Today we highlight an amazing piece of user generated content. A young One Direction fan wins an experiential "Meet & Greet" - and her video is priceless. An incomparable demonstration of the power of music to tap into the passion of fans. Episode 22 in a Video Blog by Bruce Tweedie, MD of Music Mill in Australia and Song Mill in

This one looks at the classic experiential "Meet & Greet" - competitions to basically get a selfie with your idol. Not creative, not quality ... but they work. Episode 21 in a Video Blog by Bruce Tweedie, MD of Music Mill in Australia and Song Mill in the UK - insights into music uses in advertising campaigns. My email addresses: bruce at songmill.co.uk bruce

Today we look at a new Australian campaign for Hahn beer - a bagpipe band battling a choir. As always I ask whether it's a creative concept, and the answer this time is yes! Episode 20 in a Video Blog by Bruce Tweedie, MD of Music Mill in Australia and Song Mill in the UK - insights into music uses in

Reframing my analysis in terms of the fundamental tension between creativity and effectiveness. Art vs commercialism. Which gives me four questions or themes for future episodes: 1. Is it creative at the concept level? (Is anything, ever?) 2. Is it creative at the detail level? (Particularly the choice of music) 3. How good is the execution? (And is that important) 4. Was it effective?

I keep asking myself, why am I doing this?? (Trying to create a repository, a body of knowledge, exploring the use of music in advertising campaigns.) Episode 18 in a Video Blog by Bruce Tweedie, MD of Music Mill in Australia and Song Mill in the UK - insights into music uses in advertising campaigns.

This one looks at how songs can really lift relatively boring ads to another level. Imagine these TVCs without music! Episode 17 in a Video Blog by Bruce Tweedie, MD of Music Mill and Song Mill - insights into music uses in advertising campaigns.

I just had to review the latest John Lewis Christmas ad, given that I'm visiting the UK next week. Their ten year series is iconic in the music world, because they always use cover versions of big songs. And as promised in the video here are my email addresses: bruce@songmill.co.uk bruce@musicmill.com.au Episode 16 in a Video Blog by Bruce Tweedie, MD of Music Mill

A classic of the genre - using a concert series and social media to launch a new beer product.  A standout due to brilliant execution and an inspired choice of band. Video Blog by Bruce Tweedie, MD of Music Mill and Song Mill - insights into music uses in advertising campaigns.

This episode looks at an activation where Australian artist Flume created bespoke music for an Intel robot. Video Blog by Bruce Tweedie, MD of Music Mill and Song Mill - insights into music uses in advertising campaigns.

This episode looks at a few different examples of car ads where the cars themselves are used as musical instruments.  A good example of how innovative music activations are really just recycled ideas.  But they can still work. Video Blog by Bruce Tweedie, MD of Music Mill and Song Mill - insights into music uses in advertising campaigns.

This episode looks at a very creative music activation from Subaru.  The second in a mini-series asking whether innovation actually works. Another Video Blog episode by Bruce Tweedie, MD of Music Mill - insights into music uses in advertising campaigns.

This time we look at a music activation that doesn't quite hit the mark.  I've probably been a bit soft in previous eps, but can't go on forever saying that everything is wonderful.  :-) Another Video Blog episode by Bruce Tweedie, MD of Music Mill - insights into music uses in advertising campaigns.