In an effort to more efficiently select music for its broadcast projects, Leo Burnett Co., Chicago, has hired veteran commercial composer/producer Ira Antelis to head up a new division, Music Aid. In the wake of his move, Antelis has shuttered his longstanding Chicago-based spot music shop, Antelis Music.
Perhaps best known for composing Gatorade’s "Be Like Mike" for FCB Chicago, Antelis will work on television, radio and online advertising campaigns with Burnett’s creatives and producers, and will assist in the creative process. As director of Music Aid, he will offer advice about choosing music houses and artists, evaluating bid estimates, and developing demos and original scores. He will report to director of television production Jonathan Davis.
The Music Aid initiative was driven by Leo Burnett USA chairman/chief creative officer Cheryl Berman, who has worked extensively with Antelis over the years on both commercial and non-commercial projects.
Berman explained that the goal behind adding Antelis was to help eliminate any unnecessary time and money spent on finding or producing music. "We decided this is a good resource for our agency, for people to learn how to do music more efficiently, more economically and better. He’s there if you need help with your tracks, or you’re looking for something and can’t find it, or you need a style of music or would love to work with a certain talent."
"[The idea is] to get people in touch with great talent and great music houses," continued Berman, "to shoot off a quick demo if we need it, to find a CD if we need it. … to just have everything at our fingertips with somebody who’s an expert in the business."
Among notable musical collaborations between Berman and Antelis are "What You Want Is What You Get" for McDonald’s, "This Is Your Hallmark Gold Crown Store" for Hallmark, and "It’s Time To Remember the Magic" for Disney. That last song, used to commemorate Disney’s 25th anniversary, subsequently was included on Disney’s Greatest Hits album and was recorded by Gloria Estefan.
This year’s Super Bowl halftime show, "Celebrate the Future Hand in Hand," featured the Antelis-composed song of the same title for Disney, with concept and lyrics created by Berman. The song has been featured in Disney theme parks and in all of Disney’s millennium advertising.
"I’ve devoted a lot of the last 15 years to the jingle business," said Antelis, "but I’ve done other things besides jingles that have given me a wealth of knowledge. Cheryl and I had done a lot of things for Disney, as well as other projects, and the truth is I really enjoyed it. A lot of times, she’d call me when she needed advice or help for certain situations. The idea [for Music Aid] actually started because it was so hard to get her over to my studio; I told her, ‘I’m going to have to move my studio to your building.’ It led to the notion of ‘Would you want to come over here to help other people?’ "
Given the sheer size of the agency, noted Antelis, it makes sense to have one centralized resource for music. "They do so much music here, and I think a lot of people really aren’t aware of what’s out there, and the possibilities."
Estimating that he’ll spend 20-25 percent of his time writing music, Antelis said that he is knowledgeable about other music houses and will steer Burnetters toward the appropriate suppliers when applicable. "I’ve studied the reels and I have my own thoughts on who does what really well," he pointed out. "And I’ll call the music company and get actively involved in the process because I can speak musical language better than most." Moreover, Antelis continued, his connections in the recording industry should serve the agency well, and make it easier to procure artists for commercial projects.
Antelis started out in Chicago as composer, first at now defunct spot music house TMK Elias, and then at the former Klaff/Weinstein. He proceeded to team up with composer/arranger Steve Shafer (now partnered in SPANK! Music and Sound Design) in the former Shafer/ Antelis Music for five years before opening his own Antelis Music in 1992. In ’98, the shop’s name was briefly changed to Bigwig Music, but subsequently reverted back to its original moniker.
In addition to commercials, Antelis has written and produced music for recordings, dance and theatrical performances. His song "No One" was recorded by Marc Anthony, and was included on Anthony’s self-titled platinum-selling ’99 release. Other songwriting and record-producing credits include the song "Love’s Not Love" on the soundtrack for Big Momma’s House, the title cut of Patti LaBelle’s CD Flame, and the official Chicago Bulls theme song "Only the Bulls," on which he collaborated with Berman. Antelis has produced a number of blues records for the House of Blues label, including "Blues Brothers & Friends—Live From Chicago’s House of Blues."
Antelis has also written two theatrical musicals. His first, Just One World, was an ecologically themed piece that ran in Europe in ’97. His latest work, In Sarajevo, has had workshop productions in Chicago and New York; Antelis said it may soon be workshopped in London.
At Music Aid, Antelis will be calling on freelance collaborators to help him produce, program and perform. Already, in the couple of weeks he’s been on staff, Antelis has been involved with projects for Marlboro, Secret, Tampax, Hallmark, Oldsmobile and Toys ‘R Us.
