Original music can be one of the most memorable elements of an advertisement, but crafting it to be a cohesive part of the spot’s aesthetic while keeping within time and budget constraints is undoubtedly a challenge.
For that reason, we want to ensure that you’re getting the most out of your original music budget, and If you’re not spending time in the studio, you might not be. Here are four reasons why joining your composers for the creation process is the best way to get the most bang for your buck:
1. Be the voice of creative continuity
Briefs and conference calls are great, but nothing can replace having a representative from the creative team involved in the music creation process. You and your crew have been crafting every detail of this story for more time than a half-hour call could possibly sum up, so why let it? When you are in the studio, you facilitate creative continuity. Your guidance helps the composing staff to have the clearest understanding of the story you are telling, and the aesthetic through which you are telling it.
2. Insure your client’s investment
You’re always there for the shoot. Those days on set represent hundreds of hours of your team’s labor and likely a majority of your client’s production budget. What happens there determines what your client’s audience will see; half of the sensory engagement of multimedia advertising. What they hear is the other half, and while it may not represent the same amount of the production budget (we can talk about that later ), to understate it’s value would be a disservice to the audience. That’s why your involvement with the music creation process is essential. In our experience, the best way to be involved is to join your hired music creators for the session.
3. Utilize scheduled revision time more effectively
I would venture to say that about a third of the revisions we execute go through a second or third round of revising. Most of the time the particularly tedious revisions could be avoided if a representative from the creative team had been a part of the music creation process. This is not to say that tweaks can be all-together eliminated! Being there for the session, however, means that someone on the team knows the music intimately enough to pinpoint the elements that are causing friction. “That chime-y thing that goes ting ting ting” becomes “you remember when we added marimba yesterday afternoon?” That stops us from toying with a myriad of other elements we might have assumed were the issue. Having that insight can literally save you days of revisions! We have clients from Ogilvy, Havas, Digitas, Saatchi, Droga, and beyond that have joined us for sessions, and can vouch for that!
4. Recording studios are inherently cool
I’ve heard many an advertising producer say that going to recording studios is the reason they got into this kind of work. Hell, it’s the reason I got into this kind of work! Recording studios are inherently cool. Musician or not, everyone can appreciate the peek behind the curtain that is sitting in on a recording session. In New York it’s a special treat because the musicians you work with are absolutely top notch. You’re probably working with players that are in between sessions with A-list artists, and club dates in your favorite NYC venues. When you go to the studio to be a part of the original music creation process, you become a part of that world, and a pretty important part at that!
Original music comes with a unique set of challenges, but the possibilities are nearly limitless. When you hire a music house, you’re not only hiring the music creators, you’re hiring a staff that is there to assist you in overcoming the challenges and delivering the best music for your content to your team and your client. In our experience the greatest results come from having you here with us.
And if we’re being completely honest, work aside, we just like having you around!