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Writer's pictureAshna Siddiqui

Harmonizing Marketing and Music: My Experience at the Cannes Lions Song Writing Camp

Being at the Cannes Lions International Festival of Creativity offered an exclusive viewpoint on the intersection between marketing and music.


One of the standout sessions for me was the Columbia Records and Sony Music workshop, titled "Song Writing Camp - Construction of a Song for Advertising." This workshop, which interestingly combined strategy and creativity, provided invaluable knowledge about how music can be used to improve brand storytelling.


Immersing in the Song-Writing Process

Top producers and brand executives guided the program, intended to be like a songwriting boot camp for advertising. 


The creative team, led by Jennifer Frommer (SVP, Creative Content at Columbia Records/Sony Music), Nate Nichols (Founder and Creative Director at Palette Group), Jordan Saxemard (Chief Marketing Officer at Sonos), and Justin Tranter (Songwriter and Producer), embarked on the challenging task of creating a custom track for Sonos. 


To add even more spice to the process, the plan was to have the song premiered during the festival.


Behind the Scenes: Live Editing and Production

Seeing the team work together in the present moment was like seeing an arrangement of innovation and brilliance.  From the first idea to the finished result, they discussed the different roles that go into making a song. This practical experience demonstrated the intricacy and attention to detail needed to compose music that precisely complements the personality of an artist.


Learning from the Experts

Each speaker highlighted how essential it is to comprehend the target demographic and messaging of the brand. They gave an example of how to use these components in the melody and lyrics to make a meaningful and catchy song. 


Music, as explained, is a powerful medium for evoking emotions and reinforcing brand narratives. The group demonstrated how various musical components may be used to create an engaging narrative that improves the brand's reputation.


The industry professionals also gave a thorough overview of the technology and production tools needed to produce a flawless song. This artistic approach combined with technical expertise provided an integrated comprehension of the songwriting process.


Personal Reflections & Aspirations

I learned a lot from this session, but more importantly, it really spoke to my desire to work in the music industry, which made it the high point of my Cannes Lions experience. 


Observing the fusion of artistic vision and technical proficiency needed to create a successful commercial song confirmed my ambition to work in this exciting industry. The workshop served as a living example of the creative spirit and teamwork that characterize the Cannes Lions International Festival of Creativity.


I now have a greater understanding of the techniques and science that go into creating music for marketing because of this interactive session. It inspired me to continue pursuing my passion for music, with the hope of one day contributing to the industry in a meaningful way. 


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