Creating a unique cover of the hit song, “All Right Now,” <a href="http://www.primalscreammusic.com.“>PrimalScream Music has orchestrated a rare jam session that brings together the talents of Lucinda Williams’ band Buick 6, alt/indie sensation Minibar, and blues/rock icon Michael Des Barres. The recording is part of a new campaign for 21st Century Insurance via MRM Worldwide/Princeton, airing now.
Originally recorded in 1970 by the British band Free, the new version is an anthem that’s infectious and delivers the kind of cred earned not just in the studio but on the road.
The track was crafted by <a href="http://www.primalscreammusic.com.“>PrimalScream Music Creative Director and Executive Music Producer Nicole Dionne, who was enlisted by MRM to remake “All Right Now” with “a new flair that sounded as high end and fabulous as the original, but with its own unique approach.” Dionne invited her client to LA’s Wiltern Theatre to see Buick 6 perform.
The opening act and backing band for Lucinda Williams, Buick 6 is an ensemble that delivers its own brand of Americana rock and is a popular attraction on tour. “The client got to hear their original music and experience the full range of their sound and abilities,” Dionne said. “They flipped.” Dionne added that she likes to hear bands perform live to get a sense of what she can do with them in the studio.
For lead vocals on “Alright Now,” Dionne’s mind immediately went to Michael Des Barres. The lead singer of Silverhead in the 70s and a member of Power Station, “Michael added that timeless element of classic rock and blues,” said Dionne.
To complement the sound of Des Barres in front of Buick 6, Dionne thought it would be interesting to bring in backing vocals. She turned to Minibar, a favorite of KCRW and longtime “Morning Becomes Eclectic” host Nic Harcourt. In contrast to the other performers on the new “All Right Now,” Minibar offers an alternative, indie sound. “They’ve been singing together so long and have developed wonderful ways of harmonizing,” Dionne explained.
“To create something that could compete with the original, it made sense for us to work with bands and artists like these,” Dionne concluded. “The collaboration resulted in a first-generation version of a very famous song.”
Project Credits:
Campaign Title: “Talking Policies”
Air Date: January 4, 2009
Client: 21st Century Insurance
EVP and Chief Marketing Officer: Janet Hawkins
VP, Brand and Advertising: Mike Boyd
Creative Dev. Director: Robert Robin
Executive Producer: Bobby B. Grubic
Agency: MRM Worldwide – Princeton
Producer: Bernie Wesson
Creative Director: Jorge Abascal
Copywriter: Tom Rapsas
Art director: Gabe Wilson
Production Company: H.S.I., Culver City, CA
Director: Simon Cole
Editorial: Union Editorial
Editor: Nick Lofting
Music: <a href="http://www.primalscreammusic.com.“>PrimalScream Music
Executive Producer: Nicole Dionne
Pictured in photo (l to r):
Sid Jordan, Minibar
Janet Hawkins, Executive Vice President and Chief Marketing Officer, 21st Century Insurance
Michael Des Barres
Malcolm Cross, Minibar
Robin Robert, 21st Century Insurance
Bernard Wesson (back), Producer
Simon Petty, Minibar
Bobby Grubic, 21st Century Insurance
“All Right Now” represents PrimalScream’s second recent collaboration with Buick 6, coming on the heels of a complete rebrand of network TNT (home to debuting series “Trust Me,” which centers around the ad biz). For that project, Dionne flew to New York City to meet up with the band during a cross-country tour. “We would write and rehearse the TNT songs in the green room at the venue,” Dionne recalled, “and then record the band on stage between sound check and their gig. So, it was a rare opportunity to get a live sound and there was an amazing energy on those recordings.” The TNT campaign also reunited PrimalScream with Troika Design Group, with whom they worked on the hugely successful Starz! rebrand.
About <a href="http://www.primalscreammusic.com.“>PrimalScream Music
Our purpose for each campaign is to produce authentic and sensational music branding. This requires creating an authentic message for the consumer. To accomplish this, we collaborate with a uniquely talented and esteemed group of record producers, bands, musicians, singers, film composers, programmers, as well as countless others – specifically chosen to meet the goals of each campaign. The result is an unparalleled product that improves the brand image, communicates directly with viewers, and exceeds our clients’ musical aspirations. For further information visit www.primalscreammusic.com.
