Yes, a jingle place, that's it.

I was having a pre-softball game conversation with one of my teammates last night who was trying to make sense of what I do for a living, and after a few minutes and different ways of describing it, he said "Ohhh, a jingle place".

My only real answer to that was "Yes, no, well, maybe, OK, sure."

Can you really CALL what we do a jingle anymore? I suppose on certain occasions you can, if we were writing a local cable song for Big Jim's Furniture or Wallace Toyota. Obviously it's true if we're re-recording, updating, remixing a classic jingle such as the Mr Clean melody, or Klondike Bar song (both of which I have actually had the pleasure of doing).

But beyond that, how much can we truly use that term anymore?

According to dictionary.com, the definition of jingle in this context is a piece of verse or a short song having such a catchy succession of sounds, usually of a light or humorous character: an advertising jingle.

Very interesting choice of words in that, in that in most popular songwriting, I think the musician/composer is looking to make a "catchy succession of sounds". Absolutely there are exceptions, but in the mainstream, that can easily identify top 40 music for the last 50 years.

Even contemporary melodies that define a brand such as McDonalds, Intel, Citizens Bank (for you Northeasterners) are not really called jingles anymore, at least not by ad people. They are mnemonics, stings, signatures, etc. So although we often get called on to create something that will sonically brand a client, never have I heard the term jingle in 4+ years of working on the music side of advertising.

What I DO hear, and what I really think defines modern thinking in advertising music, is "make it sound like a single, that just fits perfectly to our picture!"

It's a really interesting proposition, and also a challenging one. Thus why music companies can no longer provide a sketch, or a rough idea. Due to the basic nature that clients want to hear something that can be presented in the same breath as a mastered single, the track needs to have a first impression that it IS one. Even though it's not been written by a band/artist (or songwriter, see previous blog post), it's been written, performed, mixed and mastered by a freelance (or staff in some cases) composer in combination with the music house.

Really it's a fascinating proposition. Create a single-quality song or sound, however, make it :30 seconds, and in 48 hours (this is average, to be fair it's typically longer by a day or two).

However, this is also to me what makes it so enjoyable. Combining the talents of composers with artists, songwriters, producers, session players. It's a little microcosm of the entire process of creating an ad, on any medium, that happens all within simply making one track for presentation.

I can only wish that in the future as this trend continues that clients will become more a part of this process, and see for themselves not just the challenges, but the joys that can be found in all of that. After all, if you're taking the time and money to make something that is synonymous with a single, don't you want to see it happen? Be part of the creation? Have a moment with a fantastic bass player? Guitar player? Cellist?

Time will tell! But to add to all the confusion that I'm already throwing at you via this blog, you need to then factor in the dreaded combination of musical tastes, musical naivety and just lack of interest that can also come to play. This will be discussed...next time.

Yesterday and Today

Most people who know my musical sensibilities know that much of it lies in a period either before I was born, or before I was old enough to really get what I was listening to.

Now that I'm fully immersed back into the music world with BB3, I wonder if anyone else does the insane see-saw of decade / genre listening that I do.

Because of what I'm drawn to, I find myself often listening to 70's rock, prog-rock or 80's pop. Mixed with a decent does of soundtrack and jazz.

But through license searches, references, and just general curiosity I have also been tuning more and more to XMU, or just generally yearning to hear something new.

Certainly there's a huge difference between getting assaulted by 70's guitar riffs and listening to the sub-pop production stamp. However it is enjoyable to hear the homages being played to the older music, and also just the really solid quality of the current bands coming out and hitting the public.

This week my favorite discovery is Metric. Generally based out of Toronto, they are lead by singer Emily Haines and guitarist James Shaw and really do an amazing job of blending pop/rock/electric beat. Definitely good summer night music. Their new album Fantasies came out last month, and I have been listening to it steadily.

No doubt later on I will sufficiently inundate myself with a piece of nostalgia, probably in the form of Judas Priest (have been smiling and listening to them since seeing them live last Tuesday), and thus the ping pong continues.

Music musings

Was talking to my intern yesterday, who also happens to be interning at a major label in NYC and it was fascinating and thought provoking to hear the general workings happening in publishing.

Of course just as fascinating is that three days per week she's in a massive corporate environment with assistants, assistants assistants, and more lines of communication than I can possibly imagine. Then one day per week we hang out in my comfortable, midsize room and talk about the latest on projects, the last good street musician we've run into, or just the general state of indie bands.

What got me thinking yesterday was the nature of songwriting and performing at a big label, versus the same for indie labels, or just up and coming bands. I can't imagine that many people even realize the many layers and methods which can happen here. But to put it in perspective, the labels get hundreds of songwriting submissions, they go through them, throw most away, and the BEST ones are presented to artists who can either choose to record them or not.

This is not a new idea or method, but it's amazing to think of the long road from a young songwriter in middle-America writing his/her hearts out, sending to all the labels and just HOPING that Big Artist A will go "Hmm, that could be decent".

It's hard for me to wrap my head on it, and I absolutely can't make a judgement on this method because of course I have hope for these young songwriters, and I understand that just like an up and coming novelist, hopeful screenwriter, or auditioning actor this is how careers can be started. I only point it out as something that is a fascinating phenomenon, and how there is and always will be the polar opposite which is the artist who writes their own songs. Bands to still get into a studio and just crank out ideas and fine-tune until it either ends up a memory, or a single.

Just one small example that I love because it's a personal story of a friend and composer, is the song "We Belong", made famous by Pat Benatar. This song was written by the writing partners of said composer and sent to the label. The label exec really didn't like it. The tape was to be put in the "Sorry" pile but was mistakenly sent to Pat. Pat loved it and told the label exec so. Label exec answered "I loved it too!!". Promptly verbally beat up on the person who sent it. Pat records it. It reaches number 5 on the US charts and earns her a Grammy.

I think the general public has a sense of the process, but really it's something to think about each time you hear a new song, and wonder where in fact the muse for that song originated.

Oh wait, I have a blog?

Yes, I realized today for about the 25th time that I haven't updated my blog in almost two months.

One could argue that opening a new company in this financially difficult time would be a great excuse. Coupled with the fact that I'm really the only staff employee. Or being a busy and enthusiastic family man. Or the 2 1/2 hour commute.

But realistically, it's just lazy and rather inexcusable. So I'm getting back into it.

In the three months since I opened I've realize that A) this is the best career move I've ever made and B) the music business pertaining to advertising is still a wild-west show after all these years.

Client continue to say things like "We'll just use the reference track" or "It's just not grabbing me, and I can't say why" or simply just not getting back in touch at all.

However despite all of this, this is a joy. I mean, I spend my day connecting with really interesting, generally like-minded people who are also trying to make some things happen and hopefully put a little positive creative thumbprint on something each day they show up at the office, stage, edit suite, audio room, etc. Not to mention that most of my day I'm inundated with music in some shape or the other, which is frankly how I've found myself living most of my life whether in this business or not. Tracks from composers, tracks from bands, artist's websites, iTunes searches, iPod playlists, it's all music and it all makes me extremely thankful for what I do for a living.

The point? I'm not sure, it's late and I just felt like if I didn't write something for myself, then why have a blog at all?

I'm looking forward to what project shows up tomorrow, and I'm sure that despite what craziness ensues, it will be an enjoyable ride.