Posts tagged ‘TV’

February 17, 2014

HOW A COMPOSER MAKES MONEY

ASCAP (the performing rights organization, American Society of Composers, Authors and Publishers) celebrated its 100th birthday on Thursday and it brought up an interesting question from many people. How do composers make money? And why would they join an organization such as ASCAP?

Like anyone else, professional composers need enough income to put a roof over their heads and food on their table. ASCAP helps to protect their rights and make sure that they are paid for the work they do.

In my brief summary here, I’m referring to composing instrumental music (not songs with lyrics).

Live Performance: Exposure to a composer’s work sometimes comes in the form of live performances of his or her work. Unless the composer is also performing in the live ensemble, there is usually no extra money owed to the composer. If the work was commissioned for a performance, that fee would be negotiated and paid up-front. The composer is also entitled to receive performance royalties through a performing rights organization like ASCAP. This amount is usually very small.

Work For Hire: Composers for media (television, film, video games, commercials, etc.) can be hired to compose music which will play during a visual presentation. The company which hired the composer will own the copyright to the music and the company controls how and when that music will be used. This can be lucrative for successful composers, who can charge a lot for their services. International copyright law also states that the composer is always credited as the composer, which allows “back end” revenue. This means that if the music is heard in a context that can be surveyed by a performing rights organization (i.e. TV or radio), then the composer can collect those royalties. Having no control over where and when the music will be placed, however, means that the composer may never see any additional revenue from their work for hire.

Production Music: This music is composed with the hope that a TV, film or game company will select it to be included in their project. This is common in television, especially for low-budget or reality shows. The composer makes an agreement with a production music library. The library then markets the music in return for a portion of the licensing and royalties that are paid. Unless the composer’s work is placed on highly successful shows, the royalties are very low.

Full-Time Composer: This is the most competitive field for a composer to enter. A staff position with a company that needs constant musical content is rare. So when a composer has an opportunity to make a good living doing what he or she has studied and practiced to do all of their lives, almost every composer will apply for the gig. But this is a job where “corporate” meets “creative” and this concept is sometimes very foreign to composers. (In other words, a composer in this type of job must be willing to work within the styles that the employer dictates.) As with any job, the pay is dependent on how successful the company is and how much the company values the composer’s contribution to that success. Unlike any of the other revenue streams mentioned above, a full-time staff composer is also likely to receive benefits such as insurance, 401Ks, stock options, etc. And the fact that they are receiving a steady paycheck allows them to focus on their craft, instead of always looking for their next job.

Pros and Cons:
As you can probably tell from reading this post, 99.9% of people who aspire to be professional composers will not make a living from that alone. Most of the talented composers I know also do other types of jobs, both inside and outside of the music/entertainment industry. But thankfully, there is something so rewarding about creating music and entertaining the world that keeps us excited and stubbornly pressing on in this highly competitive line of work.

Please support the arts and the people who dedicate themselves to making all of our lives a little brighter through music.

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September 21, 2013

THE BEEF SONG

Years ago, when United Airlines began running a number of advertisements featuring music from George Gershwin’s “Rhapsody in Blue,” a lot of people began referring to this classic composition as “The United Airlines Song.”

Similarly, Aaron Copland’s “Hoedown” piece from “Rodeo” became widely known as “The Beef Song,” due to its inclusion in “Beef … It’s What for Dinner!” commercials.  Elmer Bernstein’s theme from the Western movie “The Magnificent Seven” has been referred to as “The Marlboro Song.”  And recently, I’ve heard people calling “Sexy People” (recorded by Arianna featuring Pitbull) “The Fiat Song.” It is said to contain portions of the Italian song called “Torna a Surriento” composed in 1902 by Ernesto De Curtis.

I’m not putting Pitbull in the same category as Gershwin, Copland or Elmer Bernstein, but my point is that licensed music on TV commercials often ends up being associated with that product rather than the person or persons who created or performed the music.

Is this a good thing or a bad thing?  That, of course, depends on your point of view.  If you’re a music teacher or someone who appreciates fine music, it can be shocking or upsetting to realize that many consumers have no real knowledge of the significance of the music or the composer.

For the composer, if he or she is still alive and aware of the misunderstanding, it can probably be offensive or else simply regarded with mild amusement.  Keep in mind that when a major company licenses the use of music in its commercials, the composer (or his/her estate) does make a lot of money.

I remember being very surprised — and turned off — the first time I heard Led Zeppelin’s “Rock and Roll” featured on a Cadillac commercial.  As a kid, or young adult, I thought of Cadillacs as cars that rich old men drove.  Thus, how could Jimmy Page and Robert Plant “sell out” and allow this music to be used for such a purpose?  Or as Jack Black’s character in “School of Rock” might protest, “What happened to stickin’ it to the man?”

Presently, I would be lying if I told you that I wouldn’t be thrilled if one of my compositions got picked up for use on a major ad campaign.  It could enhance my reputation and yes, it could be lucrative.  I suppose that my attitude toward the situation would also depend on the type of product that was being advertised.  Would I want my name and my image to be aligned with that product?

