Music is an ‘afterthought’, says BBDO Beijing creative as agency opens music studio ‘to improve standard of work’

synMusic is an “afterthought” in the creative process even though it is critical to the production of memorable work, a senior BBDO creative in China has said.

Arthur Tsang, chief creative officer at BBDO Beijing, said soundtracks are often the forgotten component in creative work.

The observations came as BBDO Asia opened an in-house music studio in Beijing in partnership with music production firm Syn.

bbdoThe agency said the move would elevate discussions with clients about the musical elements of a campaign.

“Music and sound is critical in creating the most memorable work, yet often it is left as an afterthought,” Tsang said. “By offering a music production facility of such calibre, that sits within our creative department, we intend to improve the standard of work for all our clients with more efficient and early dialogue between creative and music.”

It will help “educate and nurture the broader musical tastes of clients and staff alike”, Tsang added.

The studio will include a recording facility with full-time engineering and production staff based at BBDO Beijing’s offices.

The agency said it will enable on-site music composition, arrangement, recording, mixing to orchestration, music supervision, sound design and rights management.

It will also allow the agency and clients to tap into Syn’s “global network of offices and talent in Japan and US”.

Syn has worked with BBDO China on a number of projects over the past two years including campaigns for Mercedes-Benz in China, Dove Chocolate’s ‘Rhythm of her Heart’ mini-musical and Doublemint’s Story of QQ and JJ.


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