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Cannes Lions reflections: Syn and learned from a lifetime of creative music collaborations

Cannes Lions seminars, snack-sized!

created on Saturday 17 Jun 2017

"People get completely obsessed by visuals and forget the power of the music."
Simon Le Bon


The energy in the room started excited and finished electric as Simon Le Bon and Nick Wood rolled out some of their best examples of creative music collaboration. Edith Bowman cleverly brought out their background stories, giving insight to how such collaborations work in practice.


Regarding collaboration in the music industry, Simon emphasised the importance of having an overseer outside the core group: ‘someone to see the really good things that get overlooked, otherwise the loudest always gets their own way’. Nick focused on the contribution musicians make to creative campaigns and appealed for the creatives amongst us involve them earlier: More and more, music should be part of the very early planning stage, rather than forgotten!  Simon agreed, saying ‘People get completely obsessed by visuals and forget the power of the music’.

 
Nick gave perspective to the issue by stating beautifully that music is ‘Sometimes the saving grace of a campaign, what people remember about a campaign’.


Synmusic set up contracts between Square Enix, Ariana Grande and Final Fantasy to create Grande’s character in Brave Exvius and went on to present them with an orchestral remix of Ariana Grande’s ‘Touch-It’ for the launch. With offices in LA, Beijing and Tokyo they were able to appeal to both Western and Asian audiences. The strings themselves were recorded in Eastern Europe through a live stream to Nick, watching and directing in Tokyo. In fact, all Synmusic collaborations demonstrated were strengthened by diversity in culture and experience, made possible by modern technology.

On that note, Edith, Nick and Simon then orchestrated a live collaboration with the audience on Synmusic’s latest project, ‘Closer to your Bed’. The finger snapping and communal singing will be captured by them and turned into something special. If you recorded the moment, send your clips to collaborate@syn.world to be included!


Talks and work from Cannes Lions 2017 can be found on the Cannes Lions Archive

 

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