Jingle Houses Compete Against Coldplay

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NEW YORK Jingle houses are singing the blues. Whereas musicians were regularly tapped to create proprietary music for TV and radio ads, today’s agencies are frequently leaving them out of the loop by licensing tracks from top and up-and-coming talent or using software tools to create their own music.

One need look no further than Apple, which is concurrently running iTunes ads featuring the mega-band Coldplay and MacBook Air ads with up-and-comer Yael Naim.

“There is a lot of circumventing of the musician in a lot of ways,” said Dave Cannon, director of interactive services at Moveo Integrated Branding, Oakbrook Terrace, Ill.

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