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Advertising Age
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Ad as breakout song launchpad; 'More artists to break out via corporations, agencies as talent scouts'.
Publication:
Advertising Age
Publication Date: 11-JUL-05 |
Format: Online
Delivery: Immediate Online Access |
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Full Article Title: Ad as breakout song launchpad; 'More artists to break out via corporations, agencies as talent scouts'.(Feature: Music)(Column) |
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Article Excerpt
Byline: GREG LINDSAY
It's likely only a matter of time before Josh Rabinowitz produces a hit record. He's already come close with a couple of artists like Macy Gray and Los Lonely Boys. And a cover of "Carry On'' he produced for Alana Davis a few years back actually charted as a single before fading away.
It's only gotten harder since then. Between falling CD sales, digital piracy, corporate radio groupthink, rampant label cost-cutting and the whims of a fractured audience, any act's chances of breaking through the clutter are already pretty small ... and they're still shrinking.
But the doom-and-gloom besetting the industry will ultimately work to Mr. Rabinowitz's advantage. He's no mere knob-twiddler; he's the senior VP-director for music of Grey Worldwide, and his goal is to break a hit record inside an ad before the artist and a label gladly give it a life of its own.
"More artists are going to be broken through corporations, with the agencies as talent scouts, and hopefully they'll let me produce their tracks,'' he says.
"The agencies are kind of like the A&R, and the client's blessing is the green light....
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