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G&E Music Scores Three Spots for Saatchi & SaatchiUpgrades NYC studio (July 22, 2004)
G&E Music has been making great inroads in the commercial spot world recently, creating original music for three national spots for NYC-based ad agency Saatchi & Saatchi. Having worked with G&E principles Glenn Schloss and Erik Blicker before, Saatchi lead writer Kelly Coveney initiated G&E's demos for the first of the three spots, Crest White Strips. Nailing the music for the first spot, G&E was given a shot at two others and came through on all three--not an easy feat in the competitive and fast-paced national spot biz.
With so many music houses in NYC competing for spot work, G&E stands out with a diverse profile, deeply established in music for television programs and network branding packages. "Its a thrill when somebody seeks you out based on work they have seen. notes Blicker. "Creating a tight one-on-one working relationship allows us to collaboratively develop some cool ideas.
Case in point is the score submitted for the Crest White Strips spot. Providing direction was an Ella Fitzgerald swing track chosen by the Saatchi creative team. Instead of recreating a unique version of the track just to eliminate licensing fees, G&E was asked to deliver something new and fresh, while evocative of the style. "We created a younger, hipper version of the traditional jazz skat, brought our own unique vibe to that style," explains Blicker.
After completing the Crest White Strips commercial, Saatchi enlisted the G&E team on another spot, this time for Head & Shoulders. "We had just finished up the previous campaign for Crest and there was some great chemistry between us all. shares Schloss. ?They were looking for a sort of jangly bluesy track, so we recorded acoustic guitars, live bass and drums. Kept it simple. It fit the picture real nice. G&E worked with Blue Rock Editorial for the Head & Shoulders spot, with Laura Milstein as editor. Again, Saatchi was pleased with the results.
"Glenn and Erik are such incredibly intuitive and inventive musicians and composers," offers Saatchi's Coveney, as to G&E's repeated success with the agency. "Their approach to commercials is fresh because they approach it from a music writing perspective, instead of a jingle perspective. They are able to interpret abstract direction and get the vibe of what needs to be accomplished, delivering unique story-driven :30 and :15 compositions."
The third spot, for Olay, completed the hat trick for G&E, who on this third occasion was the only music house Saatchi called on for the score. The guys had to get creative, give the agency enough of a variety to choose from. "We sent them six or seven demos, and the very last one they heard was the one they went with," recalls Schloss. ?We had a lot of fun with it. We brought in a sax player and layed down a Bossa groove, then dropped in a little James Bond secret agent man vibe at the end--kind of a playful, sneaky music for the woman who's fooled her admirers.
Facilitating G&E's fresh compositions for these Saatchi spots was their new Pro Tools HD rig, and G5 Macintosh. Sure, the guys are always refining their sound, but the technology's enabling them to work more quickly and with more sonic options than ever. "The new set-up is just blazing," notes Schloss, "really facilitates us getting our ideas out immediately, and the clarity is great. Plus with all the plug-ins, especially the Waves and Bomb Factory plug-ins, we can really mix on the fly, which is a growing trend in the post community--being able to mix and write at the same time is extremely valuable, it's a huge part of how we work."
According to Coveney, the G&E sound was a sure thing for the spots, something that obviously transcends just technical aspects of the project. "They get it every time," says Coveney, "Their music makes our spots come to life. It is such an incredible team effort, and it takes a load off of my plate to have such incredible talent at my fingertips." As to their continued success in new areas, such as this high-profile spot work, Blicker reflects, "We actually have a real flavor, Glen and I, a real musical voice, and we feel that it's stronger than ever. We can really dive into a project and bring our own voice to it, no matter what the style--free jazz, techno, rock--there's a real attitude and voice coming out of us as a team."
About G & E Music
G & E Music produces music and sound design for film, television, commercials, corporate presentations and the web. Our team of composers write in all musical styles. We have worked with many talented producers in the industry and continue to develop strong relationships with our clients.
G & E music believes that the visual is driven by the music/sound design and our composers are driven to making this happen.
For more information about G&E Music visit www.gemusic.com.
Related Keywords:G&E Music, Saatchi, Saatchi & Saatchi, Glenn Schloss, Erik Blicker, Kelly Coveney, Blue Rock Editorial, Laura Milstein, Pro Tools HD, G5 Macintosh, Waves and Bomb Factory,