TAXI.com

I just got a painful return on yesterday's quick-turn ad agency listing. The screener said tons of positive things, but noted that my track didn't leave enough space for SFX, as specifically requested in the listing.

Here's the listing:

Major New York Ad Agency U-R-G-E-N-T-L-Y needs a (quoting the agency here): "Hip, driving, and rhythmic INSTRUMENTAL TRACK, grounded in ROCK. DO NOT give us anything too clubby, too electronic or over produced! The footage for this TV spot is very raw and the music needs to be in line with that. Give us something that's got sort of a machine-like, industrial feel to it, and has a SLIGHT bit of darkness. Don't get carried away with the darkness though!" TAXI Tip: We know the agency likes ASPECTS of this track:http://www.youtube.com/watch?v=CqFAMyngGlwWe'd STRONGLY advise matching the TEMPO, GROOVE, and the ACCENTS. We'd also advise you to NOT give them as many sectional contrasts as you'll hear in the reference track. Check out the section from 2:45 forward, for about 30 seconds, and create your own ORIGINAL TRACK that has that TEMPO and GROOVE combined with your own ORIGINAL MELODY. Give them a signature motif (hooky- but not overpowering) and that machine-like, industrial GROOVE we mentioned before, but don't make it overly busy. Concentrate your efforts on the GROOVE!!! The TV spot features some sound effects that are somewhat machine-like, and your track needs to leave enough room for those SFX to be featured in the final mix while lining up nicely with your track's GROOVE. As always, DO NOT rip off the reference track in any way, shape or form. Use it ONLY as a guide for TEMPO, TONE and GROOVE. ESTIMATED FEE is $60,000 for this spot. This is DIRECT-to-the-Agency, so you'll KEEP 100% of this deal with NO Publisher Splits! Broadcast Quality is needed (excellent home recordings are fine). You must own or control 100% of the Master and Composition rights. TRACKS that are at least 2 minutes in length and have faded endings are preferred. DO NOT title your track like you would for a music library. Give it a cool, re-mixer-like title. If you ARE chosen, the Ad Agency or the Music Supervisor will contact you DIRECTLY. Please submit one to three TRACKS online or per CD. Please include lyrics. All submissions will be screened on a YES/NO BASIS. NO FULL CRITIQUES FROM TAXI due to the extremely short timeline. Submissions must be received no later than TODAY, NOVEMBER 28th at 4pm, (PDT). TAXI Listing #Y111128IN

The track is "Motor Up" on my taxi page (link in signature).

And here's the critique:

The listing seeks tracks that are sparser to allow for existent special effects to be featured, though this track is fun and could work really well for another listing - I find it very appealing and hope you find the right placement for it! There are a lot of elements that are on the nose here, it's just that the listing is really specific about leaving room for the SFX.

This one really smarts. I feel like the track does have lots of space for about the first 40 seconds, and then another break after 1 minute, and then fills out from there. I thought I had provided enough variations on "groove plus X" where X is some combination of the other parts.

But I can say that for the listing from two weeks ago, the one that Michael featured in last week's Webcast, I must have read the listing 20 times while working on the piece, and changed direction a few times accordingly, and got forwarded.

But the big lesson here is for all the newbies: Never, ever assume that the screener will hear your track and go, "Oh, it's perfect other than that one instrument, so I'll forward it, because it's easy to mute the instrument and rebounce it." Or, "it's perfect other than that vocal, when they wanted an instrumental." I know that much; I just wasn't careful enough about the listing parameters. So I will have a stomach ache for the next few days knowing that I came so close. But that's this business.

Oh CK...

I HEAR YOU!

That really IS the business...

Adonis

Your absolutely right. you have to critically analyze the reference music and reread the post.
I failed to read the part about keeping it organic and I left the tracks heavily processed a la Black Keys.
I was rushed ( like everyone else ) but it would have been easy to clean up my mix with DAW.
My comment was along the lines of ; We like it but, they would not be able to add SFX to the tracks as is.
I submitted Evolution 1 & 2 ( instrumentals )
Live and learn.

That's a bummer, but it's great that you know why and how to fix it!

Thanks for sharing. I struggle with this all the time! I'm still learning how to read the listings well enough to increase my chances.

You'll nail another one soon I'm sure!

HMM.. good points.

cool track though! really enjoyed it.

Thanks, guys. Much appreciated. I still have a stomach ache. Fortunately I'm going to a Scotch tasting in about 2 hours. That should take the edge off.

andygabrys wrote:HMM.. good points.

cool track though! really enjoyed it.

Thanks, buddy. When are we going to bump into each other next? My teaching semester ends next week -- of course that'll just mean that other things rush into the void (more composing and home repairs, likely!), like noxious gases, expanding to fill the available space...

lol mmmmm scotch . . .

Right? I'm there now... Five varieties of Glenlivet never hurt anybody.

I hear you on this one CK. Sorry to hear this track didn't get through. It's so easy, once the creative juices start flowing, to go your own way and loose sight of what is actually asked for in the listing.

I hope that you'll get another chance to submit this excellent track.

Best,

Vince