Quite an interesting read about rare music in advertising has recently appeared in Little Black Book online magazine and features my thoughts on the matter. The whole article is available to read here. My words below:
''The opposite of in-your-face thrash metal can be a powerful tool as well, as ENVY Advertising sound designer and mixer Marcin Pawlik notes. “I’d like to see more commercials with atmospheric, ambient and minimal-like genres,” he says. “Commercials with catchy, attention grabbing, busy, melody driven music are ubiquitous but non-intrusive music tracks which don't tell us what to feel but allow us to feel are rare. Good examples of that are the scores of Trent Reznor and his composing partner Atticus Ross (e.g. Gone Girl, Social Network, Girl With The Dragon Tattoo). Their music creates a desired mood without taking over the scene but effectively communicating an idea. All the emotional clues are still there but done in a much subtler way. Music of this kind facilities more space for other sounds to thrive. There’s less conflict fighting for a space in the mix - less is more. The Guinness commercial ‘Compton Cowboys’ is a good example of that."