How Our Jingle Creation Works

Production runs from a written brief naming the brand attributes, the target length, and every placement the piece must serve, because a jingle cut for a thirty second spot rarely survives being trimmed to fifteen after the fact. Melodies are written to be singable in a limited range so an ordinary listener can repeat them, and the hook is placed where it will land inside the required duration. Lyrics are matched syllable to note so stresses fall naturally rather than being forced. Arrangement and instrumentation are chosen for the destination: a mix that works in broadcast will not survive a telephone on-hold system, which is band-limited and heavily compressed, so on-hold versions are mixed separately and checked through that path. Sessions are recorded at 48 kHz, and stems are kept so alternate lengths and instrumental beds can be produced later without a re-record. Deliverables include full, instrumental and cut-down versions at the required durations, loudness-normalised for each destination, with all performer and composition rights documented in writing at delivery.