The Wizard of Roarke

The music industry may not be selling as many records but the music fan has not gone away. In fact there are more ways than ever people who love music can discover new artists (previously left to bands who were on big record labels, were played on the radio, or toured a often) Thanks to the world wide web, there are thousands of ways and platforms for people to find new music or learn more about a band. The marketing oportunities for an artist in the modern world are bountiful. We have more avenues than ever to get our music heard, gain exposure, and to reach / interact with fans.

This brings me to the soulful yet childlike voice of Roarke.

A few days ago I had never heard of her but a quick internet search not only revealed the artist behind a voice in a television commercial but it also showed me just how many people where like me, also looking to find out who this musician was. People are listening and care enough to try and find more music by this artist.

A new advertising campaign kicked off for the University of Phoenix on February 12th. It features a remake of "If I Only Had a Brain" from the Wizard of Oz. For one minute, the listener hears a woman's voice singing along to a piano. The lyrics from this song (written by Arlen/ Harburg) first heard in 1939 have been updated but it is her fragile voice that draws you in. We the viewer and listener know this is just an advertisement but the attack of the song (meaning the voice singing the jingle) sells the idea of an already hard working individual trying to better his or her self. We see and hear a struggle for a better life - not just for themselves but for their family. The premise is that increasing your education can bring positive change in your life. Through education new jobs, more money, and a better life awaits. This is a big message to try and push in 60 seconds. This is a lot of pressure to put on an advertising agency who is hired to deliver this sales pitch. The sales angle is key but the power of song to knock this message out of the park is more evident than ever.

From the looks of the response on social media (and yes, loads of insulting Youtube comment too), people are curious about the woman behind this voice.

For those who want to hear more from the NYC musician, here is her Soundcloud page where you can hear some original material and lots of covers versions of everything from Nirvana to The Pixies and Karen O.