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

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

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

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

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

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 -

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

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

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

This one is all about KFC's amazing journey over the last few years in Australia.  From TVCs based on voice over, price points and pictures of chicken ... to emotionally

In this episode I look at a big (meaning expensive!) global activation where 7Up engaged 7 DJs for 7 events.  Good idea in principle, but somewhat over-engineered, and occasionally very

Another music search, this one was super urgent, targeting the not-huge genre of Australian hip hop.  And again I ask, is using a song like this creative?  Well of course

A simple activation - how finding a great song can transform an ad, even with a relatively low music budget. Video Blog by Bruce Tweedie, MD of Music Mill -

Australia's biggest ever music-based activation for advertising. Probably. Analysed by Bruce Tweedie, MD of Music Mill, as part of a Video Blog series that looks at music uses in advertising

Salt n Pepa singing Push It in a Kia Sportage. Bruce Tweedie analyses creativity of this brilliant spot.

Ep 4: Video Blog reviewing Amex Unstaged, probably the biggest series of bespoke branded concerts ever. Branded content extraordinaire. Analysed by Bruce Tweedie, in another video blog reviewing music activations

Ep 2: Looks at Ruby Rose in an online long form video for Jag Jeans, singing Blondie's "One Way or Another".  Great example of an online integrated campaign using branded

This is episode 2 of my video blog, analysing the effectiveness and creativity of music activations in advertising campaigns, sharing some insights with marketing and advertising people.   This one looks

Hi, I'm Bruce Tweedie, the MD of an Australian company called Music Mill, and we’ve been supplying music for ads for more than 16 years - songs, compositions and artists.