Everyone gets it, and we’ve got it. I have been in this industry long enough to realize that it’s no wonder the “temp track” (or demo) ends up getting married to the spot. With the multiple revisions and music being further down the chain the piece that everyone said “Oh this is a place holder, we are going to get something really cool in there” now becomes the gold standard. However, it can prove to be either good or bad during the creative process. Typically a well known piece of music will get thrown in there to help with the feel of the spot. Sometimes that piece of music is carefully picked out by a well organized music producer so it can be purchased if the client happens to like it. Other times that piece of music has no chance to see the light of day and when the client likes it, there is a problem. Composers, Music houses and Music producers are now trying to replicate the feel of that piece when the client already likes the original piece more. So like most music companies we created a library of music from misfit island.. It’s not huge, but a small selection of really good pieces to check out. All of them are 60 seconds in length and can be cut down if needed. So when you have a spot and are looking for music you can fall in love with, see if any of these tracks give you butterflies. Please reach out of you need any help or even better something more custom.
As we turn on the ra… I mean internet we are hit with yet another (and I hate to call it) song that is circulating around the world faster then speed of sound. It seems creativity is at a all time low for music and what we once did to write a song based with musical structure and meaningful lyrics, has become useless if you really want to be heard. In my first semester at Berklee College of Music, I was taught two important phrases “Simple is Good” and “Less is More”. Though I really connected with those two theory’s, I didn’t dream it would get to this. In this song called “11 Eleven” from Korean artist Hitch Hiker, we get a heavy dose of those two phrases. As I heard it for the first time I could tell where it was going and said to myself, good for these guys to be able to listen to this over and over and over again without putting a gun to their head.. If it were me, I would be dead by now. So will it ever have the legs to be a classic? Please I hope not. But I have a feeling that this direction for making music is not over and the words “Simple” and “Less” can be lesser and even more simpler. Enjoy
Let’s get this out of the way right at the top. Long time users of streaming platforms like Pandora and Spotify hate advertising. With a passion. WhatsApp CEO Jan Koum called advertising ugly, insulting and interruptive. And then sold his company to advertising giant Facebook for $17 billion dollars. A quick perusing of the comments of anything related to streaming and ads will quickly deluge you in words like ‘hate,’ disgusting,’ ‘rip-off,’ and ‘suck. It’s a well-trod path. Start-up passion ignites a religiosity among users, who adopt a service and happily march under its banner and then BOOM! The bottom line begins to drown in a sea of red and the ads show up. And what happens when those hateful, nasty, sucky ads show up? Let’s have a look at one platform, the grand-daddy of them all, Pandora
All of which means, ready or not, here come the ads!
But there’s a twist to the story coming right over the horizon, something most users haven’t even considered, but something that will change the game completely. A simple idea really, but one worth considering and a question worth asking.
What if the ads don’t suck? What if the content of the ads is as compelling as the rest of the content? What if….the ads are actually good, provocative and exceptionally non-sucky?
Okay they’ll still be ads and therefore with a suck DNA stitched into their very being, but a markedly lower suck factor might mean the ads are actually bearable and as such, since they will help create an actually viable business model, will become what they are when they grace such riveting content as say, Breaking Bad – a necessary evil.
Author: Christopher McHale
Written by Casey Chester and Michael Harvey
Click here to hear Finally Sunlight.
I wrote the music to this song years ago and of course it sat around waiting to be finished.Originally named “Go Away”, I had recorded the Rhodes, Piano, Strings, and Synth parts as a place keeper to give it some life. I always kept it around hoping to collaborate with the right person to bring it to life again. A couple of years ago I showed it to my friend Mike Harvey and explained what I was thinking lyrically. He instantly fell in love with it and write lyrics and a great melody in a day or so. It was perfect. He captured all of what I imagined in this song and made it his own too. We went into the studio and produced all his vocals. Mike is a pro and I always enjoy what he will come up with. We then needed another live element that was crucial to this song. So we asked Malcolm Gold to add a bass part. This was something it really needed and Malcolm nailed it. It’s a part of what I really love about this song. If you have any other means of listening to this on real speakers over a laptop, you will hear how solid of a performance he gave us. In addition we wanted to try some other elements that could be interesting so we gave it to Adam Charity to add some Lap Steel Guitar on it. He did a great job in giving it a new mood at the top. It has a dark and somber feeling in the right places, and he brought some of that to life even more with his sliding melody. We also gave it to Ian Hatton to add some guitars to the back end. We wanted this song to build and again he came back with a great simple guitar melody that has it’s own place in the song. It’s great to work with other writers and musicians to bring color to a song. I made this video of me playing the drums as something to watch while listening to it. I am very happy with the drum part as well. It’s very simple and brings life to the loop that starts off the song. So please enjoy Finally Sunlight. I hope we can create more songs in the future.
Yes I have to admit this blogging thing is much tougher to do then I though, but when you are busy it’s even tougher. So what’s been going on.. Well Audible Playground has been up to a lot lately. We had a lot of fun working on the music for the Colgate Optic White. I know what you are thinking…. How do they do it? How can toothpaste actually make your teeth white? I know we were thinking the same and have I idea, but there is something in there that well help your smile out. In the midst of the getting that teeth whitening ingredient out there, they needed music to accompany it, so Audible Playground was brought in to lather it on. At first it was a music editing gig, then it turned into some sweetening, then it ended up where we used some loops for the original track and scored over top if it. Times have changed a bit in this biz, but who would not be up for a challenge. In the end the track came out nice and everyone was happy. Feel free to check it out under Work we do and click on the music tab. You will find it in there.
Along with that, we had a heavy dose of Viagra, Chase Bank, Kraft, Burger King, 7Up, Budweiser, Verizon New Business pitches and a whole slew of new Weight Watchers that you will enjoy. Good bye 2011 it was fun.