Artist/performer/musician Amrita Sen has launched Amrita Sen Music to compose for commercials, feature films, television and live special events. In music, Sen is probably best known for her performance at the 2009 Academy Awards with music legend AR Rahman, singing “Jai Ho” from the Oscar-winning movie, Slumdog Millionaire.
Long a musical performer, Sen recently collaborated with Justin Timberlake, Weezer and Timbaland. She also worked on a song that was co-produced by David Guetta and Timbaland which features Pitbull. She is now producing and composing for a Broadway show with Timbaland on board as music director. While working, Sen had been thinking it was time to start her own music company. “I find composing an immediate way to connect music to visuals and work in the metaphorical,” said Sen. “Most music to picture is very specific, as if it is underscoring a specific music scene or dialogue. In commercials, the music doesn¹t have to be so literal. It can represent the emotion of the brand and not get too heavy handed.”
Another catalyst for Amrita Sen Music was commercial rep Mary Saxon, who helped Sen create her commercial reel. “I was amazed at how quickly she adapted to the dynamics of the :30 format,” said Saxon. “Not only is Amrita a natural at composing memorable branding themes for advertising , she also has an innate understanding of sound design and how best to integrate to enhance her compositions. I’m thrilled to be offering this extraordinary musical talent to ad agencies.”
Harmonium
When composing music, Sen likes to first work out the basics on a harmonium, a type of free reed pump organ. As a young girl, Sen took voice and music lessons while being taught classical Indian music and Western opera. This would be supplemented by rigorous training in classical piano, playing the harmonium, and trips to India to learn music. While in India, she was schooled in the Indian classics from the late Gaan Prakash Ghosh, a celebrated singer, and from her own aunt, the late Geetika Sen. The result is a composer and performer with a unique sensibility. Always a good student, Sen received degrees from The Wharton School of Business and an MBA from Harvard. Stated Sen, “My music has Indian influences but it also has a lot of influences from western classical–because I trained in piano and western opera. People look to me for Indian music but I think they are learning quickly that I am very versatile. I write both Indian music and English pop songs.”
In addition to music, Sen is a well-known entrepreneur, having recently launched the successful Amrita Sen line of products including designs from her brands “BollyDoll” and “Cosmic and Eternal Love.” Sen debuted her BollyDoll illustrations at Art Basel in Miami. Sen then created “BollyDoll”, a live event combining immersive visual worlds with vocal performances spanning East Indian, African and R&B influences. This colorful realm filled with music and art launched an entire fashion and lifestyle brand. Sen collaborated with MAC cosmetics to release a limited-edition illustrated brush kit and coordinating makeup bag. Her “BollyDoll” illustrations are also the inspiration for her pajama line sold at Dillard’s, Nordstrom, and Lord & Taylor. The “BollyDoll” jewelry line is featured on The Shopping Channel. Sen recently wrote and illustrated “Cosmic and Eternal Love: An Everlasting Love Story” (Galison; September 2016), a coloring book for adults, accompanied by an original soundtrack Sen wrote and produced.. The book, album and stationery line are being sold at Barnes & Noble and Dillard’s.
Google Opens Its Defense In Antitrust Case Alleging Monopoly Over Online Ad Technology
Google opened its defense against allegations that it holds an illegal monopoly on online advertising technology Friday with witness testimony saying the industry is vastly more complex and competitive than portrayed by the federal government.
"The industry has been exceptionally fluid over the last 18 years," said Scott Sheffer, a vice president for global partnerships at Google, the company's first witness at its antitrust trial in federal court in Alexandria.
The Justice Department and a coalition of states contend that Google built and maintained an illegal monopoly over the technology that facilitates the buying and selling of online ads seen by consumers.
Google counters that the government's case improperly focuses on a narrow type of online ads — essentially the rectangular ones that appear on the top and on the right-hand side of a webpage. In its opening statement, Google's lawyers said the Supreme Court has warned judges against taking action when dealing with rapidly emerging technology like what Sheffer described because of the risk of error or unintended consequences.
Google says defining the market so narrowly ignores the competition it faces from social media companies, Amazon, streaming TV providers and others who offer advertisers the means to reach online consumers.
Justice Department lawyers called witnesses to testify for two weeks before resting their case Friday afternoon, detailing the ways that automated ad exchanges conduct auctions in a matter of milliseconds to determine which ads are placed in front of which consumers and how much they cost.
The department contends the auctions are finessed in subtle ways that benefit Google to the exclusion of would-be competitors and in ways that prevent... Read More