Studies show that Norwegians find background music to be a positive factor in a visit to a cafe, restaurant, etc., and that the correct use of music in stores can increase revenue. Now TONO is launching a commercial and an information page that will remind Norwegian businesses that music is important for creating good customer experiences.
/ 28/12/2022 / Willy MartinsenThe campaign, which launches on December 28th, consists of a commercial which is promoted and shown on YouTube, LinkedIn, financial online media, etc., as well as an info page about the benefits businesses can achieve by using music.
– There are studies that show that the right use of music can increase companies' revenues. Companies should therefore use music, but also be aware that the music should be an extension of the brand, and hit the target group in the heart. For TONO, which is owned by the music creators, it is also important to remind that with a TONO agreement, companies can play both well-known and unknown music from all over the world with the necessary permission from the composers and lyricists, says TONO's communications director, Willy Martinsen.
With the commercial that has been created, TONO invites the recipient to create their own interpretation. In the short film, the same situation is shown twice with two different sound images that give a completely different experience of what you see. The music was composed by TONO member Jonathan Sigsworth, based on his experience of the film.
– This has been an incredibly exciting and challenging project to be a part of. For me, music in film has always been about making the story and the emotional dimension bigger than what you see on the screen, and creating an impression that lasts long after the film has ended. Being part of a project that wants to shine a spotlight on the power of music has been very meaningful, says composer Jonathan Sigsworth.
Watch the movie here:
Sigsworth's point that film music can create an impression that lasts long after the film has ended is transferable to companies that want to connect with customers in a stronger way.
– We are continuously working to build awareness and knowledge about TONO and copyright. It is also important for us to remind you that music is valuable and has value, including economic value. Not only for those who create it, but also for companies, whether it is concert organizers, streaming services – or shops and other businesses that use background music. We hope to help more companies become aware that music is important for creating good customer experiences, and that they want to become TONO customers so that they can use the music we offer, says Martinsen.
The campaign was developed in collaboration with advertising agency Los & Co, film agency Aparent and composer Jonathan Sigsworth.
For more information:
Willy Martinsen, Communications Director at TONO, willy.martinsen@tono.no, mobile 909 65,254
About TONO:
TONO was founded in 1928 and is a non-profit cooperative owned and managed by authors (composers and lyricists) and music publishers, and on their behalf manages the economic copyrights to the music they have created. TONO grants permission for the use of protected music, for example on radio, TV, the internet, concerts and cinemas for a fee, and transfers its financial results each year to the rights holders of music that has been played publicly. TONO has more than 38,000 members in Norway, but also works for millions of authors and music publishers from around the world. TONO gives music creators an economic basis to create new music, and collects and simplifies the licensing of protected music to music users. TONO had a turnover of NOK 843,9 million in 2021.