Rootsy Original Tracks for a High Tech Giant
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.
Craig Bishop Executive Producer 212.620.9699 < href="mailto:crb@nynoise.com?subject=SPW Reader Inquiry">Contact Craig via email
“ฦvolution” Comes Full Circle At The Chelsea Film Festival
The Chelsea Film Festival, running from October 16th through October 20th, 2024, at Regal Cinemas here in Union Square, is set to host the East Coast premiere of ฦvolution, a thought-provoking experimental micro-short film that proves big ideas can come in small packages and in perfect circles.
In just 1 minute 16 seconds, this cinematic gem by Award-Winning Director Romina Schwedler, with original music by Argentine Composer Ignacio Montoya Carlotto, explores a cycle as old as time: life leads to progress, progress leads to destruction, and destruction, well, leads back to life. But is this vicious circle unbreakable? ฦvolutionย suggests the answer is yes, unless we decide to open our eyes.
Inspired by the overwhelming number of recent events that threaten human existence,ย ฦvolution, possibly the shortest film in this 12th edition of the festival, plays out entirely through the symbolism of circles, cleverly illustrating โin the blink of an eyeโ the repeating patterns of history, and confronting viewers with the uncomfortable truth that our so-called โprogressโ may, in fact, be guiding us to our own ruin.Premiering at the Regal 14 Union Square, New York City, on October 18, 2024, at 11 a.m., Romina Schwedler's micro-short, featuring Leah Young with cinematography by Alan J. Carmona, will be sure to spark conversations longer than the film itself! Forcing viewers to reconsider the true meaning of evolution, not just as a biological process, but as a reflection of our collective journey as humans.
With a string of festival appearances across the globe, including CineGlobe at CERN (Switzerland/France), Oscarยฎ... Read More