A new generation of power intros
project type
Music imaging
date
June - December 2005
When Capital wanted a unique way to bind their brand with the music they play, they turned to noise fusion to take the concept of 'power intros' to the next level.
The challenge was to take the musical style of a song together with its production sound, and to create a new front to the track incorporating these elements as well as the familiar Capital sonic logo. The guys at Capital recorded vocals in the States in a range of keys, which we worked into the cuts; these were manipulated where possible to sound akin to the track's singer or vocal style. Finally, the new front was blended seamlessly into the track itself, and mastered to match the track's sonic fingerprint. These then became Out of Break cuts.
No samples from the tracks themselves were ever used - the Out of Breaks were 100 per cent created by noise fusion. The cuts were produced across all genres, from the soft AC of Darren Hayes and Mariah Carey to the alternative rock of the Kaiser Chiefs and Green Day, with everything in between. Over a 6 month period we produced an astonishing 89 Out of Break cuts for Capital.
British Airways go electro for Capital
project type
Music production
voice artists
Abbie Eastwood
date
August 2005
British Airways had taken out a massive on-air sponsorship deal with Capital, but combination of the station voices with BA's classical music was a difficult partnership. So when Capital decided to funk things up, the offer of taking the timeless BA theme and mashing it up to work with the Capital brand was too tempting to refuse. The result was a piece of modern electronica containing no samples of the original piece, but with enough hooks of the BA melody to make their message stand out.
On this demo you'll hear the clean version of the Into Break bed, the music in-use with the voice-over, and then the extended talk-over mix of the piece.
Feel good imaging for Capital
project type
Audio imaging and sound design
voice artists
Abbie Eastwood and Christian Solimeno
date
July 2005
A fresh CHR package that's deliberately on the verge of being under-produced - the brief was to, above all, not get in the way of the music. We also needed to hammer home Capital's "Feel Good, Feel London" strapline; this was aided by the use of real vox pops. New to imaging voice work, Abbie added a clean sparkle to the sound, while Christian provided some grit.
