Finding the Right Music Bed for a Radio Spot

We wrapped up production on a radio spot that argues the benefits of pouring concrete for our area’s roadways (hear it here). It broke yesterday (2/7/12) and is airing across several well-listened regional radio stations.
When we presented the concept to the Sierra Nevada Concrete Assoc. board, we ran into a familiar conundrum: How to best convey the spirit of the music you want to underscore the spot, without having the actual music. It’s never a simple task, but I was fortunate in that two pieces caught my ear awhile ago. Both grandly fit the tone of the commercial. Shooby Shooby Do Yah, by Mocean Worker, and Yuri’s Oi Va Voi captured the right turn-of-the-century, men at work, skyscrapers being built and concrete being poured feel, but with a modern 21st Century musicality.
The board liked the direction and green-lighted production, which meant trying to nail that same musical vibe heard in the presentation examples, but from a library of stock music. (An original musical score was beyond the budget.)
After sifting through a ton of tracks, Bouncing Ben had the right emotion. As you can hear, it’s a bit different from the conceptual samples. But in a good way. Standard for any advertising creative endeavor is the understanding that the end product is wonderful amalgamation of engineering and surprise. Ultimately, you want the finished piece to live up to the idea that was originally presented to the client. But you also want it to assume its own natural personality.
This music carries that positive feel of progress, with a couple of added elements that perfectly punctuate the spot – the singer’s “boh-boh-boh…” at the :18 mark for example.
Give it a listen and shoot back your thoughts.

Greg Fine

As a principal, creative director and head of business development for Ding Communications, Greg is responsible for shaping and forming the advertising and marketing for an array of clients. Those businesses include prominent financial institutions and money advisors; large and small medical practices and care facilities; regional tourism and hospitality bureaus; commercial and residential real estate and title firms; and a host of non-profits. A native Nevadan and graduate of the University of Nevada, Reno (BA Journalism), his focus has always been marketing centric. Leading up to the opening of Ding Communications, he freelanced for several prominent regional advertising agencies. Prior to that, he was a copywriter for the San Francisco Chronicle/SF Examiner marketing department; and served as publicist for both the Reno-Sparks Convention & Visitors Authority and Harrah's Lake Tahoe. Greg's two daughters have been responsible for his hair loss, but he accepts that. And his wife, Shelli, manages the firm's financial reins. In off-duty hours, Greg rides his mountain bike around the hundreds of miles of single track surrounding Reno and Lake Tahoe. Winter finds him wandering the same mountains, but on skis. He is a founding member and actively involved in the K-8 Wellness Initiative, an all-volunteer committee dedicated to helping Washoe County Schools foster and adopt daily physical education and nutritional practices for its students to prevent obesity. He serves in advisory role to Keep Truckee Meadows Beautiful, an organization dedicated to making the Truckee Meadows "America's Cleanest Community." And finally, he sits on the board for the Girl Scouts of the Sierra Nevada.
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