At Viral Music, we are passionate about how music can elevate creative projects, whether in film, advertising, or any media. To delve deeper into the decision-making process behind music selection, we had a conversation with Stefano Marrone, the founder of Unit 9, an acclaimed agency known for its bold and groundbreaking work in advertising.
Stefano has had 17 years of experience in marketing and advertising, and he was quick to point out that, often, the choice of music starts with a very practical consideration: budget. “A lot of the choices are budget-related,” Stefano explains. When budgets are tight, stock music becomes the go-to, but when there’s room to explore, the decision between using a well-known track or commissioning an original composition becomes more nuanced.
Stefano advises caution when considering famous music tracks. While they may carry instant recognition, they can also distract from the story being told. "Unless there’s a perfect iconic match, well-known music can make the audience focus on the song rather than the message," he notes. For this reason, he often leans toward tailored compositions that align more closely with the project’s emotional tone and brand identity.
One of the challenges in creative work, especially when dealing with clients, is the language barrier when it comes to discussing music and sound. Stefano highlights the difficulty in communicating musical ideas, especially when clients lack technical knowledge. “Sometimes, it’s hard for clients to imagine what the final product will sound like without a reference,” he says.
Using a reference track can sometimes confine a project to a particular direction, which can make it more challenging to adjust course later on.
Stefano also discusses the balance between creativity and client expectations. While every creative professional dreams of pushing boundaries, the reality in marketing is often more conservative. “Bold decisions are rare in marketing,” Stefano admits. “Most clients prefer to stick with what’s safe and proven, even if they say they want something groundbreaking.”
Stefano’s experience highlights how crucial music is for building a unified and emotionally impactful campaign. He recalls a project for Campari, where the budget allowed for custom music creation. “We were able to create retro-Caribbean rhythms that perfectly matched the visual theme,” he says. “It was one of those rare projects where the music alone could evoke the emotion we were aiming for, even with your eyes closed.”
This story illustrates a crucial point in Stefano’s approach: music should never be an afterthought. When used effectively, it becomes a core element of the storytelling process, enhancing the narrative and amplifying its emotional impact.
Stefano Marrone’s insights offer a valuable perspective on the balance between creativity, budget, and client expectations in the advertising world. His emphasis on the thoughtful selection of music and the courage to take creative risks aligns closely with Viral Music’s own values. If you’re interested in seeing how we’ve brought these principles to life, take a look at our previous work and discover how Viral Music can help you create a campaign that’s not just memorable but truly impactful.
