To promote its new AirPods Pro, Apple used a cover of the iconic Pixies’ song “Where Is My Mind?” 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 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.
1 – Familiarity
Well-known songs already have an audience, and people tend to feel more connected to something they already know and love. By using a cover of a well-known song, a brand can tap into the emotional and nostalgic ties people have with the original, creating an instant connection with the audience.
2 – Attention-grabbing
When the audience hears a familiar song with a new twist, it sparks their interest and prompts them to pay closer attention to the ad.
3 – Cost-effectiveness
Music licenses (see our article on the different types of license) for using original versions of well-known songs can be extremely costly. Therefore, using a cover can be a more affordable alternative while capitalizing on the song’s popularity.
4 – Flexibility
Brands can use covers to alter the lyrics or adapt the song to better fit the message or theme of their campaign. This allows them to tailor the music to their specific marketing needs and add their own touch.
This is what Facebook did, for example, when they used a slower, more melancholic cover by Lykke Li of the disco classic “I Will Survive” to better align with the message of their post-COVID campaign on small businesses.
5 – Avoiding associations
Sometimes, brands want to steer clear of any potential negative associations that the original song might have. By using a cover, they can distance themselves from any controversy or issues surrounding the original artist.
6 – Creativity and differentiation
A well-executed cover can give a fresh and unique twist to a familiar song, helping the campaign stand out from its competitors and be more memorable.
7 – Intergenerational appeal
Using covers of famous songs can bridge the generation gap, appealing to a broader audience that includes both younger and older demographics.
In summary, the use of cover songs in ads is a strategic choice aimed at enhancing the overall impact of the campaign and connecting with a target audience on an emotional level.
By the way, in case you need to produce a cover, we are here to:
- Carefully review your brief to identify your musical needs;
- Set up the necessary technical and artistic means to create the music under the best possible conditions (casting talent, executive production, and contract management);
- Negotiate music licenses so that you can use them freely without worrying about legal repercussions.