About the Lab

Many jingle companies use pre-recorded jingles and music tracks that have been sold from market to market for years. They sell these jingles over and over again, stripping the old vocals and re-packaging them as new. These kinds of jingles sound very generic, and are rarely successful in making a lasting impression in the mind of the consumer. To the listener, this generic style of jingle is like musical wallpaper, the song equivalent of the parsley that comes on your plate with a meal – boring, predictable, and forgettable. Nothing about it helps it to stick in the mind of a potential customer. 

At The Jingle Lab, every jingle we produce is a new, customized, one-of-a-kind product for each client. We take into account your company’s objective, positioning statements, and personality, then infuse that with your preferred musical style to hand-tailor a completely original jingle just for your business. We’ve done rock, pop, country, orchestrations, and lots of things in between – always a style that matches the brand and the client. More often than not, listeners will gladly get on board with any style of music – so long as it’s memorable – because it’s a jingle! Our goal is to make a jingle for you that creates a musical connection with the consumer, building your company’s name and product into a song that sticks in their mind that they find themselves humming days later – that’s how we make your brand stick. If we ever do re-use any jingle bed, it’s one that has been freshly created, proven successful, and may be used in a different unlicensed market.

About Steve Garland:

In addition to being CEO of SGM Advertising, Steve Garland is a musician and composer, with a long history in the worlds of both radio and music. With the unusual background of being a musician and the son of a plumber, after learning the plumbing trade Steve started his career as a touring musician, recording and touring with bands in the late 70s and early 80s. From there he segued into being a rock radio personality, eventually transitioning into running the stations as well. Around this time he also forayed into corporate voice work, becoming the voice for companies like Apple, Creative Labs, and Sun Microsystems. 

After running several radio stations, Steve used his knowledge of media and marketing to open his ad agency, SGM Advertising, and its sister company The Jingle Lab. Specializing in the home services industry, they have helped clients around the country improve their brand awareness and annual revenue with aggressive and powerful marketing strategies, utilizing a mix of jingles, great ad copy and production, and smart media buys. 

Steve understands how a jingle works within the structure of an ad campaign, as well as how it works from the perspective of a composer, and works closely with clients to understand their needs, making sure they are satisfied with their jingle alongside their overall media campaigns. 

To stay sharp musically, Steve continues to perform live for audiences around Northern California, with VIVA SANTANA, a tribute to Santana, and continues to write and produce original music as The SGB, with songs in rotation on streaming channels worldwide. He also hosts two streaming podcasts: an interview show called “Celeb-Buzz,” and a music podcast streaming worldwide on www.famoushitslive.com

Marketing and Jingle Awards

• 11 Gold  “Best commercial” Addy Awards
• 9 Gold  “Best Jingle” Addy Awards
• 3 “Most innovative marketing” Awards