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Tags >> audio branding
Dec 14
2011

'Thor' Film Music Review

Posted by Phoenix Benedict in Thor , phoenix benedict , patrick doyle , kenneth branagh , film music , audio branding

Phoenix Benedict

'Thor' - Patrick Doyle
Besides the stunning CGI effects and the stellar cast the storyline was not an a epic LOTR narrative. Yet I feel the saving grace - except for Chris Hemsworth's amazing physique - was the film's score.

Exceptionally aesthetically sound crafting in terms of harmonic and melodic constructions creating a fluent music language moving in sync with the visual narrative.

Mr Doyle is known for his thoughtful and sensitive score for 'Sense and Sensibility', and this is what sets him apart from other Hollywood scorers, in that his score literally co-exists with the visual narrative, instead of merely commenting on it.

Dec 14
2011

'Captain America' Film Music Review

Posted by Phoenix Benedict in phoenix benedict , film music , captain america , captain , audio branding , alan silvestri

Phoenix Benedict

'Captain America' - Alan Silvestri
When I was a teenager I became aquinted with Mr Silvestri's music for numerous Hollywood films in the 1990's, and haven't yet heard of John Williams though I could sing all the audio brands from Star Wars, Indiana Jones, etc.

After a seemingly long absence from cinematic scoring Mr Silvestri has returned recently and is brining back a certain epic feel to film scoring again.

One can't deny that as film media and demographics change so too will film scoring yet the anchoring codes are best utilized by those - like Mr Silvestri - who indeed is a master craftsman.

Having said that, I do feel that the lack of an identifiable audio brand makes this score seem a bit lackluster. Yet, perhaps the Studio or the Director insisted on a purely mood-bound score as opposed to thoroughly 'narrated' scoring process.

Dec 14
2011

'Super 8' Film Music Review

Posted by Phoenix Benedict in super 8 , super , phoenix benedict , muisc , michael giacchino , jj abrams , film music , audio branding

Phoenix Benedict

'Super 8' - Michael Giacchino
In my opinion this film seemed to be a merge between 'The Goonies', 'E.T.' and Abrams' TV series, 'Fringe'.

The interesting storyline lent itself to a huge palette of possibilities in terms of the film score's soundtrack. Yet, I must say I expected more from recent Oscar sensation, Mr Giacchino.

His orchestral scoring was traditional, and the epic narrative codes were mostly effectively applied. Yet there was, for me at least, a lack of integrity in terms of the music and film marriage. Why I say this is because I often would question the role of the music in this film in terms of its placement at times and also it's effectiveness in co-existing with the film's narrative.

Something was missing. I did hear attempts of references to John Williams' idiosyncratic style (in terms of middle ground woodwind ornamentation while strings and percussion create a counter texture), yet in my opinion, this 'form' could have been muscled out with at least one unique melodic-harmonic-rhythmic-timbre-tempo-dynamic bound signifier, which is typical of successful and memorable audio brands. Beyond this then the various theme-and-variation etc techniques lend themselves seamlessly to create a memorable sonic experience, co-existing meaningfully with the film.

Sep 18
2011

GLEE: Audio Branding and Pop Sponsoring

Posted by Phoenix Benedict in tv series , Queen , Pop Sponsoring , phoenix benedict , lady gaga , glee , audio branding

Phoenix Benedict

GLEE

Sep 18
2011

Ring My Bell...

Posted by Phoenix Benedict in ring my bell , Pop Sponsoring , phoenix benedict , Games , audio branding , anita ward , advertising

Phoenix Benedict

Anita Ward: ‘Ring my bell’ in Games’ audio branding

Jul 16
2011

'Gnomeo and Juliet': an Audio Branding Review

Posted by Phoenix Benedict in Pop Sponsoring , moulin rouge , la mer , John Williams , james newton howard , hook , hello hello , gnomeo and juliet , elton john , debussy , david furnish , audio branding , american beauty

Phoenix Benedict

'Gnomeo and Juliet': Audio Branding Review

Although it is a children's version of the classic with references to 'Moulin Rouge' and 'American Beauty', the original music (James Newton Howard) is very well executed. Orchestration (various artists) is done with impeccable craftsmanship and colourful timbre textures that smacks of Debussy ('La Mer') and creative genius, John Williams ('Hook', 1991).

