TAXI.com

I submitted this instrumental https://soundcloud.com/waddyp/tektootoo for a listing. Here is the listing description: TOP NY AD AGENCY needs ENERGETIC, MODERN INSTRUMENTALS for a technology-driven, global corporation’s new TV Commercial. They want Instrumentals that are modern, cool, sophisticated, and “alive.” Quoting our source: “We want high-tech with a sense of humanity. We’re NOT interested in anything that would be construed as ‘sweet,’ but this also CANNOT sound too “corporate.” We need a musically compelling track with the qualities of a song, rather than music that sounds like underscore.” Keep your tracks simple, but sophisticated. Modern sounding, ambient, and electronic elements mixed with light organic or acoustic instruments and sounds should work best. They need music that’s smart and driving, but again, NOT too corporate. Mid-Tempo will work best. Your piece should have an interesting, bit not overly complex melodic progression and build subtly throughout. You don’t need an epic, anthemic crescendo for this spot, but make sure that there’s a bit of intensity to help move your track forward. All Instrumentals need to be at least 60 seconds long. Although they want Instrumentals, it’s okay if your track has light, non-lyrical vocal sections, like a choir with oohs, ahhs, etc. Make sure that your instrumentation isn’t too complex and leaves the space that’s needed for voiceover or dialogue. They’re NOT looking for traditional elements, like a Rock drum kit, and your sound should NOT be too ‘big” overall. On the other hand, stay away from anything that’s too light, cute, or fun sounding. Avoid bells, whistles, handclaps, and all of the typical fun, carefree, commercial sounds that would play better for a less tech-driven spot.

I got a return with the following critique: Instrumentation not on target for listing. Does not have a contemporary feel and the structure is not aligned with the request of what we are seeking. These songs need to have a "real and alive" feeling with contemporary / sophisticated electronic influence.

I thought I had satisfied the sound. I guess I am really off on this. Can somebody give me some guidance here and pointers. Thanks.

Hi WaddyP,
In my opinion the screener is correct, I don't hear anything contemporary on your instrumentation. But I think that's just one issue. To me this track falls outside of what the listing was looking for because, when I read it, I thought the emphasis was on the "sophisticated organic feel" and not on the contemporary electronic side: "Modern sounding, ambient, and electronic elements mixed with light organic or acoustic instruments." Your track seems to be completely on the electronic side, I don't hear anything organic in it. I also think the vibe is too playful for it to be considered "sophisticated" (not that those two could never go together but in this case I think the playfulness takes the piece in a direction not suitable for what they are asking). The electronic sound seemed, in my opinion, closer to early 90s sound than contemporary. I kept thinking Technotronic in my head, maybe it was just the siney bass sound that threw me for a loop on that. I am trying to think of an artist to reference and the only one that comes to mind at the moment is Florence and The Machine. I may be completely off on that but, when I read the listing (I was going to submit to this one but didn't finish my piece), I think that's kind of what they were looking for on this pitch, they use a lot of piano/acoustic guitar based sound mixed with electronic elements is some of their tracks.
Of course, that is just my personal opinion but I do hope it helps in understanding why your piece was not forwarded.

Cheers,

Antonio

Antonio answered as best as your question could be answered.
I can tell you had fun composing it though.
Nice piece!

Thanks for your input folks. I used patches mostly from my Omisphere and then the guitar was from my Yamaha Motif. I sometimes have trouble figuring out what patches are contemporary. Probably just what my ear likes, although I do listen to modern pop to hear what they are using. It is sometimes really hard to figure out how to make the target on a listing. Thanks for your comments, it helps.