Via Ogilvy NY, original music / sound design house NY Noise produced tracks for three new spots: “Mobile,” “Social” and “Analytics” for IBM’s Smarter Planet campaign.
NY Noise CD Rick DePofi tapped multi GRAMMY winning producer John Leventhal and GOVT MULE‘s Danny Louis to co-write original music for three new IBM spots which debuted on U.S. television last week. Spots point to the potential power of a world awash in data, IBM’s abilities to harness that power and highlights how the individual “IBMer” contributes to the solution.
Ogilvy’s Exec Music Producer, Karl Westman, enlisted the NY Noise crew for treatments based on their work with rootsy recording artists as well as being familiar with the NYN all star house band, the legendary MOJO MANCINI, members of which performed on all three spots. Westman observed, “The first thing that came to mind when I got the assignment was NY Noise. It was going to be all about feel and groove. It had to be a live session and that’s what NY Noise does best.”
“Mobile“ NYN CD Rick DePofi’s arrangement is built around a stripped down, yet celebratory track of kick drum, handclaps, vocal chant and hooky guitar lick, culminating with the full band kicking in for the finale.
“Social“ Co-written by DePofi and long time NYN contributor, GOVT MULE‘s Danny Louis, this track is a classic, uptempo, acoustic piano led New Orleans “second line” vibe… that just feels good.
“Analytics“ Co-written by DePofi and long time NYN contributor John Leventhal, this track begins with an almost mysterious set of hits combining kick drum, bass and claps, then kicks into a very snaky, swampy groove.
“For us,” says DePofi, “it’s refreshing that a high tech icon like IBM would embrace such an organic approach musically to highlight its message.”
About NY Noise
Servicing both the commercial and entertainment communities, NYN is an award winning music house with studios located in the heart of NYC’s Flatiron District. Recording artists credits include: Paul McCartney, Elvis Costello, Shawn Colvin, Regina Spektor, Michelle Branch, Kris Kristofferson, James McCartney, Billy Cobham, The Wreckers, Joan Osborne, Marc Cohn, Charlie Haden. Commercial campaign credits include: Brand USA / Land of Dreams, IBM, Diet Dr. Pepper, KFC, Computer Associates, Duracell, Sears Fashions, Kotex, Barbie Generation Girls, Reeses Puffs, Danonino, Subway, Detrol, Folgers. For additional information check out NY Noise on Facebook, YouTube, nynoise.com.
