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Want a real jingle?
Unlike the twee “large continent” sounding offering the other guys do?
What is a “real” jingle? Well, it is a 30 second song, that becomes a household hit…it has durability and minimal turnoff factor and it doesn’t pay homage to trend although it might do by accident. It has quality music and vocals and will stand the test of time. It will be the sort of jingle you find yourself singing/humming! When did you last do that?
Well that is what we do and have been doing for a long time on New Zealand radio. Some jingles we have produced in the 1990’s are still on air tonight! Some jingles we produced in the 1980’s are still on air this very day. They have substance, so they last.
We will avoid singing 0800 numbers but if we really have to we will, We will make a jingle that has lyrics all the way through but mostly you will use the version that only has a vocal at the head and tail with a voice over in between.
We understand that there is a small chance we may not get it right but odds are we will. If we don’t you’re off the hook.
That’s it, that’s the sell.
A great jingle is worth untold.
It’s an audio logo, it’s a sonic brand, it’s the company icon. “Giltrap City Toyota” written and produced by Larry in 1987 and still going strong today would be a classic example of this.
But there are jingles and there are jingles. Larry’s jingles are melodic and catchy, so many existing examples prove this: Kings Plant Barn, Gotta Get A Garage, The Cheesecake Shop, Chemz, to name a few. Making a jingle that rises above the ordinary is a skill that comes from years of playing live and being part of the modern music over the past four decades. Not to mention the subtle art of recording.
Sometimes a jingle is just a top and tail vocal over a 30second bed, other times it is a full sung track, either way when done well the client has something special with which to make a lasting impression.
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