The Power of Music and Casting

Last week I was working on a quick video project with our pals at Mad Monkey — who as usual — just blew the ball through the stadium and out of the parking lot. This project wasn’t huge by any means but it reminded me of two things I adore about video and TV production.

First, music. The right music ratchets up the quality of any project. It doesn’t have to be scored or go through sound design although that’s always delightful to have in your budget. In fact, the music chosen for my project was stock, but it was ideal for the feelings it radiated: light and youth. The first time I heard it I liked it. The third time, I loved it. When I laughed to the editor that I couldn’t get it out of my head, he said that was actually a good very sign the music was right.

Even better was the handful of times this stock music fit our onscreen graphics like a glove. That synchronicity is gift you rarely achieve without the work of a highly talented sound designer. A highly impactful phrase of onscreen text that’s punctuated by music easily carries twice the power. In the edit suite and on consumers’ TVs and computer screens that togetherness is pure magic.

The second thing I love about TV work is great casting. One of the finest examples of ideal casting we’re currently enjoying is Allstate’s Mayhem — Liz Lemon’s pager wearing, scumbag of an ex-boyfriend, Dennis (Dean Winters). It’s casting so perfect I practically purr when a spot comes on.

You can have stellar casting in local spots, too. Those folks at Mad Monkey have an uncanny knack — dare I say talent — for finding THE talent that fits your concept even better than you imagined. Around the time of my edit, they’d just released a new campaign of lottery spots that have awesome casting. The office worker is my hero all the way down to his beige socks.

Working last week I was reminded that even a smaller-scope project can feel bigger when you sweat the details. When you work with smart, highly attuned professionals like Mad Monkey, they key in on even the smallest points.

Music and casting aren’t just steps in the production cycle. They should be wielded to their full effect. They are as important as the words and images that accompany them. They are light and shadows that can turn a good concept into something far better: a TV spot that’s actually worth remembering.

This entry was written by Julie Turner, posted on October 16, 2012 at 2:39 pm, filed under Advertising, Branding, Cross-Channel, Interactive, Musings, R-blog, Rants and tagged , , , , , , , , , . Bookmark the permalink. Follow any comments here with the RSS feed for this post. Both comments and trackbacks are currently closed.

3 Responses to “The Power of Music and Casting”

  1. Max Pancakes
    Posted on October 18, 2012 | Permalink

    Julie, I always thought you a beauty, but you’re obviously brilliant as well. The only thing that would have made both MM projects better is if I were in them. I have brown socks too, you know.
    Miss you,
    Maxie P

  2. Posted on October 22, 2012 | Permalink

    Thanks so much for this. Everything worked out so well. Hope to catch up soon.

    - M

  3. Posted on October 22, 2012 | Permalink

    Dear Julie,
    I’m the actor in beige socks. Mad Monkey rocks! Bless you.