At MBMI, we have a lot of intelligent consultants who possess some very useful skills. Many of those skills are cutting edge and indicative of some of the newest work we do in the fields of broadcasting, electronic publishing, social media, hospitality and VIP Concert security. Those are not the skills that this blog covers.
I’m an old jingle guy. During my years as a radio and television programmer and talent, I used and/or created at least twenty different jingle packages. I also spent five years of my career creating jingle packages and programming for a large Dallas-based jingle company. Later, I worked closely with the King Of Jingles, the late Tom Merriman (the TM of TM Productions) and his court jester, my good friend, Tony Griffin. The lessons I learned are exceeded only by the tall tales they would tell over a good, stiff adult beverage at the end of the day. The drinks aside, I recall that they taught me four secrets of creating a custom jingle package. I’d like to share them with you.
Many radio programmers have abandoned jingle IDs. It’s understandable; things change. But one thing that does not change in the radio business, whether you are operating in PPM, diary or telephone recall ratings environments, your listeners need to remember which station is their favorite. Top-of-mind awareness is never a bad thing, and jingles go a long way to help in many situations. They are mnemonic devices at the most basic level. Your station name or call letters, coupled with catchy musical themes.
By example, who doesn’t know the companies represented by such tune-filled advertising as:
“Like a good neighbor… ____ is there.” (State Farm Insurance), or
“You deserve a break today, at _____.” (McDonalds)
And what guy under 50 doesn’t know the ESPN ‘Da da da da da da?”
So let’s take a look at the classic basics you should look for, even if you are dealing with the hippest jingle ID company on the planet…and they all claim to be.
There are four phases of creating a custom jingle package: