I was scrolling through video reels of skateboard fails and cat wipeouts when my eyeballs stopped on the new campaign for Songfinch.
Their ads are all over social media, offering to write and record a personalized song for $199. The company enlists dozens of singer-songwriters who’ll turn your love story into a tune. If you’re stuck for a gift, this is guaranteed to bring tears of joy.
Songfinch will create a personalized song, with your help. Start by choosing the music genre, from rap to rock and country. Then audition clips of no-name artists who’ll collaborate on your tune. You provide the details like, ‘I met my wife in rehab when I was dating her mom’. Then, your artist works their magic and turns your words into a timeless message.
Songfinch’s marketing campaign highlights the big reveal – and it hits you right in the feels. You can’t watch this clip without being moved.
Here’s my take. I’m critical of most marketing because it’s slick and phony. This campaign works because it’s raw and unscripted. Giving the gift of song sells itself without shameless hype.
The setting is familiar. But you’re probably asking who are these people and why should I care? Then, you’re drawn in. By the time you realize what’s happening, you’re locked in and feel the man’s emotions. Only music can achieve that.
The Songfinch concept is simple and clever. It’s also easy to steal and they’ve already got competitors. So Songfinch should add a premium tier, offering name artists. Hundreds of obscure bands play festivals and have a million spins on Spotify. But they’re broke. So, getting a custom song from someone who’s played at Lollapalooza or Stagecoach adds extra cred – and costs more. That’s new money in the artist’s pocket and keeps them connected with their most loyal fans.
A custom song will last forever. Unlike that Mother’s Day bracelet you saw at Target.