Introduction

The Invisible Hitmaker: Barry Manilow on the Art of the Jingle

Long before Barry Manilow was a multi-platinum superstar selling out residencies in Las Vegas, he was a “desperate young man” in Brooklyn with a singular talent for writing melodies that stuck in the public’s collective consciousness. While he is now a global icon, many of his most famous works are actually only thirty seconds long.

From Brooklyn to the Vegas Strip

Currently performing five shows a week at the Las Vegas Hilton, Manilow remains as dedicated to his craft as ever. Despite rumors of a staggering $60 million salary, the singer claims he barely keeps track of the finances, joking that he stopped thinking about money once he could pay his band more than $150 a week.

His singular focus on music is legendary. When asked about hobbies like poker or tennis, Manilow’s Brooklyn roots shine through. He humorously recalled that in his old neighborhood, people didn’t play tennis. In fact, if you saw someone with a “tennis club” (as he mistakenly called the racket), you assumed they had stolen it. For Manilow, there are no distractions—only the music he creates all day long.

The Jingle Years: Success and “Low Points”

Before “Mandy” made him a household name in 1974, Manilow was the king of the commercial jingle. He is the mastermind behind some of the most enduring brand themes in history, including:

• State Farm: “Like a good neighbor, State Farm is there.”

• Band-Aid: “I am stuck on Band-Aid ’cause Band-Aid’s stuck on me.”

• Stridex: Music for pimple cream commercials.

However, the road to fame had its share of “low points.” Manilow recalled writing the “Toilet Bowl Blues” during his early, struggling years. Despite his need for work, he did draw the line somewhere; he famously turned down an offer to write a commercial for a feminine hygiene product, dryly noting that “nothing rhymes with douche.”

A Legacy Measured in “Fanilows”

The transition from writing 30-second jingles to soaring power ballads like Could It Be Magic and Weekend in New England cemented his place in music history. His dedicated fanbase, affectionately known as “Fanilows,” remains one of the most loyal in the industry. At his conventions, it is common to see a sea of “Lolas” with yellow feathers in their hair—a tribute to his classic hit, Copacabana.

A recent fan trivia contest highlighted just how much his audience knows about his storied career. With 43 CDs to his name, Manilow has conquered almost every corner of the entertainment world. Interestingly, the trivia revealed that while he has won Grammys, Tonys, and Emmies, the one major accolade missing from his shelf is an Academy Award.

From playing backup for Bette Midler to becoming a master of melody, Barry Manilow’s journey proves that whether you are writing for a band or a brand, a great hook is timeless.

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