When I first started seriously composing stock audio on AudioJungle last summer, many of the highest selling songs on the site featured the ukulele. Fast forward a year, and this really hasn’t changed. What once seemed like a trend has become something different…and I’m not sure what. Even this current national advertisement features a song from AudioJungle that’s over 2 years old, and has been sold over 1600 times (!). To say that the ukulele is played out and overused is an understatement, particularly in advertising. The fact it persists as the musical focal point of so many of today’s commercials either speaks to the public’s insatiable love for the runty instrument, or of a severe lack of creativity in advertising.
I found a great New York Times article on the ukulele’s popularity from over a year ago, and even then the article spoke of the instrument’s over-saturation in advertising. It also pointed out the possible origin for this craze: Israel Kamakawiwo‘ole’s cringe-inducing version of “Over the Rainbow”, a song I heard at virtually every wedding I did sound for while living in California (so we’re talking 50+, maybe?). The article goes on to tout the ukulele as the instrument for the non-musician, and while I’m not sure I’d go there, I will say that at this point it’s kitsch. Period.
While people may love the uke because of the warm feelings it helps generate, there is more than one way to skin a cat. A different approach will likely yield the same results, and will alleviate the risk of people tuning out at the first strum. So, please, if you have to use a ukulele, please do so in moderation.