frontline
“Star One and I feel really proud, and to have D Double E voicing a campaign with Ikea is mindblowing,” says the producers’ manager Cian Davis. Music supervisors Theodore worked with agency Mother London on the ad, and
SYNC STORY
IKEA/D DOUBLE E & STAR ONE
BY BEN HOMEWOOD
D Double E and production duo Star One have teamed up to soundtrack Ikea’s Christmas campaign. The grime legend’s Fresh N Clean (Silence The Critics) booms out over the new ad, underlining the genre’s ever-increasing impact on mainstream culture.
Shelling out: Two snails in Ikea’s ad and (below) D Double E
“Star One and D Double E have something different
and real” Arnold Hattingh Theodore
Theodore’s Arnold Hattingh says they followed a simple recipe. “Work with Star One, who make records instead of music for ads, engage with D Double E, one of the founding fathers of grime, and you have something different and real,” he says. Theodore’s David Bass says he’s excited about grime’s future, while Mother’s Danielle Outhwaite-Noel underlines the importance of authenticity. “D Double E’s inimitable voice and witty comebacks made him the perfect artist,” she says. “We were really keen to make sure we didn’t strip away what makes him and to create a piece of music that stood out against all of the emotional, whimsical ads at this time of year.”
Double E-asy does it, then.
Spot: Ikea Title: Fresh N Clean (Silence The Critics) Composers/Artist: Star One & D Double E Master: Bluku Records Publisher: Wake The Town/Metropolis Songs Music Supervisors: David Bass & Arnold Hattingh Ad Agency: Mother London Creative Directors: Thom Whitaker & Danielle Outhwaite-Noel Film Company: MJZ Director: Tom Kuntz Post Production: 750 MPH/Electric Theatre Collective/Whitehouse Air Date: 08/11/19
WANT TO GET YOUR SYNC STORY IN MUSIC WEEK? Email Ben Homewood at
ben.homewood@futurenet.com for details.
JGrrey THIS WEEK’S HOTTEST BRAND NEW ACT
KEY TRACK: For Keeps LABEL/MANAGEMENT: Stripes Records TWITTER: @JGrrey13
WHO: JGrrey’s name is buzzing around a lot of late, amidst 2020 tips lists and the BRITs limbering up to name its Rising Star. Her real name is Jennifer Clarke.
WHAT: Soulful explorations of matters of the heart, glossed with weighty production. In the wake of Jorja Smith and Mahalia this year, JGrrey’s sound offers a more varied, textured approach.
Grrey area: JGrrey
musicweek.com
WHERE: JGrrey was born in South London and moved to the north of the city aged six.
WHAT DO I NEED TO KNOW? Mostly that if you’re not listening to JGrrey already, you probably should be. She opened for Billie Eilish’s arena tour – at the star’s own request – this year, so has already tasted the big time.
WHAT’S THE MUSIC LIKE? Full-bodied and atmospheric, with light and shade to reflect JGrrey’s varied tastes. “I’m making music to see how well I can make music,” she told The Line Of Best Fit. Try her recent Ugh EP now.
GREAT TITLE… Yeah, and its stately closing track Happiness Seems A Hell Of A Guy is also brilliantly named. The countdown to JGrrey’s debut is on…
25.11.19 Music Week | 12
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