One possible answer can be summed up in a word...
Familiarity.
The masses seek the familiar. It's one reason for the current trend in licensing popular songs for advertising instead of creating memorable original music. Especially in the area of 'jingles', it would appear that the golden age of the catchy tune written for the ad is behind us. (There are always exceptions, of course. The current McDonald's campaign 'I'm Lovin' It' here in the U.S. is a pretty good example.)
Several years ago, if an ad agency used film music as a temporary score for a TV spot, it was almost always Danny Elfman. Lately it's almost always Thomas Newman. And they don't WANT me to be original...no matter how much they SAY they do. (Again, there are exceptions...and I dearly love these clients.) What's the reason?
Familiarity.
William is right. They don't want to take chances. Again, they SAY they do...but they don't really. The mentality seems to be, "Here's a sound that's proven...let's do that." And in this era of media saturation, time is money. It costs more to establish an original sound in an ad campaign than it does to cut right to the chase with something the audience already knows.
I think this mentality bleeds into the film world, too. The only film I was ever fired from was partially because I continually resisted the director's insistence that I stay dangerously close to the temp music...all of which was from one well-known A-list composer. Of course, when I tried to diplomatically suggest that I WASN'T this composer, that he had hired me to bring MY voice to the film...well, let's just say he was insulted that I would suggest he thought otherwise. Yet, all subsequent direction led cue after cue right back to the temp music. (I ended up getting fired because this process ended up taking so long, we ended up woefully behind schedule and I had committed to another project. It was a relief.)
But you know, as I write I wonder why I'm taking the time to weigh in on this subject. I wonder if we have any power to change the situation. Speaking for myself, I win some - I lose some. At the end of the day, at least I have a happy client. And as long as I don't allow myself to step over the line (I just lost a pretty major ad campaign because I wouldn't rip off a tune the client didn't want to pay the licensing fee for), I still get to write music every day for a living. And I have enough clients who really WANT to know what I think to keep it challenging and stimulating.
Things could sure be worse.
Fred Story
Familiarity.
The masses seek the familiar. It's one reason for the current trend in licensing popular songs for advertising instead of creating memorable original music. Especially in the area of 'jingles', it would appear that the golden age of the catchy tune written for the ad is behind us. (There are always exceptions, of course. The current McDonald's campaign 'I'm Lovin' It' here in the U.S. is a pretty good example.)
Several years ago, if an ad agency used film music as a temporary score for a TV spot, it was almost always Danny Elfman. Lately it's almost always Thomas Newman. And they don't WANT me to be original...no matter how much they SAY they do. (Again, there are exceptions...and I dearly love these clients.) What's the reason?
Familiarity.
William is right. They don't want to take chances. Again, they SAY they do...but they don't really. The mentality seems to be, "Here's a sound that's proven...let's do that." And in this era of media saturation, time is money. It costs more to establish an original sound in an ad campaign than it does to cut right to the chase with something the audience already knows.
I think this mentality bleeds into the film world, too. The only film I was ever fired from was partially because I continually resisted the director's insistence that I stay dangerously close to the temp music...all of which was from one well-known A-list composer. Of course, when I tried to diplomatically suggest that I WASN'T this composer, that he had hired me to bring MY voice to the film...well, let's just say he was insulted that I would suggest he thought otherwise. Yet, all subsequent direction led cue after cue right back to the temp music. (I ended up getting fired because this process ended up taking so long, we ended up woefully behind schedule and I had committed to another project. It was a relief.)
But you know, as I write I wonder why I'm taking the time to weigh in on this subject. I wonder if we have any power to change the situation. Speaking for myself, I win some - I lose some. At the end of the day, at least I have a happy client. And as long as I don't allow myself to step over the line (I just lost a pretty major ad campaign because I wouldn't rip off a tune the client didn't want to pay the licensing fee for), I still get to write music every day for a living. And I have enough clients who really WANT to know what I think to keep it challenging and stimulating.
Things could sure be worse.
Fred Story