from Penny Distribution :

• Most commercial scripts that I’d receive from advertising agencies the audio column on the script generally say the following – ‘generic upbeat music’.

• Usually the agencies locally don’t put a huge amount of thinking into the music on a commercial but focus on the ‘message’ of the ad.

• At the point where I enter I am asked to do a ‘director’s treatment’ where I outline usually on a single A4 broken into paragraphs how I will approach the commercial. This is where I begin to plant the seed of a particular type of music into the ad agency’s brain.

• One thing to remember before anything else is that ALL ad agencies are heart-scared of losing their client no matter how small! They will do nothing that they might consider will be at odds with their client’s profile.

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