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Purists take note: mainstream media is picking up on the significance and benefits for both brands and bands of breaking new groups in commercial campaigns, Hertz’s Journey On from DDB New York being among the most recent to show the cross over. Of course, trade magazines have written about this for awhile but it’s interesting that broader media is now following the story. In a recent interview with Time Out Chicago senior producer Gabe McDonough talked about the impact Santigold’s association with Bud Light Lime had on the singer’s career and also gave some tips on techniques for picking music for ads such as listening for a guitar line that recedes so as to allow for a voiceover. And when put on the spot and asked to soundtrack some brands off the top of his head, Gabe didn’t disappoint.
Read more: TimeOut article online
Mia Sissac
Senior Marketing Communications Associate
DDB and Tribal DDB US
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