June 29, 2001
INSIDE THIS ISSUE:
NEW SOUNDS FOR SOVEREIGN
ROCKIN' THE TAJ MAHAL
MONSTER POTPOURRI
CHUCK LIVE!
NEW SOUNDS FOR SOVEREIGN
MONSTER TRACKS has produced a new original music package for Sovereign Bank as part of a comprehensive branding campaign for this major regional advertiser. Working with LevLane advertising of Bala Cynwyd, PA, MONSTER TRACKS principal composer Chuck Butler was called on to create a piece that would be contemporary and uplifting, while retaining a musical "edge" not usually associated with traditional bank advertising. "The call from Bruce Lev is one I always look forward to getting", recalls Butler with a smile. "Bruce has a great way of communicating a "vibe" to a composer. It's very important to him, and to me, that the music work as music---not just as advertising. He understands what works, and how it will play in the marketplace. It's great, because the LevLane creative group presents me with a solid framework, while leaving a lot of space for me to express myself." That expression is evident in the track that resulted for Sovereign. "We didn't want to create a jingle", relates Chuck, "but it was clear that there were certain lines the agency wanted to hear sung." Chuck began by building a solid "dance/electronica" base for the track, layering a lot of more organic guitars and vocal parts over top. Philadelphia area voice artist Eileen Brady was brought in for vocal lines, some of which were heavily processed. "Honestly, a lot of [the sound design] is accomplished by understanding the tools at your disposal and having the time and opportunity to experiment and try out different possibilities. In this case, music was a priority from the very beginning of the creative process. We had Eileen record a lot of different things---words, phrases, vowel sounds---then we used all kinds of processing to create an ethereal yet human soundscape for the track. We actually created the radio versions first; we went back through all of the sound elements and built each of the TV tracks from scratch." The TV spots were directed by Jim McGorman of SBK Pictures, and feature a beautiful look at contemporary urban, suburban and business life tied together by the tag line "That's Why We're Here". MONSTER TRACKS would like to thank the entire creative team at LevLane, Jim McGorman of SBK Pictures, and a special shout out to producer Hope Krosscove who pulled the whole thing together. Radio spots have been on the air; you should start seeing TV in the near future.
Listen to Sovereign music now...
ROCKIN' THE TAJ MAHAL
The Trump Taj Mahal is unlike any other hotel/casino in Atlantic City, so it makes sense that it should have a sound all it's own. MONSTER TRACKS has now created that sound, in a production that fuses multiple styles of music into an exciting and intense blend of "musical cultures". "There were three important musical worlds that had to come together for the Taj," explains composer Butler. "Trump is catering to a younger, hipper audience than some of the other hotels, so there's a rock & roll edge that feels right for them. But the Taj features their Casbah nightclub, so they felt it was important to convey a serious dance floor attitude as well. Perhaps most important was reflecting the obvious eastern Indian influence that is the major theme of the hotel. So the challenge was to balance the right amounts of each element to create a track that is not overly ethnic, rock, or dance---but equal parts of all three." The resulting track is a musical melting pot of pounding dance beats, hard-core rock guitar, and traditional Indian vocal lines, sitars, and percussion. An indispensable partner in the project was Account Supervisor Rina Mackler of Masterminds Advertising, Pleasantville, New Jersey. "Rina was right there from day one with great ideas---and worked with us all the way through the process. I think Rina had a bold vision for this client, and we were ultimately able to realize her vision in a way that is compelling and certainly distinctive." The new Taj music will air initially in-house and on radio, but may be used for other broadcast productions in the future.
Listen to the Taj theme now...
MONSTER POTPOURRI
This has been an exceptionally busy time for MONSTER TRACKS, we'd like to express our sincere appreciation to the many producers and directors who have visited us over the last couple of months. As you know, there are many (unseen but) talented musicians in the region who benefit from these projects---each of them sends their thanks as well! Special thanks go out to Sean Gillespie for his work with the Kennedy Auto Group (can be seen on all six networks as well as the Phillies and cable), and Donna Hearn and the team at Gillespie Advertising, Princeton, for working with us on radio spots for Valley/Merchants Bank (in the New York/North Jersey market). Also, MONSTER TRACKS has produced music for a new :30 TV spot introducing Holy Redeemer (airs in the Philly market). Thanks to all who were involved in these productions.
CHUCK LIVE!
If you've got a really sharp eye, you may have spotted MONSTER TRACKS principal composer Chuck Butler during the broadcast of the Daytime Emmy Awards in May. Chuck was playing keyboards on stage with "Millionaire" host Regis Philbin at Resorts Hotel/Casino when Philbin received his Emmy awards live during the national broadcast. Chuck also performed recently at the Sands with up and coming operatic tenor Michael Amante, and will be at the piano for an upcoming stint with Don Rickels at Caesars. "Chuck has been working towards earning his 'hardest working man in show business award'", laughs area trumpeter Joe Scannella.
