Our 20th Anniversary Mother-of-all-Newsletters Newsletter continues below.
IN OTHER NEWS…
There are those in advertising who believe that the traditional jingle is passé, or cliché, and we’ve recently heard at least one commercial composer suggest that the day of the traditional jingle is past. The current trend is to create something that sounds like a song, with lyric that may have some loose connection to the content of the advertising. Nothing wrong with that approach—it can result in some very stylish advertising. But does the audience connect the music to the advertiser? The fact is that no advertising technique scores higher in memorability than the traditional jingle (where at least the client’s name is sung), so when you need the marketplace to remember your client’s name in a field crowded with advertisers, the traditional jingle can be a most effective pneumonic device. We’ve actually seen a resurgence of jingle production in the past year, including projects for The Philadelphia Inquirer’s Marketplace section (Millions Will See), Carpet Mart (You Gotta See It to Believe It), Ardmore Toyota (That Something More You’re Lookin’ For), and others. When Temple Basketball hired new head coach Fran Dunphy, we worked with 3601 Creative Group to create Temple Basketball is Frantastic. Check out a sampler of our recent jingle work here. Even political clients understand the value and power of the jingle—The Campaign Group used music to remind voters that Colorado Congressman Bob Beauprez told voters he would vote one way, but voted differently when he got to Washington in the jingle Both Ways Bob (Beauprez lost the election).
MONSTER TRACKS composer Chuck Butler participated in two film scoring events in 2006. The first event, titled The Score: Music for Film and Television was presented by The Philadelphia Chapter of The Recording Academy (NARAS) last July at WHYY Television Studios. Then in September, MONSTER TRACKS, along with The Philadelphia Chapter of the American Composers Forum, and The Greater Philadelphia Film Office co-sponsored a panel discussion featuring composers and directors at the Prince Theater. Butler appeared on the panel along with director Mark Moskowitz to talk about Chuck’s work on numerous political ads, as well as his involvement with the film Stone Reader.
After serving two years as composer representative to The Philadelphia Chapter of The American Composer’s Forum, Chuck is currently serving as Executive Board President, after being elected to the position in 2006. Chuck replaces former Board President David Kramer of MBC. Chuck continues to teach the commercial composing course he developed at University of the Arts, and meets regularly with composition students from the school for private lessons. Chuck also continues to maintain a regular schedule of live performances with various groups in the Atlantic City, Philadelphia, New York and surrounding areas.
Thanks again for supporting MONSTER TRACKS, and we hope everyone has a terrific summer!
