"What is the most powerful performance driver in advertising? Keller answers his own query this way: 'Not your media plan. Not your targeting strategy. Not even your click-through rate. Creativity. Full stop.' In a new column (HERE), Keller asserts that audio is effective explicitly because it is invisible. Sound invites imagination by tapping into a 'theater of the mind,' speaking directly to emotion and memory. One key: 'Build audio in, don't bolt it on.'"
"The experiment creates financial damage to human artists to some extent: Spotify divides royalties by pooling revenue (subscriptions and advertisements), and distributing varying revenue percentages in a pro rata model - all the mney is divided up based on every artist's share of streams (1,000 stream minimum for eligibility). So, to whatever extent, all Breaking Rust music on Spotify reduces payments to human musicians."
A 'creativity gap' positions creativity as the most powerful performance driver in advertising, outranking media plans, targeting strategies, and click-through rates. Audio's invisibility enables a theater of the mind, engaging emotion and memory and inviting listener imagination. Effective audio should be integrated from the start rather than appended later. An AI-created virtual band, Breaking Rust, released the hit Walk My Walk and other tracks that collectively amassed billions of streams and two million monthly Spotify listeners. The pro rata streaming royalty model pools revenue and divides payouts by share of streams, which can reduce payments to human musicians.
Read at RAIN News
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