Rachel Rauch
Music Producer
Publicis New York

1) About a month into my time at Publicis New York, I began working on a dream project. A campaign where music is an essential part of the final product and a main character of the spot.  By character, I mean the track is not only intended to lyrically carry the theme(s) of the spot, but the music needs to have the right vibe and evoke the right emotion.  Each spot has a different track, and its own personality.  A favorite part of my job is finding the needle in the haystack — that perfect song, combined with the intent of the creative.  This specific project has evolved in an amazing way, and it’s been extremely gratifying to see the results as we get closer to launch.  The challenging part was, and continues to be, getting there.  As I said, the campaign is still in the works, but as the songs get chosen, and once the songs are chosen, it’s humbling to see the power of music in this medium.  

2) I started working at Publicis New York towards the end of 2016.  In, and of itself, working here has brought me a nice sense of pride.  Being able to work on projects for a diverse group of brands – specifically this roster that has a strong appreciation and need for music – makes my job immensely satisfying.  In terms of specifics, I have been admiring the work tech companies use, and the partnerships they form – not simply licensing, but larger integrations, whether it be brand partnerships, technology that can allow viewers to Shazam tracks, or doing interesting remixes or versions of older songs to introduce to a new generation of fans.

3) My role has evolved personally, as my career has grown.  Taking on new jobs, working with new people and clients – all of it comes with growing responsibilities compounded with an industry that is ever changing.  A big and not so fun shift is budget; doing more with less and finding the right partners to take that on as well. Though with changes come more opportunities, such as VR/AR, partnerships, pop up shops, etc. There are a multitude of expanding opportunities for music and sound to take on a larger and more visceral role for the consumer, which makes it less about marketing/advertising and more about memorable experiences.

4) Experiential, immersive activations might not be a new trend, but they are certainly becoming more prominent this year.  For example, one of our clients created an activation where participants can gain front row access at a concert, whether you were in the back of the venue, or watching somewhere remote.  As someone who sees a lot of live music, and is not vertically gifted, this is game changing.  When a brand creates a unique expression to enhance and personalize an experience, it is very powerful. The brand creates a strong brand association and lastly endurance, both in terms of loyalty and innovation.

5) I welcome it.  VR/AR creates a space where consumers, again, come away with a memory and a long-lasting connection to the brand. Whether it be diegetic music, and/or sound design, or more of a soundtrack for what’s going on around you – all these additions and innovations can only make users more engaged and entertained.

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