Kings of the jingle help musicians find success

The Jingle Punks are songwriters, and while you don't know their names, you've probably heard their music. Jingle Punks is the world's top commercial music publishing house, CBS News' David Begnaud reports.

They've been called jingle geniuses, middlemen who help musicians achieve commercial success. When they're not soliciting tunes, there's a team of punks making them.

"We put music in stuff," President and Chief Creative Officer Jared Gutstadt said.

A lot of stuff, including countless advertisements and TV shows, like "The Voice," "World's Funniest Fails," "Real Housewives of Atlanta" and "Pawn Stars."

The "Pawn Stars" jingle took about 15 minutes to make and made the company millions.

The company started in 2008 when the man known as "Jingle Jared" and his soon-to-be-friend Dan Demole met at a Black Keys concert.

Introduced by their girlfriends, now wives, they drunkenly tossed around the concept of licensing music in a digital library.

"We emailed the next morning," Gutstadt said. "We sort of connected again and said that actually was a good idea."

From there, the Jingle Player was born, a searchable database that musicians, many unknown, can submit their works to for consideration by major brands.

"We've found a way to give a voice to the voiceless in the music business," Gutstadt said.

Like Lukas Kaiser. A creative director by trade, he hit gold with the Jingle Player. He's contributed about 200 songs since 2008 and made about $100,000.

Now featuring over 500,000 songs, you can find just about anything in the Jingle Player; you can even search by emotion.

Within minutes of requesting an emotion the system didn't have (flummoxed), the system notified Brady Clark that a customer wanted a tune they didn't have, so within half an hour the team found a tune to fit that mood.

In addition to the player, Jingle Punks also employs musicians to compose original works for clients.

Jeff Peters is the composer for client Dr. Pepper. He's a one man band who spends an hour toying with seven different instruments for a one minute tune, resulting in a satisfied customer with only a few critiques.

Jingle Punks has become the rebel of the music distribution business. Despite that, Gutstadt, the kid who never felt like he fit in, has not accepted success. Being popular is never something he will get used to. "Even to this day if I'm invited to a party or invited to go somewhere, I'm like, 'Are you sure?'" Gutstadt said.

Nowadays, he's throwing the parties, and there are plenty of punks wanting an invitation.

"My true dream is to one day have a novelty song that is so undeniably catchy and big I get throw into lexicon of one hit wonders as a sort of footnote to an otherwise amazing career," Gutstadt said.

Jared and Dan run the company day to day, but this year they sold it to Canadian based Ole. Jingle Punks' revenue was $18 million last year.