Strategy: The Placement of Music in Film/TV(or the New is the Old)

Back in the day…music from TV crossed onto the charts.  Remember Hawaii 5-0, Mannix, Peter Gunn, Mission Impossible, and Magnum PI?  I don’t know if there was a strategy to cross over, but you don’t see this type of proliferation of TV music today.  Instead, some of the highest rated programs are using music from the 1960s and 1970s.  For example, The Who’s music on CSI: Miami.

So what kind of strategy is a musician suppose to undertake?

Cliff Goldmacher’s article, Four Things You Can Do To Improve Your Odds in Film/TV Song Placements seemed to advocate a person to be more of a business person, than musician.  Cliff offers the following suggestions:

1. Make sure your song is professionally recorded and performed–Well this is hardly advice.  Anytime you set out to launch a strategy, you always do your best.  It may be the last chance you get.  Don’t be afraid to hire outside people and take your time.  To rush the implementation could blow your only chance.

2. Do your homework–This reminds me of the businesses who still send out mass mailings.  Focus your strategy using all available information about the industry you are approaching. You may be able to find a new tactic on pitching someone.  My favorite was when Kris Kristofferson landed a chopper on Johnny Cash’s property in order to give him tapes of his music. (Kristofferson previously flew a chopper in the army.)

4. Get Known for a Style–Now this is where the 60’s differ from today.  The styles born out of the counter-culture varied from folk, to British, to rock, not to mention the jazz horizons that were crossed.  If you have a unique style, use it.  If not, at least be known for a certain style, so that music supervisors will know who to call for it.

In any event, strategizing a music career to TV or film is like any other business strategy.  It all comes down to what makes your product different, and how does it meet the needs of the end user.  This theme is repeatedly discussed in  such strategy books as The Blue Ocean Strategy and Good to Great.