Tracks & Sync Of The Month: April
In collaboration with Universal Music Group, Amp.Amsterdam // The Sonic Branding Company will share a selection of recently released music each month.
At the beginning of each month, we take a moment to look back at a number of sync-friendly songs that were recently synced or released. Sit back, relax and listen to (or watch) our fifth edition of Tracks of the Month!
“AXE – G.O.A.T. Mall”
Song: Drip Too Hard
Writers: Dominique Jones, Sergio Kitchens, Chandler Durham
Artist: Lil Baby, Gunna
Sometimes music can help brands reach a certain demographic. AXE’s ultimate goal is to become the go-to scent for Gen-Z men. In order to reach them, they teamed up with rapper Lil Baby and created a unique campaign that incorporates elements of gaming, anime and modern art. AXE encourages people to find their inner G.O.A.T. (greatest of all time) by using their products. Lil Baby’s 2018 hit ‘Drip Too Hard’ featuring Gunna gives off that same confidence and can give people that “G.O.A.T. energy”.
Florence + The Machine: Mermaids
If there’s any band that can elevate a movie scene from good to incredible with only a song, it’s Florence + The Machine. And we’re not the only ones who think so. Music supervisor Alexandra Patsavas has used the Indie Rock band’s music in some iconic TV shows and movies, including Gossip Girl, Vampire Diaries, Grey’s Anatomy and the Twilight Saga.
Florence + The Machine released their new song ‘Mermaids’ last month. A song with a sinister theme that’s contrasted with Florence’s angelic voice. The lyrics allude to Hans Christian Andersen’s fairytale “The Little Mermaid”, which will soon be released as a live-action adaptation in movie theaters. Perfect timing for a Mermaid-themed song!
Keywords: melancholic, omnious, cinematic
Bebe Rexha & Dolly Parton – Seasons
Bebe Rexha started her career as a songwriter and (co-)wrote some very successful songs, including Eminem and Rihanna’s ‘The Monster’ and Iggy Azalea’s ‘Team’. She has since had multiple hits of her own as a performing artist and has been featured in some big commercials, including this Lay’s campaign and this Walgreens TV Spot.
A collaboration with Dolly Parton is a dream come true for the American singer-songwriter. She previously tried to collaborate with Dolly on another song, but received a handwritten note from the country music icon explaining that she didn’t want to sing about “heaven and hell”. Bebe eventually wrote the perfect song for them to sing together: ‘Seasons’. A song about the passing of time and the concept of aging.
Keywords: nostalgic, country, guitar
Labrinth – Never Felt So Alone
If you’re a fan of the HBO show Euphoria, you probably recognize this song from the second season. Labrinth is the sole composer for the TV show and has made a strong comeback to the spotlight because of it. Last week he released his latest album ‘Ends and Begins’, which features a new recording of ‘Never Felt So Alone’ with additional vocals by Billie Eilish. As per usual, Billie’s brother/frequent collaborator Finneas co-produced the song.
Besides his music being in Euphoria, it has also been synced in multiple commercials including an Apple and MINI commercial.
Keywords: dramatic, electronic, dark
Rita Ora & Fatboy Slim – ‘Praising You’
Another song that you might recognize; Rita Ora’s new single is a rework of Fatboy Slim’s 1999 hit ‘Praise You’, that sampled Camille Yarbrough’s 1975 song ‘Take Yo’ Praise’. Fun fact: it also features a guitar sample from the opening of Disney’s ‘It’s a Small World’ song.
‘Praise You’ is no stranger to the world of sync. Different variations of this tune have previously been synced in the delivery service Grubhub commercial, a Mercedes-Benz commercial a Mitsubishi commercial and many, many films and series.
A few years ago, singer Hannah Grace recorded her own version of Fatboy Slim’s ‘Praise You’, specifically for a Lloyds Bank advertising campaign. Despite being created for a specific brand, this version has since been synced multiple times since, in several tv shows, in ad Advil ad and in this Guiness TV Spot – to name a few. With this track record, and with Rita Ora’s personal experience with advertising, it’s only a matter of time before her rendition becomes the next big thing in sync.
Keywords: feel-good, pop, catchy
Would you like to receive our weekly music selection in your mailbox? Subscribe to our Amp.Amsterdam Tracks Of The Week mailing list! Looking for music for your commercial or film? Have a look at UMPG Songs, the Universal Music Group database.