I've been working in media / music / entertainment for over 25 years in NZ and Australia and have seen the good, the bad and ugly of the industry. But what has been very clear recently is how slow the larger companies are to adapt and learn and change. I've always been a bit of a tech head, finding new apps, products, plug ins etc that make my job easier and in turn, results in faster service to my clients. I was insanely resistant to A.I - until I had a play with it.
I've always said that a brief is only as good as the info you put into it. A.I is no different. If you enter shit - shit will come out. Its normal for all of us that we can't think of the next best idea at any given time of the day. I found that A.I has helped tip a few "ok" ideas over the edge into great ones. This has become a massive eye opener to me...not only in copywriting, but for music production.
Now, here's my problem. I'm an ex professional musician, my friends, family etc are mostly made up of musicians and I've always had this dream of having my own studio one day ( or at least a space to park my drums ) I found a couple of apps that have changed how I do business and can safely say that the old way of writing music is going to change. Do I feel bad about writing music with A.I assistance?, absolutely not! It has helped turn a process that was time consuming and sometimes draining, into a factory of ideas and creativity and something that I'm finding really enjoyable.
As much as I hate to say it, most of us live our lives glued to our devices. Clients are switching from print and radio to video and reels and doing it much cheaper - and faster than ever before.
So, why use generic backing music or a cheesy jingle (that has the same singer as 20 other ones in the area) when we can actually say what we're selling in the song and not limit it to 30 seconds only to be played on radio?
Why not make custom music for everything? Well...thats exactly what we're doing.
I recently wrote a couple of tunes for some new clients and played them next to one that was from a big media company. Our production was superior, the vocal was crystal clear and the message was on point. It also took significantly less time, cost less and sonically blew the pants off the other one.
Now don't get me wrong, I absolutely love radio as a channel - it has it's place. But...if you want something fresh, produced at speed, for a heck of a lot less, give us a call and we'll happily send some demos across and it won't sound like all the other ones you're hearing.
A great tune should make you bop your head, tap the steering wheel and ( hopefully ) sing along. Thats the goal for any business is to be memorable...and the right trigger will help with that.
So, I started Triggerhappy. Give me a yell and let's do some cool shit.
D
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