In an industry where the artistry of music meets the precision of strategy, individuals like Gabe McDonough, a Partner, Executive Producer, and Music Supervisor at Music and Strategy, serve as the vital conduits uniting brands with the profound influence of music. In a recent interview with Music You’re Missing’s Brendan Jeannetti, Gabe generously shared his insights into the mission and multifaceted functions of Music and Strategy, alongside his invaluable perspectives on the evolving dynamics of the music and advertising realm.
Music and Strategy: Bridging Brands and Music
At its core, Music and Strategy serves as a bridge between brands and music, offering a diverse range of services to meet the unique needs of each project. According to Gabe, the company's mission revolves around connecting brands with music, which can entail composing original music, finding existing tracks, matching artists with brands, and negotiating licensing deals. From major corporations with substantial budgets to emerging businesses with limited resources, Music and Strategy caters to a wide spectrum of clients.
Two Key Pillars: Original Composition and Music Supervision
Gabe outlined two primary pillars of Music and Strategy's operations: original music composition and music supervision. Original music involves creating music tailored to a brand's specific requirements, whether it's mood, genre, or vocal presence. This pillar allows brands to have a unique sonic identity that resonates with their audience.
On the other hand, music supervision encompasses various tasks, such as identifying suitable music, securing licensing rights from record labels and publishers, and negotiating the necessary deals. This multifaceted role ensures that brands not only find the right music but also navigate the complex legal aspects of music usage.
When asked about the breadth of music available for brands, Gabe emphasized that the world is their oyster. Music and Strategy's approach involves scouring the global music landscape to find the perfect fit for each project. Whether it's a well-known track that evokes nostalgia or an undiscovered gem that introduces listeners to something new, the company leaves no stone unturned in the quest for the ideal musical accompaniment.
The Value of Familiarity vs. Discovery
Gabe touched upon the pricing dynamics of music selection, highlighting that familiarity and recognizability often drive song costs. Well-known songs can elicit emotional responses and memories, making them valuable assets for brands. However, not every brand aims to trigger nostalgia. Some, like Apple, thrive on introducing audiences to new artists and sounds. Thus, the choice between familiar hits and fresh discoveries depends on a brand's unique objectives.
The Rise of Synchronization Royalties
Synchronization royalties, which encompass music usage in advertising, film, TV, and more, have seen a significant year-over-year increase. Gabe attributed this growth to the surge in content creation. As more streaming platforms, TV networks, and advertisers produce content, the demand for music synchronization rises. This uptick in demand results in higher synchronization royalties, reflecting the expanding opportunities in the industry.
Navigating Copyright in the Digital Age
The conversation also delved into copyright issues, particularly on platforms like TikTok. Gabe clarified that brands on TikTok should adhere to the platform's rules and make use of the commercial music library. Straying from licensed music could lead to legal consequences, and TikTok keeps a close eye on potential copyright violations.
Managing Pleasure Pill: A Passion Project
As part of his role at Music and Strategy, Gabe also serves as the manager for the band Pleasure Pill. His involvement with the band began as a result of his genuine love for music. Over time, the band's recognition grew, and Gabe's role evolved into that of a formal manager. He expressed his appreciation for the music community and the joy of helping talented artists like Pleasure Pill succeed.
Gabe shared some insights into what makes a good artist manager. He stressed the importance of putting artists first, trusting their vision, and fostering a collaborative relationship. Managers should be supportive, honest, and hardworking, while also being fans of the artists they represent. The ability to navigate the fine line between involvement in the creative process and respecting the artist's vision is essential.
Advice for Independent Artists
For independent artists seeking to break through in the visual media landscape, Gabe offered valuable advice. He emphasized the unpredictable nature of the industry, highlighting that there's no one-size-fits-all strategy. However, he stressed the significance of making authentic music that resonates with both the artist and the audience. Consistency, engagement, and adaptability are also crucial when navigating platforms like TikTok and Instagram Reels.
Conclusion: A Journey of Growth
As Gabe McDonough continues his journey in the music and advertising industry, he remains passionate about music's unique ability to connect people and brands. With a commitment to quality and an ever-evolving approach, he looks forward to exploring new opportunities, nurturing emerging talent, and expanding his horizons in the dynamic world where music and strategy intersect. Whether composing original music or curating tracks, Gabe's work continues to make a harmonious impact on the world of branding and music.
LEARN MORE ABOUT MUSIC AND STRATEGY:
https://www.musicandstrategy.com/
FOLLOW GABE MCDONOUGH:
https://www.linkedin.com/in/gabe-mcdonough-215b983/
FOLLOW MUSIC YOU’RE MISSING:
https://www.musicyouremissing.org/
FOLLOW BRENDAN JEANNETTI:
https://www.instagram.com/brendanjeannetti/
https://www.linkedin.com/in/brendanjeannetti/
Music You’re Missing is a top music podcast hosted by Brendan Jeannetti based in Boston Massachusetts.
