And the Synch of the Year Winner at Variety’s Music for Screens Summit Is …

Variety | 10/31/2018 | Roy Trakin
Click For Photo: https://pmcvariety.files.wordpress.com/2018/10/lnda.jpg?w=700&h=393&crop=1




When Linda Perry was looking for a way to promote 13-year-old singer/songwriter Willa Amai, her guiding principle was, “You have to think a little left field.”

Perry was one of five participants in the “Commercial Synchs of the Year” panel at Variety’s inaugural Music for Screens Summit, in which executives, producers and talent reps presented case studies exploring the most successful commercial synchs in the last year. Her singer/songwriter/producer’s company We Are Hear earned top honors for its Quickbooks spot, which featured Amai’s cover of Daft Punk’s “Harder, Better, Faster, Stronger” along with a backstory supporting small independent businesses. The award was voted on by attendees at the daylong conference.

Others - Panel - Portugal - Man - Manager

Others represented on the panel included Portugal. The Man manager Rich Holtzman (Vitaminwater’s use of “Feel It Still”), Seventeenfifty/Capitol Music Group SVP Brian Nolan (Migos’ “Stir Fry” NBA spot), Good Ear Music supervisor Andrew Kahn (The Gap’s “Megamix” campaign) and Kobalt Music President Global Synch & Brand Partnerships Jeanette Perez (content strategy company Copilot’s “Take Me Home (Country Roads)” for the video game “Bethesda Fallout ’76”).

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Perry - Amai - Showcase - Ad - Agency

Perry originally had Amai play a showcase for top ad agency Chiat Day, which made her the centerpiece of its Quickbooks campaign. “You need the right timing, the right song, the right eyes and ears,” said Perry, who saw Amai’s social media profile soar after the commercial began airing.

Holtzman pointed out that Portugal. The Man’s hit “Feel It Still” ended up with more than 100 synchs, “launching the song...
(Excerpt) Read more at: Variety
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