Advertising is made to be seen, but it’s not guaranteed to be received well by audiences, or by clients earlier in the creative process. So, when agencies meet resistance, how should they respond?
What is the role of creativity in the age of expectation? Brand marketing still hinges on big creative ideas and moments – but does that match customer expectations?
Sound On: how TikTok became the world’s radio station Neil Boorman
What was the Sound of your 2020? For me, it was when Andrew Lloyd Webber joined TikTok. He made one of my personal favourite videos of the year: he took the acapella of Cardi B and Megan Thee Stallion s ‘WAP’ and replayed it with the tune of ‘Phantom of the Opera’. It’s only 10 seconds long, but it’s the best song of the year that never happened.
Lloyd Webber is just one of many in the music business who have discovered the joys of the Sound: the seconds-long pop loop that TikTok has popularised, which now marks a genuine step forward for recorded music and for fans.