous devez produire une reprise, nous sommes \u00e0 votre \u00e9coute pour :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Lire attentivement votre brief pour identifier vos besoins musicaux ;<\/li>\n\n\n\n<li>Mettre en place les moyens techniques et artistiques n\u00e9cessaires pour r\u00e9aliser la musique dans les meilleures conditions possible (casting de talents, production ex\u00e9cutive et gestion de contrats) ;<\/li>\n\n\n\n<li>N\u00e9gocier les licences musicales pour que vous puissiez les utiliser librement sans se soucier d\u2019une r\u00e9percussion judiciaire.<\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>To promote its new AirPods Pro, Apple used a cover of the iconic Pixies&#8217; song &#8220;Where Is My Mind?&#8221; performed by Tkay Maidz for its campaign. This ad, with over 28 million views on YouTube, is far from being the only one to employ this practice. Indeed, there has been a noticeable surge in the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":693,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-691","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culture"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why Cover Songs Are Increasingly Used in Today\u2019s Ads | Soundplify<\/title>\n<meta name=\"description\" content=\"There has been a noticeable surge in the use of cover songs in advertisements in recent years. This trend is only growing, showing no signs of fading away. So, the question arises: why are cover songs increasingly utilized in advertising? Here are seven reasons why brands prioritize covers over original songs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/soundplify.com\/fr\/why-cover-songs-are-increasingly-used-in-todays-ads\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Cover Songs Are Increasingly Used in Today\u2019s Ads | Soundplify\" \/>\n<meta property=\"og:description\" content=\"There has been a noticeable surge in the use of cover songs in advertisements in recent years. This trend is only growing, showing no signs of fading away. So, the question arises: why are cover songs increasingly utilized in advertising? Here are seven reasons why brands prioritize covers over original songs.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/soundplify.com\/fr\/why-cover-songs-are-increasingly-used-in-todays-ads\/\" \/>\n<meta property=\"og:site_name\" content=\"Soundplify\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/soundplify\" \/>\n<meta property=\"article:published_time\" content=\"2023-09-16T22:16:06+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-16T10:54:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/soundplify.com\/wp-content\/uploads\/2023\/09\/The-New-AirPods-Pro.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Cedric Lowis\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@soundplify\" \/>\n<meta name=\"twitter:site\" content=\"@soundplify\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Cedric Lowis\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/soundplify.com\\\/why-cover-songs-are-increasingly-used-in-todays-ads\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/soundplify.com\\\/why-cover-songs-are-increasingly-used-in-todays-ads\\\/\"},\"author\":{\"name\":\"Cedric Lowis\",\"@id\":\"https:\\\/\\\/soundplify.com\\\/#\\\/schema\\\/person\\\/2356efd0ee5db2b02bd2fd0d9dc1e65a\"},\"headline\":\"Why Cover Songs Are Increasingly Used in Today\u2019s Ads\",\"datePublished\":\"2023-09-16T22:16:06+00:00\",\"dateModified\":\"2026-10-16T10:54:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/soundplify.com\\\/why-cover-songs-are-increasingly-used-in-todays-ads\\\/\"},\"wordCount\":502,\"publisher\":{\"@id\":\"https:\\\/\\\/soundplify.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/soundplify.com\\\/why-cover-songs-are-increasingly-used-in-todays-ads\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/soundplify.com\\\/wp-content\\\/uploads\\\/2023\\\/09\\\/The-New-AirPods-Pro.jpg\",\"articleSection\":[\"Culture\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/soundplify.com\\\/why-cover-songs-are-increasingly-used-in-todays-ads\\\/\",\"url\":\"https:\\\/\\\/soundplify.com\\\/why-cover-songs-are-increasingly-used-in-todays-ads\\\/\",\"name\":\"Why Cover Songs Are Increasingly Used in Today\u2019s Ads | Soundplify\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/soundplify.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/soundplify.com\\\/why-cover-songs-are-increasingly-used-in-todays-ads\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/soundplify.com\\\/why-cover-songs-are-increasingly-used-in-todays-ads\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/soundplify.com\\\/wp-content\\\/uploads\\\/2023\\\/09\\\/The-New-AirPods-Pro.jpg\",\"datePublished\":\"2023-09-16T22:16:06+00:00\",\"dateModified\":\"2026-10-16T10:54:24+00:00\",\"description\":\"There has been a noticeable surge in the use of cover songs in advertisements in recent years. 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This trend is only growing, showing no signs of fading away. So, the question arises: why are cover songs increasingly utilized in advertising? 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After being a violinist at DePaul University in Chicago from a young age, he returned to Paris to fully devote himself to original composition. 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