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First published June 29, 2023
The word soundtrack has always been connected to movies but a deeper look into it indicates we always have a soundtrack for every experience in real life. The Ocean Gate Sub has been a top conversation in the past few days with a lot of storytelling and education about the Titanic; about the ocean using significant illustrations like Mount Everest to the Eiffel Towers as well as hearing amazing stories from Sailors to also watching Instagram stories using the Titanic theme song with a lot of people expressing their condolences for the five individuals who tragically lost their lives on the submersible. In a world where music and film often intersect to create magical moments, Celine Dion’s timeless ballad, “My Heart Will Go On,” from the blockbuster movie Titanic, has experienced a significant surge in streaming numbers following a tragic submersible disaster. This unexpected event has shed light on the influential role of music in movies and how strategic music placement can propel streaming numbers to new heights once again. The Streaming bump validates the theory that a successful music placement will always lead to music discovery and subsequent consumption. In this article, I explore the timeless impact Music licensing brings to a film project as well as to the music rightsholders…A win-win for the Licensor at “Needle Drop ” and for the Licensee post-Needle Drop.
Five Interesting timeless impacts a Music placement can bring to a film and a music project include:
Memorable music helps the audience recognize and remember a movie long after they have watched it. Iconic songs like those from “A Star is Born” and “Shallow” as well as the “Titanic” and “My Heart Will Go On” have become synonymous with their respective films, generating strong associations in the minds of viewers. Returning to the recent surge in streaming numbers for Celine Dion’s “My Heart Will Go On,” we can observe a similar phenomenon. The tragic submersible disaster involving the OceanGate sub inadvertently reignited interest in the Titanic movie and its iconic theme song. News of the disaster, mirroring certain elements of the film’s storyline, captured public attention and rekindled their emotional connection to the movie. As people sought information on the submersible tragedy, they rediscovered “My Heart Will Go On” and turned to streaming platforms to listen to the song once again. According to Complex, Spotify reported that the track garnered over 500,000 streams within a short span of time following the incident. This surge in streaming numbers demonstrates the enduring impact of music in film and its ability to resonate with audiences even years after its release.
A key component of the Disney Flywheel also known as Synergy Map first laid out in 1957 is the role of Music in Creating New Markets and opportunities for audiences to interact and participate further in the project. One important role of music in the Map is to “KEEP FILMS IN MIND WHEN THEY ARE OUT OF CIRCULATION”. The impact of the music extends beyond the film itself, becoming an integral part of its overall marketing campaign. By incorporating the music into promotional materials, such as trailers and advertisements, the music becomes associated with the film in the minds of the audience. This association helps to generate anticipation and excitement among potential viewers, as the familiar song acts as a reminder of the cinematic experience they can expect. On July 15 2024, Titanic was added to Netflix’s catalogue.
The placement of “Running Up That Hill” in the specific scene or context within Stranger Things Season 4 remains an opportunity for viewers to discover the song within the narrative of the show. I heard of the 1985 released song for the first time in the Series and my millennial colleague back then hummed to the chorus. By associating the song with a particular character, storyline, or emotional moment, it adds a layer of meaning and depth to the viewing experience. This can pique the curiosity of viewers, leading them to seek out the song and explore Kate Bush’s discography further. When a well-known song is prominently featured in a popular TV show like Euphoria, for example, it often sparks conversations and discussions among viewers. Social media platforms, fan communities, and online forums become spaces for fans to share their excitement about the song and its connection to the show. This heightened engagement can generate buzz around the song and motivate more people to discover and listen to the music as well as watch the film.
According to MIDIA research on UK consumers, it was revealed that 37% listen to music they discovered on TV shows while 19% listen to music they discover on Tiktok.
Tiktok at the moment is one of the greatest vehicles for measurable spikes in listenership after a song is synced to video content but the Euphoria teen Drama series has shown the power of TV series as well to be a medium for increase in listenership of licensed tracks. The Billboard reports that songs featured on the Euphoria TV series earned a streaming increase of up to 2,316% and Shazam searches up by 10,000%. Read more about Interesting Trends on the Euphoria TV Series that drove Music Streaming Numbers
When popular or not well-known songs are featured in a highly popular TV show, it exposes the songs to a wider audience. Viewers who may not have been familiar with the song before encountering it in the show can discover and appreciate it, leading to increased exposure and potential interest in the music. Reviving Interest and Introducing New Generations to a wide and dedicated fan base, including younger viewers who may not be familiar with older music. By featuring “Alowo Ma Jaiye” in Gangs of Lagos, the film introduces Chief Commander Ebenezer Obey’s music to a new generation of listeners, potentially sparking their interest in his work and opening the doors to further exploration of his discography.
The rise of streaming platforms and the ease of music accessibility have transformed the music industry. As audiences increasingly turn to platforms like Boomplay, Spotify, Apple Music, YouTube etc for their musical consumption, the role of music placement in the film becomes even more crucial. Movies and TV shows serve as a gateway for music discovery, allowing viewers to connect emotionally with a song and subsequently seek it out for repeated listening.
The strategic placement of songs in movies not only boosts the success of the film itself but also generates significant streaming numbers for the artists involved. As viewers become emotionally invested in the characters and the story, they develop a desire to relive those moments outside of the movie theater, driving them to streaming platforms to access the accompanying soundtrack.
The inclusion of music placement or original songs in shows and movies can lead to its inclusion in curated playlists or recommendations on music streaming platforms. Viewers who are intrigued by the song while watching the show might explore its availability on platforms like Spotify, Apple Music, or YouTube, where they can discover more songs by Adam Songbird or related artists.
What is the Future of Afrobeats and Nollywood?
In recent times there has been massive export of afrobeats in the form of music placement from Apple TV’s original “Ted Lasso” to Amazon’s Original “The Power” to Netflix’s Original “Sex Education” and many others; while it is important to note that most of the scenes required music from the motherland to reflect the exact scene making references to either the African culture or African representation in the Film however, with the global reach of Nollywood – (the Nigerian film Industry) there is a gradual twist as the music is no longer reserved for the selected scene with the aim of representing the African culture in the film scenes but it is fully expressed to indicate the rich culture and diversity the Afrobeats movement represents touching over 30 unique genres fully expressed across different Nollywood Films.
Conclusion
In summary, the placement of Music in film enhances music discovery by increasing exposure, providing contextual relevance, fostering audience engagement and discussions, influencing curated playlists and streaming recommendations, and reviving interest among new generations.
Such placements create symbiotic relationships between music and film/TV, benefiting both the artists and the shows by amplifying their reach and impact as well as generating both critical acclaim and popular recognition..