Before you enter the Jingle Jungle be aware of what you're
paying for.  Jingles aren't cheap!

You may have been told that the cost of radio commercial jingle production starts at a few hundred dollars.  Well, two singers and a keyboard might cost that little, but if you want a full rich soundtrack and pop-star quality voices to boom out of FM stations into your prospects' tweeters and woofers, plan to add zeros.

The bigger the sound, the more you pay. The up front costs of radio commercial jingle production includes demos, arrangements, singers, musicians, studio, and several additional fees.  (Same for TV music.)

   Examples:

   Carnival Crystal Palace.
   Budget Rent a Truck.
   Time Warner Cable.

The downstream costs can include singer and musician residuals, licensing fees, and any update, re-arrangement or remix costs.  Think ahead! Here's a quick guide to the jungle.  Note that the bottom line is a function of UNITS and RATES.  This is not a bid on your next jingle.

DEMOS / SCORES/ RIGHTS. Top quality music houses usually charge a flat fee ($500 to $2,500) per demo track including a rough mix and a few singers.  Unless you're an accomplished lyricist, give a writer your themeline and some ideas.  Let him or her write the words. Once you pick a version, you'll pay an arrangement fee of $500 to $1200.  If the music company retains the rights to the score, they'll bill you an annual licensing fee.

MUSICIANS.  Musician fees vary from $200 to $500 per session, depending on how many real instruments (synthesizer tracks save performer costs but add writing and arrangement fees); how many markets the spot will run in; how long it will run; and if it is used in radio, television or both.  Union AFM (American Federation of Musicians) players add on pension & welfare, FICA, large instrument cartage, etc.  Talent agent fees (10%) usually apply. 

SINGERS. Singer fees also run from $200 to $500 or more per version or session depending on the number of singers; sweetening (overdubbing extra tracks to make four singers sound like the Mormon Tabernacle Choir); how many markets the track will run in, etc.  AFM requires a "leader" in every chorus, even if it's a solo.  The Leader is usually the studio owner or chief writer.  Union Residuals are a bear.  Plan to pay a Commercial Payer 8.5% to do the paperwork.  Musician and Singer fees pay for a 13-week usage cycle.  For a year's usage (3 extra cycles) add the initial session fees and multiply by 3.  This is a negotiable cost.  Often musicians will just work for the session fee.

STUDIO TIME is a major price / cost for radio commercial jingles.  It includes time for demo recording, final recording & mix, sweetening, tape, engineer, masters, analog to digital conversion, etc.  Most studios record in analog to get the richest sound, then mix in a digital format. Budget six hours to two or three days  @ $200 to $700 per hour.

BOTTOM LINE: Good lyrics & melodies, good performers and good singers in a good studio should cost between $6,000 - for a local-only track - and $30,000 for a national or multi-version tune.  Is it worth it? Well, they don't hum the announcer.

THE LIVE FEEL.  One way to get a great piece of pop music is to hire a local band to write one for you.  I've often given a band some lyrics and a little direction and a week or two.  If they're hungry, I may get a rough gem for next to nothing.  And they'll probably play the tune every once and while for you on stage.  Jingles are a fast way for local bands to get on the air.  Be sure to get a long-term release, just in case that band makes it big.