MUSIC COMMERCIALS 30
MUSIC IN COMMERCIALS T
From massive orchestral scores to obscure 70s library music, Jake Bickerton reveals how eight great sounding spots sourced their music
he music on some of the year’s most interesting sounding spots, profiled here, is as varied as ever. It ranges from a bespoke orchestral composition, recorded at Abbey Road with a
70-piece orchestra, to an intentionally low-key cover of a minor 90s hit by Embrace commissioned for a
KFC spot, which almost surpassed the chart success of the original when released off the back of the success of the commercial. There’s also an obscure 70s disco track dragged out of the archives, and a tricky to license commercial track that took a great deal of negotiation to secure.
FIAT TOLUCA Agency: Impatto, Los Angeles Music: Vivaldi’s Concerto in D Major, Rv 228: Allegro, recreated by Massive Music
This film was created as a music video. The music is public domain and was re-composed by Massive Music, which commissioned a remix of the music by The Glitch Mob.
MERCEDES BENZ C-CLASS DISCLAIMER Agency:Merkley and Partners Music: Sulphate Soul by Felt Music artist Wildcat Will
A production music library piece initially provided by Felt Music for reference only was selected for the final version of this Mercedes spot for the US market.
How did you go about finding the tune? We often use our library/ internal catalogues as a starting point when trying to find the right piece of music for our clients. It’s a good way to hone in on the creative direction before briefing composers or carrying out a full search.
Did you have a shortlist of possibilities for the music?
In this case we found that a more lo-fi/ retro sound was working for the creatives on the project so in our second round of searches we picked out more ideas in this area. We were prepared to compose something based on the references but the client fell in love with the Wildcat Will track.
Did you have to tweak the track in any way? This was a piece written by one of the composers we represent for sync work and who also contributes to our library. The original version of the track was part of our unsigned catalogue but for this commercial we went back to the original parts and rearranged/ stripped back for the purpose of the advert and to fit better to picture.
Toby Slade-Baker, head of commercials, Felt Music
Did you have a shortlist of music possibilities? We came up with a creative brief to convey musically a message that reflected Fiat’s iconic, European heritage while at the same time channelling their ‘classic’ status into contemporary, modern times. We pulled a variety of compositions from Vivaldi, Verdi and Scarlatti, and Fiat and their agency felt strongest about Vivaldi. Toluca was to be the first long-form media piece to help re-launch the Fiat brand in the United States. We knew Fiat and their agency wanted the brand to appeal to younger, tastemaker types, so it seemed to make sense to reinvent a classical string concerto from Vivaldi.
How did you ‘reinvent’ the music? Massive composers recreated the Vivaldi concerto note-for-note and then split out the elements for the remix – it needed to be fully recreated so the different musical elements could be supplied to the remixer. For this ‘branded music video’ style remix Massive brought in The Glitch Mob, whose style of remixing was the perfect fit for the final track.
Scott Cymbala, Partner, MassiveMusic LA November 2011 |
www.televisual.com C37
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