{"id":13996,"date":"2020-02-24T13:38:07","date_gmt":"2020-02-24T18:38:07","guid":{"rendered":"https:\/\/online.berklee.edu\/takenote\/?p=13996"},"modified":"2025-11-19T10:44:56","modified_gmt":"2025-11-19T15:44:56","slug":"top-5-tips-for-writing-music-for-advertising-from-peter-bell","status":"publish","type":"post","link":"https:\/\/online.berklee.edu\/takenote\/top-5-tips-for-writing-music-for-advertising-from-peter-bell\/","title":{"rendered":"Commercial Music: Writing Jingles and Music for Advertising"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"h-explore-the-skills-and-mindset-needed-to-succeed-in-writing-music-for-advertising\">Explore the Skills and Mindset Needed to Succeed in Writing Music for Advertising<\/h2>\n\n\n\n<p>Peter Bell knew that he made it in the music biz when he heard people singing his jingle on the subway in Boston. It was a commercial music spot that he co-wrote for a local bank, and featured the Dorchester neighborhood boy band: New Kids on the Block. The synth-soaked jingle advertised the bank\u2019s new ATM card (a novel product at the time), ending with the band\u2019s catchy and quotable exclamation, <em>What are you waiting for? Get your BayBank card!<\/em> Bell says that New Kids, then on their ascent to fame, were excited to contribute their vocals to a Boston establishment.&nbsp;&nbsp;<br><\/p>\n\n\n\n<figure class=\"wp-block-audio\"><audio controls src=\"https:\/\/online.berklee.edu\/takenote\/wp-content\/uploads\/2020\/02\/Peter-Bell_New-Kids_Bay-Bank-jingle.mp3\"><\/audio><figcaption class=\"wp-element-caption\">Peter Bell&#8217;s commercial music spot, featuring New Kids on the Block. Bell co-wrote the piece with Ards Flavelle for BayBank, a Boston bank that existed from 1978-1995. <\/figcaption><\/figure>\n\n\n\n<p>\u201cOne thing that happens as you practice this profession is that you build a contact list of other talented people that you can draw on,\u201d says Bell. \u201cThat&#8217;s a wonderful part of the job. It&#8217;s so much fun to work with talented people who almost uniformly are glad to come into the studio and work on these small form pieces of music\u201430 seconds, 60 seconds. They put their heart and soul into it.\u201d&nbsp;<br><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"This Old House Theme\" width=\"500\" height=\"375\" src=\"https:\/\/www.youtube.com\/embed\/PIday2U1x3Y?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\">Peter Bell composed the theme to the New England home-improvement show,  <em>This Old House<\/em>. <\/figcaption><\/figure>\n\n\n\n<p>Bell is a two-time Emmy-winner and author of the Berklee Online course <em><a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/online.berklee.edu\/courses\/writing-and-producing-advertising-music?campaign_id=7010Z000001ZkQgQAK&amp;pid=&amp;utm_source=takenote&amp;utm_medium=blog&amp;utm_campaign=bol-gen-takenote-link-from-article\" target=\"_blank\">Writing and Producing Advertising Music<\/a><\/em>, as well as the book <em><a rel=\"noreferrer noopener\" aria-label=\"Creating Commercial Music (opens in a new tab)\" href=\"https:\/\/www.amazon.com\/Creating-Commercial-Music-Advertising-Library\/dp\/087639201X\/ref=sr_1_3\" target=\"_blank\">Creating Commercial Music<\/a><\/em>.<\/p>\n\n\n\n<p>He has composed music spots for shows like <em>This Old House <\/em>and <em>New Yankee Workshop<\/em>, and has written countless jingles for brands like Nike, RC Cola, Converse, and the American Red Cross. Bell says there are five major things you need to consider if you\u2019re looking to explore writing and producing music for advertising.&nbsp;<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-create-commercial-music-outside-of-your-comfort-zone\"><strong>Create Commercial Music Outside of Your Comfort Zone<\/strong><\/h2>\n\n\n\n<p>When you start writing music for advertising, you\u2019ll find that your clients will request music spots in a style or genre outside of your familiarity. This will help you become a more versatile musician and will also give you the opportunity to collaborate with other musicians with specializations.&nbsp;<br><\/p>\n\n\n\n<p>\u201cYou\u2019re the music expert and your clients will assume that you can be all things to all people,\u201d says Bell. \u201cSo if they want Elizabethan music, or if they want world music, or if they want New Orleans funk music, they\u2019ll come to you and expect you to do the rest. So one of the skills you develop is to be able to analyze the music and produce in that style. Another important skill is to develop a contact list where you can involve other practitioners who are experts in particular styles.\u201d<br><\/p>\n\n\n\n<p><em><a href=\"https:\/\/online.berklee.edu\/courses\/writing-and-producing-advertising-music?campaign_id=7010Z000001ZkQgQAK&amp;pid=&amp;utm_source=takenote&amp;utm_medium=blog&amp;utm_campaign=bol-gen-takenote-link-from-article\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">LEARN HOW TO WRITE AND PRODUCE ADVERTISING MUSIC WITH PETER BELL<\/a><\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-build-your-credibility\"><strong>Build Your Credibility<\/strong><\/h2>\n\n\n\n<p>Bell says that you can start building your portfolio by doing a few initial projects at a low cost. He recommends going to a local business that is already on the air and ask them if they would like a custom-made jingle. Just request that they cover your expenses like recording or hiring musicians. If they put it on the air, then you have some name recognition to help you secure more jobs.