A version of audio branding is categorized as Pop Sponsoring, i.e. the intentional usage of popular music to affirm or co-create another brand. Elton John is used excessively, in my opinion, with a style of music here that edges on soppy more so than tasteful and classy. The movie is frequently interspersed with sudden songs of which the first is Elton John's 'Hello' which, again in my opinion sounds inappropriate for this primary target audience. The song is sung by a flat, one dimensional chipmunk female voice together with Elton John with excessive repetition of the word 'Hello Hello' that is quickly reminiscent of a witches' sabbath. Somehow the Elton John alliance with the 'Gnomeo and Juliet' brand seems a bit strange, until I saw that his partner, David Furnish, is one of the movie's producers... Elton John has had his season of glory yet I somehow still don't make the aesthetic connection between his brand and a kids' movie brand anymore.

Often Pop Sponsoring can be very effective in aligning one unsung/new brand to another (sung/sonic) brand. Throughout the original score various other Elton John songs are referenced as well.

The parents will enjoy the references yet the kids probably won't make out pointy heads or trainers why the songs are a bit unfamiliar, and in my opinion not the best example of audio branding and pop sponsoring.

Jul 10
2011

Audio Branding and Sports: IAAF July 2011

Posted by Phoenix Benedict in Vangelis , Star Wars , sports , music , John Williams , IAAF , Hollywood , Ben Hur , audio branding , Areva

Phoenix Benedict

It's uncanny how music has become an indelible feature of the Areva Diamond League this year. Before every athletic race a low, thickly textured Vangelis bass sounds as a sonic signifier for the audience to quiet down. Besides acting as a 'sign to silence' it also acts as expectation creator, like the soundtrack to an epic movie. During important races 'Ben Hur' type orchestral and choral soundtrack bits would be played while the race would be run. Another favorite is John Williams' evergreen Main Title to the iconic 'Star Wars' movie. Hence it can be argued that sports stars have attained the same mythical status as legends and Hollywood stars, with the same type of myth-creating soundtracks being used not only in sport adverts but also at sporting events.

Jun 20
2011

Gagafied Beyonce

Posted by Phoenix Benedict in pop music , Pop Culture , lady gaga , lady gaga , Judas , Judas , bootylicious , Beyonce , audio branding , audio branding

Phoenix Benedict

It is interesting at least to see the influence that our Lady of Gaga has had on other established pop artists, e.g. bootylicious Beyonce.

Jun 20
2011

Gagafied Beyonce

Posted by Phoenix Benedict in pop music , Pop Culture , lady gaga , lady gaga , Judas , Judas , bootylicious , Beyonce , audio branding , audio branding

Phoenix Benedict

It is interesting at least to see the influence that our Lady of Gaga has had on other established pop artists, e.g. bootylicious Beyonce.

Apr 09
2011

Vodacom

Posted by Phoenix Benedict in Vodacom , Virgin , Edgars , branding , audio branding

Phoenix Benedict

Thinking Red

Passion. Power. Anger. Love.
Not Vodacom.

Wimpy. Cell C (Pre-2010). Kit Kat.
Not Vodacom.

Coca Cola. Virgin. ETV. Edgars. Kentucky Fried Chicken.
Not Vodacom.

Vodacom has suddenly been working very very hard at convincing Africa that they are now red (their new green?), using subscribers' money and all manners of Pollock splash-painting techniques.

The new Vodacom audio brand is weaker than ever before. If the new colour is RED then the audio branding had to support and enhance the new colour with fast-paced, energetic, richly resonant. The new audio brand is barely audible, nevermind memorable.

With all that money Vodacom is expected to deliver above par each time when it comes to branding and audio branding. I, for one, expected much more congruency and am deeply disappointed.

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