Original Music for On-Screen Performances: Navigating Nollywood’s Unique Challenges and Hollywood Soundtrack Success
June 27, 2024
Original Music for On-Screen Performances: Navigating Nollywood’s Unique Challenges and Hollywood Soundtrack Success
Creating original music for on-screen performances in films remains a complex and often challenging aspect of the music in film industry. This is particularly true in Nigeria, where many established artists and rights holders are affiliated to labels, distributors, or publishers. These affiliations often grant exclusive rights to their writing and recording activities, increasing the complexity of creating original music for theatrical and SVOD use. This article explores the intricacies and hurdles involved in securing original music for film, highlighting the unique landscape of Nigeria’s music industry and its impact on filmmakers seeking to enhance their on-screen storytelling through music and best practices as well as taking a cue from Hollywood Soundtrack Success Prime Video’s “The Idea of You”.
An On-screen Performance otherwise known as an On-Camera performance involves the rendition of a music performance by an actor or actress in the film. Music performance here is not limited to a proper performance with a live band and Background Vocalist but includes the Actor singing a song aloud in the foreground or background in the film itself. We have seen amazing on-camera performances in Nollywood ranging from the “Beggars scene performing Gabriel Eziashi song Aka Jehovah” in A Tribe Called Judah produced by Funke Akindele Network to Toyin Abraham Productions movie “Ijakumo” Church scene with church music performances to the concert scenes in Inkblot Productions/Filmone Entertainment “Palava”.
The song performed on-screen can either be an already released song known as “Commercial Music” or an original music. When a piece of new music is composed for the film, it is called original music. Original music created for the film has a lot of interesting advantages including being part of the film’s unique identity, being easy to use for marketing without limitations etc but it is more interesting when it becomes part of a soundtrack and experiences further success as seen in the Amazon Original an “Idea of You” available on Prime Video.
The film ‘The Idea of You’ features a fictional boy band named ‘August Moon,’ portrayed by five actors. Despite their roles as fictional characters, the music is performed using their real voices, and these tracks are available on various streaming platforms. This setup has also extended to creating a social media presence for the band.
Although the boy band is a creation for the film and the actors aren’t professional singers, the music and the group have achieved notable success. This level of popularity is akin to what one might expect from actual bands featured in reality shows or competitions. For instance, their TikTok account has amassed over 150,000 followers and received 2.8 million likes, while their Spotify profile attracts roughly 2.8 million monthly listeners and has nearly 100,000 followers. Additionally, the soundtrack has made a successful debut on the Billboard charts, where it continues to perform well.”
Could the soundtrack’s success be a result of the famous “One Direction” Band’s influence?
Yes, the success story of the soundtrack will not be complete without mentioning the influence of the well-known band “One Direction”. The album features 11 tracks, including seven originals, acoustic versions, and remixes, and showcases a sound that bears a resemblance to One Direction’s style. This similarity can be attributed to the involvement of Carl Falk and Savan Kotecha, who were behind One Direction’s hit “What Makes You Beautiful” and contributed to nine of the album’s tracks. The nostalgic appeal of One Direction’s sound, along with familiar chord progressions and rhythms, may resonate with listeners, particularly on social media platforms like TikTok, leading to increased streaming numbers on DSPs, views on Youtube and Tiktok and ultimately viewing hours on Prime. Additionally, the release of the music video has further boosted the soundtrack’s visibility and popularity, leveraging the typical impact that visuals have on music engagement.
Original music composed specifically for movies holds a unique significance, as it is intricately designed to complement the narrative and emotional landscape of each scene. This bespoke approach fosters a profound connection between the audience and the film experience, enriching the storytelling and enhancing the overall impact of the film or TV series. In essence, the original music tracks are not merely an accompaniment but a vital component that deepens the viewer’s engagement and emotional investment in the story.
What next?
It will be interesting to see Production Studios and filmmakers recognize the significant impact a soundtrack can have on a movie’s success and consider it as a strong marketing channel with a solid attribution rate to the overall marketing activities. Instead of the soundtrack being a mere formality on digital streaming platforms (DSPs), comprehensive marketing campaigns and rollouts incorporating deliberate storytelling into the campaigns can help generate top of mind awareness and engagement for the movie, enhancing the overall success of the film’s intellectual property (IP).
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