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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT SEPTEMBER 2013
SOUND+MUSIC CAMPAIGNBRIEF SEPTEMBER/OCTOBER 2013 HAVING SPENT THE BETTER PART of a decade producing and engineer- ing with some of New Zealand's best talent, Sound Reservoir's resi- dent music director Lukas Farry provides studio production and writing here in Sydney, as well as collaboration with talented individ- uals with proven success as music writers and creators. "We've brought into the fold col- laborators from different parts of the globe who are stand-alone artists in their own right. Each artist reflects the environment within which they work, offering a differ- ent perspective on every brief. This brings something more internation- al to our work," says Farry. Three such collaborators are London-based Finnish writer, Anné Kulonen, Brooklyn based Stephanie Brown and Berlin based New Zealander Isaac Aesili. Kulonen is adept at generating a very Northern European sound into her compositions, and she's already created an impressive array of work for brands such as Epson and Lexus, as well composing for short films, including The Foundling for Ridley Scott's RSA Films. Bringing her soul and jazz tinged electro into the mix is Stephanie Brown. Under the pseudonym 'Lips' she won the prestigious 2012 APRA silver scroll for songwriting and she has also had the opportuni- ty to work in the studio with the likes of Kanye West as a keyboard session musician. Berlin based Isaac Aesili is prodi- gious band leader, session musician and music producer currently signed to Mushroom music pub- lishing. Through Mushroom a lot of his music has been licensed to television throughout Australasia. "I've known and worked with these artists for over 10 years and we all have huge passion to create great music. We love and admire the inventiveness and imagination on display within pop culture, so it's a privilege to work on any cre- ative project, no matter the medi- um," says Farry. From producing albums and pop artist development, to composition for short films, Farry feels it impor- tant to be moving forward within the music and film industry in tan- dem with the creation of custom- made music for advertising. "Outside of advertising, we're all keeping ourselves busy with various music projects. It's what we love so it can be very rewarding. It also keeps our skills refined and our musical vernacular up to date." However, their passion to create extends to all music projects, whether they be for advertising or music consumption. "To us, music is the language of emotion and when it's communicated in symbio- sis with the right creative, it can elicit a very visceral response. I think anyone in any creative field aspires to initiate this type of reac- tion from those who interact with their craft, and as music creators we're no different. "As communicators, we help bridge concepts and ideas into the final product, and this is fundamen- tal to our writing objective." General manager Jodie Vignes believes having collaborators scat- tered across the globe is advanta- geous in today's web-based world. "The internet has obviously changed the way we consume music. With digital copyright and artist compensation issues aside, it's never been easier for music writers to express themselves creatively. There's a wealth of great music being produced in named and yet- to-be-named genres," says Vignes. "Now composers can work on any project, in any time zone, while col- laborating with others, and even interact with the consumer directly. We can have a demo created overnight, in our inboxes the fol- lowing morning, with any changes to be made that day if required." As distribution models have changed in the music world, so too have they changed in the world of Digital Cinema. With 35mm film being all but phased out, the demand to supply Digital 5.1 Surround cinema mixes opens up a world of new opportunities. Sound Reservoir has been able to meet this growing market, having commissioned three new DCP (Digital Cinema Package) compli- ant 5.1 surround mixing theatres. With 15 years experience in the Surround Sound/Dolby mixing realm, the progression to Digital Cinema over the last few years has been an exciting advancement for Sound Reservoir, with several jobs under their belt for brands includ- ing Telstra, Nissan and Channel 7. Says senior sound designer Paul Taylor: "With most cinemas pro- jecting digitally and having virtually no 35mm cinema equipment any- more, previous Dolby audio requirements such as licensing, approved mixing environments and encoding have all but ceased to exist. This allows for a much smoother, natural transition between TV and online projects and cinema delivery, enabling our clients to regain hands-on creative control over how they would like their 5.1 cinema commercials to sound. This, coupled with the sig- nificant savings in the overall pro- duction and deliverable costs of DCP, provides a fantastic creative versus budget solution." Says managing director, Barry Stewart: "Our recent Pro-tools HDX upgrade also gives an even greater transparency and roundness of sound not only to our 5.1 mixes, but to every stage of the recording process. It is a development that brings us much closer to the warmth and subtlety that traditional analog once offered." Stewart says the investment in the range of services that Sound Reservoir has to offer is a great plat- form from which to create work with anyone who walks in the door. "We can now offer a complete audio package for our clients. It's an exciting time creatively for us - working on quality music composi- tion but also continuing our award- winning sound design and audio post services for TV, radio, online and once again cinema." Sound Reservoirisback providingadindustry bespoke musical content and Digital Cinema 5.1 surround mixes After a three-year hiatus, Sound Reservoir is back providing bespoke musical content for the advertising, online, television and music industries. On the audio post side of things, in addition to a major upgrade, Sound Reservoir will also be taking advantage of improvements in technology to now provide Digital Cinema 5.1 surround mixes. Lamb via BMF Sydney - Original Music: Lukas Farry, Sound Reservoir Stephanie Brown aka 'Lips' Nissan Pulsar via Whybin\TBWA Isaac Aesili as 'Funkommunity'
Campaign Brief May-June 2013
CBNAT NOV-DEC 2013