1) I think every job is nearly always a creative challenge. It may be because you have been given a temp track and have to deliver a track that says the same thing but doesn’t lead you to law courts. It maybe because you have to try and convince the agency that there are other ways of looking at things, or sometimes it's just that no one has really briefed you properly. Lessons to be learned are to stick to your guns, only deliver what you believe to be good and just hope that everyone else feels the same.
2) I am especially proud of the music we have done for the Marines Anthem which was produced though Fixer for JWT Atlanta. I think the piece we produced was emotional without being cheesy in anyway. I am also very proud of the music we have done for JWT NY for a PSA against Tampon Tax in the US. It complements the film featuring Amber Rose and is the brainchild of Sarah Barclay. Hopefully it will be on a screen near you very soon.
3) The music business has changed over the years and I pride myself that so far we have been able to adjust with it.
4) I think the scariest of all trends is the use of cheap stock music. It's not that it just affects the financial aspect of our business but it shows a lack of respect to our craft. It takes talent to score music well for a commercial and this talent should not be thrown aside for what sounds like c–p because it was cheap. Maybe that’s part of the reason why the general public are not reacting to spots in the same way as they used to, be it online or on the networks.
5) Music is music and good music should be able to fit any medium.
