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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2008
UP FRO NT SOUND +MUSI C actual ad, leave him bemused. “Spend your money on a locally- written and produced track tailored to the ad and get it done for half the price you can l icens e any decent track for, ” h e says , addi ng there’ s plenty of t alented composers avail - able to do just that. “Give them an open brief. Don’t ask them to make s ome si lly ha lf- arsed copy of a famous tr ack – let them cr eate something o riginal. I f it’s any good the public will ‘buy it’ and the advertisers spend a fraction of what i t would cost to buy t he White Stripes or whatever. I would love it if we could get more involved in the music,” says Higson. Composers are n’t as trus ted in their fi eld of e xpert ise as they should be, laments Jam’s Mowday: “After all, we have stu died mu sic, performed it, composed it, we know the dif ference be tween Sa int-Saëns and a Semi-qu aver. Not to sou nd arrogant or assume that eve ryone out there is mus ically i gnorant - many a re not. A go od co mpose r should understand a brief and fulfill it tak ing the ob ject ives of the agency, cli ent and visi on al l into account. Trust us to do what we do well,” he says. Then the re’s t he sempit ern al problem of budgets and time. Mowday says there’s no way they can create a track that has the pro- duction, let alone the compositional values of ‘Radiohead’ in a few days without d edicating th e tim e and attention to detail as these guys do. Unfortunately that costs money. Composers aren’t as trusted in their field of expertise as they should be, laments Jam’s Mowday: “After all, we have studied music, performed it, composed it, we know the difference between Saint- Saëns and a Semi-quaver. Not to sound arrogant or assume that everyone out there is musically ignorant - many are not. A good composer should understand a brief and fulfill it taking the objectives of the agency, client and vision all into account. Trust us to do what we do well.” Stacey Wah (Soundtrax, New Zealand) “And please don’t ask for tracks to be copied. There is q uite a differ- ence between a genre and a style – Jazz and Deat h/happy-hardcore metal – to th e command, ‘Ma ke thi s t rack sou nd lik e Gn ar ls Barkl ey, but d on’t ge t ca ught ’,” says Mowday. Music as intellectual pr operty is being devalued which is heartbreak- ing to see, agrees Supersonic’s Hill, who thinks that in an a ttempt t o deliver low budget/high viewer con- tent, the craft behind so much post- production artistry is in creasingly diminished to skills achieved by the Average Joe with a garage band and a laptop. “Th is is not to say that fres h, quality ideas a ren’t achievable by unfunded ‘up and comers’, however deals that ex ploit those that just need a break sadly lower the bar for everyone,” he says. “Most audio ? 68 CAMP AI GN B RIEF JU L Y /AUGU ST 2 0 08
May June 2008