MUSIC COMMERCIALS 30
How did you go about finding the tune? All Music Dealers had as a brief was the film and this short description: “We are looking for something that is gritty and raw and has angst and drive to it.” The client also said the band needed to be from outside the US. There wasn’t much to go on musically so we used our search and discovery tool to access our global community of more than 10,000 artists to find tracks that were full of energy and grit, while also in ensuring the band was international. The software has 600 search terms, so can we sift through many genres including garage rock, indie rock, indie pop, grunge and alternative. Each option was placed against the picture to ensure the pacing was right as the video is pretty fast paced.
LENOVO BAND Agency: Saatchi & Saatchi (NYC) Music:Middle of The Night by Music Dealers artist Tiger Love
A track by London-based band Tiger Love, which was uploaded to the online global music agency
musicdealers.com, was licensed for computer brand Lenovo’s Band spot, created by the New York branch of Saatchi & Saatchi.
Did you have a shortlist of possibilities for the music? We came up with a list of options and sent them over to the client for review. Out of the shortlisted acts Tiger Love’s Middle of the Night immediately resonated with the agency and they asked for vocal splits for the song so they could edit to picture and present to Lenovo. The band was travelling in Israel at the time and by chance I was also in the country searching for new artists. So I met with Tiger Love in Israel and they contacted their studio back in London and had the files sent over.
Eric Sheinkop, Music Dealers CEO and co-founder
KFC EMERGENCY CHAIRS Agency: BBH Music: A cover of Embrace’s One Big Family commissioned by Hear No Evil
A re-recording of Embrace’s 1997 hit One Big Family, commissioned by music composition and licensing company Hear No Evil for KFC’s new TV campaign, was so popular it landed the tune back in the UK’s top 40.
How did you go about finding the tune? We were asked to investigate two tracks by BBH’s inhouse label – The Most Radicalist Black Sheep Music – which were Feels Like Home by Randy Newman and One Big Family by Embrace. These were chosen because of their lyrical content but KFC wanted a
stripped back, summery track to complement the Emergency Chairs film, so we needed to create a selection of cover versions.
What were you aiming to achieve with the covers? Our challenge was to transform the tracks into simple, elegant arrangements, tweak the lyrics to fit the film and then find the perfect vocalist. During the demo process we worked with nine different session singers, creating three versions of Feels Like Home and six versions of One Big Family for the final shortlist. The vocalists were both male and female and had a broad range of styles, from soul through to folk.
What happened next? It was strikingly obvious early on in the demo process
that One Big Family was the most successful route creatively because our arrangement was so far removed from the original epic track. As soon as the ad campaign appeared, things went mental. It was the most Shazam-ed song for at least a couple of weeks and someone put a YouTube clip up, claiming it was Paloma Faith – which she then denied on Twitter, only fuelling interest. A tweet from Lily Allen asking who sung the song confirmed it as a phenomenon. Subsequently the Hear No Evil composers and session singer Hannah launched their band Templecloud and One Big Family was released on 24th May. It reached number 11 in the iTunes chart and Number 24 in the UK charts and was Radio One’s record of the week.
Jane Mitchell, Hear No Evil November 2011 |
www.televisual.com C39
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