<br><\/p>\n\n\n\n<p>\u201cThen you have proof of concept and you can go to an ad agency and say, \u2018Have you heard the so-and-so car dealership ad that\u2019s running right now? Well, I did that.\u2019 And that is a door-opener,\u201d he says.&nbsp;<br><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Me and My RC\" width=\"500\" height=\"375\" src=\"https:\/\/www.youtube.com\/embed\/2aIGKaqD5ZE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\">Peter Bell on vocals and guitar in his RC Cola music spot.&nbsp;<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-prepare-for-success\"><strong>Prepare for Success<\/strong><\/h2>\n\n\n\n<p>Just like the rest of the music industry, writing music for advertising is competitive and hard to break into. Bell says that while you can\u2019t control where your opportunities are going to come from, you can be ready when an opportunity does present itself.&nbsp;<br><\/p>\n\n\n\n<p>\u201cNo matter what age or what level you\u2019re at, you can work on your own development and prepare for that moment,\u201d says Bell. \u201cI always analogize it to standing next to a brick wall, and there are no doors and all of a sudden you don\u2019t know why or when, but a door opens. You want to be ready to walk through if and when it does. That\u2019s empowering I think.\u201d<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-set-up-your-studio-with-these-seven-essentials\"><strong>Set up Your Studio with These Seven Essentials<\/strong><\/h2>\n\n\n\n<p>Times have changed since Bell initially set up his recording studio, after taking out a loan for tens of thousands of dollars. Now we\u2019re in what he calls the golden age of production, where you can set up your own studio for a few thousand dollars with these seven items:&nbsp;<br><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Computer<\/li>\n\n\n\n<li>Software<\/li>\n\n\n\n<li>MIDI Controller<\/li>\n\n\n\n<li>Audio Interface<\/li>\n\n\n\n<li>Microphone<\/li>\n\n\n\n<li>Headphones<\/li>\n\n\n\n<li>Audio Monitors\u00a0<\/li>\n<\/ul>\n\n\n\n<p>\u201cThe means of production are now available to the proletariat,\u201d says Bell. \u201cJust about anybody can scrape together a few thousand dollars eventually in order to get up a small production studio and then you&#8217;re ready to roll.\u201d<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-know-that-you-re-solving-a-problem\"><strong>Know That You\u2019re Solving a Problem <\/strong><\/h2>\n\n\n\n<p>When you\u2019re first starting out writing music for advertising, you want to present yourself as someone who is experienced and capable of getting the job done. It\u2019s easy to feel like a client is doing you a favor by hiring you, but it\u2019s important to remember that you\u2019re solving a problem for them.&nbsp;<br><\/p>\n\n\n\n<p>\u201cI would say to someone starting out, remember that you\u2019re not calling to ask for a favor; You\u2019re calling to partner with them,\u201d says Bell. \u201cYou\u2019re calling to offer them a valuable asset. So you don\u2019t want to get confused about what\u2019s going on here. You want to partner with them with a common goal.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1350\" height=\"1800\" src=\"https:\/\/online.berklee.edu\/takenote\/wp-content\/uploads\/2020\/02\/Peter-Bell-Commercial-Music.jpg\" alt=\"The cover of Peter Bell's book &quot;Creating Commercial Music.&quot;\" class=\"wp-image-14002\"\/><figcaption class=\"wp-element-caption\">Peter Bell&#8217;s book <em><a rel=\"noreferrer noopener\" aria-label=\"Creating Commercial Music (opens in a new tab)\" href=\"https:\/\/www.amazon.com\/Creating-Commercial-Music-Advertising-Library\/dp\/087639201X\/ref=sr_1_3\" target=\"_blank\">Creating Commercial Music<\/a><\/em><\/figcaption><\/figure>\n\n\n\n<p><em><a href=\"https:\/\/online.berklee.edu\/takenote\/berklee-alum-starts-music-production-house-after-taking-writing-and-producing-advertising-music-course\/?campaign_id=7010Z000001ZkQgQAK&amp;pid=&amp;utm_source=takenote&amp;utm_medium=blog&amp;utm_campaign=bol-gen-takenote-link-from-article\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Read about Peter Bell&#8217;s student Katie Day, and how she started her own music production house after taking his course. <\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Peter Bell has written countless jingles for brands like Nike, RC Cola, Converse, and the American Red Cross, so he knows a thing or two about writing music for advertising.<\/p>\n","protected":false},"author":45,"featured_media":14001,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1,9564,35,9569,9566,9560],"tags":[6866,342,6749,6865,991,6130,6862,6863,1109,6864,6861,1621],"class_list":["post-13996","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","category-features-articles","category-instructor-profiles","category-music-for-film-tv-and-games-articles","category-songwriting-articles","category-spotlight","tag-american-red-cross","tag-commercial-music","tag-commercials","tag-converse","tag-music-production","tag-new-kids-on-the-block","tag-new-yankee-workshop","tag-nike","tag-peter-bell","tag-rc-cola","tag-this-old-house","tag-writing-and-producing-advertising-music"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.8 (Yoast SEO v25.8) - 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