Agency: 72 & Sunny NYC

The Ask: Create an anthem that can live across multiple spots and support an entire brand's music identity. The challenge musically was that the agency wrote the lyrics and wanted them seamlessly transitioned into a catchy song in a hiphop(ish) style. Seemed like a big challenge to translate words from non-musicians to something that would not only be cool and catchy, but also hit all the marks that the brand client required. The song needed to focus on being simple, authentic, and fun, but not saccharine. Needed to appeal to the parent's demographic as well as kids. General Mills also wanted there to be a cool story behind the creation of the song. Sounded like a tall order that could become cheesy very quickly but we dove right in.

The Process: Music was going to be a huge part of this new campaign so we had a fair amount of time and everything was under the microscope. We ultimately made around 75 options over 10 rounds and ended up landing on the final song with a Boston-based rapper Latrell James who we had never worked with prior. We at Brew House Music helped to bridge the gap between the brand's messaging, the agency's vision, and the artist's point of view. We honed this version even further and ended up doing the final recording in Boston with the agency creative team, Latrell and me. We got to work together to really fine-tune all the vocal inflections and the final product turned out beautifully. 

The Result: The brand client ended up liking the song so much that they opted to purchase it outright for a larger sum. Since then there have been many versions created and the client got to recoup some of that music budget through backend publishing royalties. The original anthem spot ended up winning a Bronze CLIO Award for "Best Use of Original Music".