I don’t work in the advertising industry and don’t know exactly why specific pieces of music are selected to represent certain products.  In the cases I mentioned above, I can take some guesses.

United Airlines has a blue logo and it wants your flying experience to be rhapsodic, rapturous, exhilarating.  Beef production and consumption are associated with cowboys, the Wild West, bountiful living.  The Marlboro Man, the symbol of Marlboro Cigarettes when cigarette ads were still allowed on TV, was a rugged cowboy.  Fiat and Cadillac want you to believe that the people who drive their cars are sexy and cool.

The next time you hear a catchy pop song or a piece of classical music on a TV commercial for a car, a hamburger, a bank or any other product or service, do me a favor.  Stop to think about why you like or dislike the music and why you think it was chosen to sell or promote that product.  Then, last but not least, take the time to look up the name of the composer and learn something about him or her.

July 27, 2013

MUSTS FOR SUCCESSFUL MULTITASKING AS A COMPOSER/MUSICIAN

Throughout my career I’ve spent a lot of time looking for opportunities to compose music for a living and learned a whole lot on that journey.

I’m really thankful now to be constantly busy, doing work that I love — composing and playing music for a living. In my full-time job at IGT, I work on up to seven different casino games at a time. Although the deadlines are staggered, they all need my attention. And in my spare time, I work on freelance projects in other (non-competing) branches of the game industry, TV and film.

It’s great to have so many opportunities to create music and to exercise my creativity in a wide variety of musical styles. But it’s also quite a juggling act. From one day to the next, I’m pulled in different directions and need to focus on whatever task or deadline is critical at that juncture.

Over the years, I’ve established some work habits to keep myself on track, while also avoiding burnout.

• BE LIKE SANTA: “HE’S MAKING A LIST AND CHECKING IT TWICE …”
Put together a checklist or spreadsheet that clearly shows the milestones and deadlines for each of your works in progress. Then tackle the responsibilities in order of chronological urgency. This isn’t to say that you can never take a slight detour from one project to the next. Sometimes inspiration will strike at random and you’ll push the record button on some ideas for a project that isn’t due immediately. That’s fine, as long as you don’t ignore the deadline that looms largest. Missing deadlines is a sure way to convince your employer or client that you can’t be trusted to do your job.

• OR YOU COULD THINK OF IT AS “TRIAGE.”
When you seek treatment at a hospital’s Emergency Room, a triage nurse will assess your condition. If your illness or injury is relatively minor, you can wait a little longer than someone with a life-threatening trauma. You can apply this way of thinking to ranking your own priorities. Which of your job duties should demand most of your attention right now? Which job duties can wait until a bit later?

• ASK FOR FEEDBACK, EARLY IN THE CREATIVE PROCESS.
I mentioned having “milestones” for projects. For example, if you’re composing music for a game, you may be asked to deliver a first attempt at an opening theme by a certain date. The game producer will review that material and let you know if you’re proceeding in the right direction or are way off-base. The sooner you get this feedback or criticism, the sooner you know if you should continue with the style or vibe that you’ve created — or whether you should tweak it, or come up with something entirely new. Why waste other people’s time and energy, as well as your own, if you’re not clear about what works for the project?

• TAKE BREAKS.
You know the saying, “All work and no play makes Jack a dull boy.” Working non-stop and never resting is counterproductive. Work hard, of course, but be sure to set reasonable limits. Eating, sleeping, getting some physical exercise and also taking mental breaks are essential to your creativity and to preventing stupid mistakes. You’ll come back refreshed and renewed. And you’ll usually find that you have a clearer picture of what you need to do and are able to get it done faster.

• LEARN SOMETHING NEW.
With each project, there is a different twist or another skill that needs to be learned to pull it off. You might be surprised at how these new pieces of knowledge will help you with future projects. Push through that learning curve. As my mom always told me, “Never stop learning.”

• EACH PROJECT IS UNIQUE.
When you are working on multiple projects, one will inevitably bleed into another. Just like getting a song stuck in your head, you tend to gravitate toward that song in your work. But the project you are working on right this minute is unique. Listen to all the feedback you get and use it to create a fresh approach. Go outside of your comfort zone, explore genres that you were passionate about a long time ago or simply think through imaginative new ways of doing things. Anything is possible as long as it serves the needs of the project.

• DON’T BECOME A PARODY OF YOURSELF.
When you labor over one very specific skill set and/or style for a long time, you get really good at it. Watch seasoned, successful recording artists. Every time they come out on stage, they deliver a stellar show. But watching them the second night seems like a repeat of the first (which is why they make the big bucks). While this is perfect for live performances, it doesn’t work for composing. Embrace everything new, different or challenging. It will make you much more valuable to producers.

It’s pretty surprising to me that I am able to juggle so many projects at one time, but I think that diversity is the key. It keeps things fresh and always interesting. If you aspire to innovate, great things can happen to you as a composer. Just keep tabs on all those balls you are juggling to make sure they stay in the air.