September 1, 2015
Alan Tormey’s newest post in his series on music in television advertising went up today. It’s a fun look at some of the inherent contradictions between musical form and the form of the 30-second ad spot.
Read the full piece here: https://at12tone.wordpress.com/2015/09/01/music-and-the-single-minded-proposition/
June 17, 2015
I’ve written a short article examining the music in the new “Do You Know A Muffin Man” commercial that’s been broadcasting recently. It’s written for more of a general audience than what you find on IPAP, but I thought that many of you might be interested nonetheless. It’s cross-posted from my personal blog: 12-Tone Telephone. If any of you feel moved to make comments, please do so there.
Rhythm and Message in America’s Hottest Spot
Abstract: Thumbtack’s “Do You Know A Muffin Man” distinguishes itself by using an old-fashioned jingle to present its message. While it does an undeniably excellent job at communicating Thumbtack’s brand promise, certain details of the music’s rhythm inhibit Thumbtack’s product identity from being efficiently impressed upon the viewer. In this essay, I will attempt to answer the following questions: 1) Why is it hard to acquire and retain Thumbtack’s identity? 2) Is there an easy fix for this problem, and 3) Are there principles embedded in this solution that can be applied to future projects outside of Thumbtack?
Meeting the Muffin Man
As we enter Mid-June of 2015, Thumbtack’s new “Do You Know A Muffin Man” is easily my favorite broadcast advertisment of the moment. Its jaunty music, sympathetic plotlines, and friendly wit all combine to make for an engaging and memorable 30-second spot in which a variety of hapless do-it-yourselfers turn their small tragedies into small triumphs with the help of the professional service providers found through the Thumbtack app.
Based on my experience as a viewer, ‘Muffin Man’ is clearly an attention-grabber that does an excellent job at educating the viewer about Thumbtack’s brand promise. The situations the characters find themselves in are highly amusing yet also highly relatable. I can immediately understand the types of problems in my life that this app will solve. However… after three or four viewings of the spot, I realized that I still had little to no idea of the product identity. That is, I knew there was an app that would fix my lights, my deck, and my life, but I didn’t really know that it was called Thumbtack.
Why is this? After thinking about it, I believe that the reason it was difficult for me to process and retain Thumbtack’s product identity stems from some extremely specific interactions between the words and rhythms of the jingle.
September 30, 2013
A bassoonist friend of mine suggested that you all might be interested in this recent article by Sarah Robinson of Classical Revolution and noted critic Greg Sandow. It discusses a wide range of topics, but primarily focuses on how to adapt your music and performance style to different types of venues and the pros and cons of performing in alternative spaces.
September 25, 2013
Although things have been quiet around here recently, there are some exciting features that will be coming in the next few weeks, including an interview with a very special guest who will of great interest to most of you.
In the meantime, have some fun with this fantastic web page called “Boil The Frog”. It creates a playlist that will connect (almost) any two artists. For example, I’ve had great luck connecting Guillaume de Machaut to Katy Perry, and John Williams to the Pet Shop Boys. You can find it here:
June 2, 2013
February 20, 2013
Many of you probably remember the previous posts that discussed the situation with Sibelius and its continued development or lack thereof. There is now an update to that story: the fired Sibelius development team has been hired by Steinberg (makers of Cubase) to develop a new software notation environment. The complete story can be found here: