Issue link: https://digital.copcomm.com/i/360038
www.postmagazine.com 31 POST AUGUST 2014 in a way that would allow the computer to breathe," says Howard. After that, he says, the mix fell into place. He used the Waves Renaissance Compressor and Renaissance Bass plug-ins. HEARD CITY Partner at Heard City, Keith Reynaud, was mixer on the Lincoln: Dream Ride online experience created by ad agency Hudson Rouge NY. Heard City (www. heardcity.com) is a boutique audio post facility in New York that provides audio post services to the advertising and film industries. Recent clients include ESPN, Bud Light, AT&T and Google. The Lincoln: Dream Ride online ad- venture allows the viewer to ride along in the new Lincoln MKC on a chase through the city. It's an interactive experience, with 360-degree views, changeable radio stations, and alternate endings. While the workflow and mix were similar to a tradi- tional linear broadcast ad or Web promo, outputting the final material was a bit different. "We had to create unique ele- ments that can play on their own, and are switchable," says Reynaud. "It's very simi- lar to outputting audio for a videogame." Reynaud has done similar projects in the past and was able to guide the agency creatives through the process. Heard City handled the ADR and mix, and then hand- ed off the final elements to Stinkdigital in Brooklyn for implementation. Reynaud worked with Hudson Rouge producer Laura Ferguson and creative director Ricardo Landim. Ferguson supplied the sync sound track and sound effects. The sounds for the Lincoln MKC are real, and no further embellishments were added. The biggest challenge for sound design was making sure all the elements were kept modular, so they would play across the alternate scenar- ios. The sync dialogue was usable, and Heard City only recorded ADR to replace a few lines due to content, not quality. Reynaud, Ferguson and Landim worked with music supervisor Jessica Dierauer to find '90s music tracks to be contenders for the changeable music op- tion on the car's radio. The default track is "Vaseline" by Stone Temple Pilots. "From the beginning of the process that was always going to be a changeable option for the viewer," says Reynaud. He used the Audio Ease plug-in, Speaker- phone, to emulate the sound of the mu- sic coming through the car's speakers. The most enjoyable aspect of working on the Lincoln: Dream Ride online expe- rience was working with the team from Hudson Rouge NY. "At the end of the day, it's always more fun working with good people," says Reynaud. "This was a cool project and working with such a great producer really goes a long way." RIPTIDE MUSIC GROUP Rich Goldman is president of Riptide Music Group (www.riptidemusic.com) in Culver City, CA, which recently worked with Publicis Kaplan Thaler on the Dawn The Bigger Picture :30 TV spot. The spot focuses on using Dawn dishsoap to support wildlife rescue efforts, such as cleaning animals covered with crude oil. RipTide Music Group is not a music library per se, explains Goldman. They represent artists, labels, and in some cases, publishers all over the world. They also produce music in-house for mov- ie advertising. Mainly, though, they're known for representing up-and-coming artists, and helping them get their music out to the world via advertising, films, or digital content. Their RipTide One divi- sion recently launched a searchable da- tabase where advertising and film clients can search the RipTide One catalogs by using keywords, and also by radio for- mats. "RipTide One is the division where we control all the rights of all the music, which is also 100 percent exclusive to us. So licensing becomes really easy. Many of our advertising clients are now demanding that," says Goldman. Goldman explains the difference between RipTide Music Group and production music companies. With production music companies, he says, all those songs have been created for music libraries. With RipTide, "these are all actual musicians, who are out there touring and working to make a career for themselves," he says. Goldman has dubbed RipTide as 'sync flavored publishing' that gives artists an opportunity for worldwide exposure via advertising or films. Occa- sionally, clients will ask for customiza- tion of a particular track. In the case of the Dawn The Bigger Picture spot, the creatives from the ad agency heard the song, "Five Little Things," by RipTide artist Helen Austin. Goldman says the client loved the song, but "they were requesting a one-word change. We pre- sented it to the artist and she was fine with it. It didn't change the meaning of the song and the rest of the lyrics were just working great," he recalls. Heard City worked on the ADR and mix for the Lincoln: Dream Ride online experience (left). Dawn made use of Rip- tide artist Helen Austin's music for their spot, titled The Bigger Picture (above). AUDIO WITH A MESSAGE