At 9:41 PM -0700 3/19/01, Jason Jasberto Batog wrote:
>Too bad the music we like is getting formatted to a non-specific background
>type music that people were made to think it was jingle music made for the
>commercial. :)
>
>jjb
I don't think it's that non-specific. On a lot of those old italian
soundtracks they'd list the "mood" along w/the track title & time;
here's a few from the _Stroboscopica_ comp:
hypnosis, anxiety
young, free, activ world (sic)
fashion, erotism
tension, chase
sexy, misterious atmosphere
juvenile atmosphere
a lot of trip-hop/downbeat is just tailor-made to recreating a
certain mood or set of psychological responses/emotional associations.
To share some, ahem, insider info-- the one summer between freshman &
sophomore year of college when my dad pressured me to apprentice at
an ad agency, I was called upon to provide some music for an ad--
just because one of the managers noticed I listened to lots of
different music. She asked me to make a tape of music that captured
"the feel of the open road" (this was for BMW! Haw!) So, naturally
I gave her some Kraftwerk, & a buncha other stuff I forget; but she
wound up going for the Kraftwerk-cop "Your Silent Face" by New Order
(the instrumental portion). Kind of hilarious, but it worked great
in the commercial. And since it was only airing on South Texas
radio, I didn't feel too bad about "sullying" the band.
I somehow doubt the artist got compensated on that one, though--
Point being, at the ritzier big-city agencies, they probably think a
lot about what emotional triggers they can co-opt, & instrumental
music that's got a "hip", "urban" edge is perfect-- none of the
"controversy" of hip-hop (a let none that can't be edited out, a la
Mos Def), most of the street cred, plus a handy emotional punch.
--Jason Witherspoon ICQ #62837760
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