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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2007
SOUND +MU SI C Coca-Cola ‘Happy Mouth’ (SO&M, Sydney) Optus music video (M&C Saatchi, Sydney) Coca-Cola ‘Endless Summer’ (Singleton Ogilvy & Mather, Sydney) Pepsi Samba ‘Legs’ (Clemenger BBDO, Sydney) SongZu-realmusicina fake world “We’re real musicians that live and breathe music. We play in bands. We produce bands. We write albums. We compose film scores. We conduct orchestras. And that’s just in our spare time. When we’re at work we connect the real music world to the commercial world. We bring originality and creativity to every task, be it sweeping film scores or ads for washing powder. But above all, we bring integrity. Because we believe in the power of music and sound to take you to places where pictures can’t.” SONG ZU IS CONTINUING with its tradition of only employing com- posers with legitimate music indus- try experience. Ramesh has a n um- ber of ARIA nominations under his belt and most recently p roduced Grinspoon’s latest album , Al ibi s and Oth er Lies. Eden has wo rked with the c ream of the i nternational musi c i ndust ry, inc luding Puff Daddy, K elis, Tricky an d Bjork whilst Nat han Cavaleri’s career to date is well known and has included stin ts working wit h B.B Kin g, Michael Jackson and Jimmy Barnes. Even Song Zu’ s “orc hestral” com- poser plays guitar regularly arou nd Sydney with Inga Llijestrom and La Fiesta Sound System. Says So ng Zu c reative direc tor, Mark R ivett: “We find t he bes t musi ci ans and comp osers and mould them into the ad industry. At any given p oint in time we alwa ys have a team of specialists who really understand the genre the y’ve been employed to cover, be it orchestral, rock, hip-hop, what ever.There a re no compromises here.” The advertising industry seems to 64 CAM PA I GN B RIE F Ramesh with Grinspoon producing their latest album Alibis and Other Lies - number 2 on the ARIA charts at time of writing be embraci ng Son g Zu’s music industry credentials as Song Zu are spending a lot of their time writ ing tracks that are a lot longer than 30 se conds . Lowe Hunt , Syd ney approached them to w ri te a fu ll length t rack for Lynx ’s Dizzy Banana ‘Japan ese’ g irl ba nd a nd M&C Saat chi/ Opt us chose a Nathan Cavaleri three minute hip- hop composit ion f or t heir rece nt You T ube/ Myspace pr oj ect, Penguin Dance-off. For th is So ng Zu drafted in MADDN8TIVE to rap, Nathan having recorded with him previously for a hip-hop album. Says Song Zu managing di rector, Ian Lew: “Previously o ur a dvertis- ing music had been extended to full length t rack s for commercial rel ease. We had da nce hits with both a Pepsi Samba trac k and a Nokia track which both came about as a result of interest from the pub- lic who had assumed the pieces had been l icensed for the comme rcial. Now we’re writing the fu ll l ength tracks for release months prio r to the commercial even ai ring. Th is way they’ve already h ad a life of their own, whether v ia Y ouTube, mus ic video shows or night clubs and bars, and by the time the TVC airs have already bee n he ard by a signif icant portion of t he t arget audience”. Says Lew: “There seems to be a trend amongst new smaller creative agencies to work ac ross a n umber of platforms, whether it be advertis- ing, short films, TV, on-l ine con - tent and so on, which i s great. We can total ly relate as we’ve being doing this for years. Just this year we’ve pr oduced a maj or r ock album, scored a HBO doco and a feature film, worked on a number of shorts, written two songs for the Asian Games, not to me ntion a lot of high-end commercials”. These inclu de N athan’s Coca- Col a ‘Happy Mouth’ which is a groove track constructed from the sounds p eople make when they drink Coke, Haydn’s Coca-Cola ‘En dless Su mmer ’ for which he won a Phoenix award in Singapore, the Aust. Electoral Commission spots and two worldwide Singapore Airlines spots to name but a few. All these spots plus Song Zu’s new studios c an be seen on their new site www.songzu.com JU L Y /AU GUST 2007
September October 2007
May June 2007