Regarding the current development trend of domestic advertising music, Xu Jianqiang believes that local music must be updated and repackaged with modern technology to give listeners a sense of freshness and use a special music style to arouse advertising buzz. It must have characteristics to create memory. It is much more difficult to make the audience accept and remember the advertising music in just 30 seconds than the effect of a song of several minutes. Successful advertising music does not necessarily require lyrics. Pure music can achieve good advertising effects as long as it has a unique memory point. Classic advertising music such as "Toshiba" and "Coca-Cola" are good examples. We call it this The work is "with musical image". In fact, in the era of "Eight Model Operas", China had already paid attention to the concept of "musical image", and the works at that time were indeed very shocking.

About advertising music and originality

The difference between advertising music and pure art music is that advertising music must be integrated into the picture and cannot compete with the picture, but it must have "musical personality" ". At present, domestic advertising music is plagiarized from foreign countries. Of course, most successful works are original local works. Only originality can survive.

Guangzhou’s development space

Xu Jianqiang personally prefers Guangzhou because a sense of intimacy and traditional and nostalgic national concepts have firmly anchored this city. The heart of a "romantic wanderer". Although his family all immigrated abroad, Xu Jianqiang still stayed in Guangzhou to develop. Because Guangzhou is more challenging and has a freer environment. In the past, Guangdong music has always been at the forefront. Since the return of Hong Kong and Macao, local musicians have gradually wanted to develop in the north. Cantonese music is mainly popular in Hong Kong and Macao works, and CCTV is the leader in the mainland market. Therefore, there is still a trend of mainland music developing towards the north. But Xu Jianqiang is still full of confidence in Guangzhou. He believes that as long as the industry is regulated, the quality of original works is improved, and intellectual property rights are protected, Guangzhou will become the center of domestic music production!