Writing Music for Television and Radio Commercials (and more): A Manual for Composers and Students

Advertising Agency and Process Structure!! 9

1. The music meets the needs of the creative team.The creative team
   is generally specific about the musical goals for a commercial(s). (The
   advertising producer is responsible for the entire production.)


2. The sound quality and musicianship are of the highest standard.


3. The synchronization of the music to the film is correct.If during
   the recording session the music producer wants to revise the music track,
   it is his or her responsibility to communicate with the composer.


4. The utmost technical industry standards are achieved.
   The music producer also helps select the composer. Demonstration
   reels from various composers are presented to the creatives, who are usu-
   ally searching for a certain style of music. In most instances, a composer
   who has written compositions in that musical style receives the assign-
   ment. Additionally, a music producer assembles music production bud-
   gets and residual payment estimates.

""""""""""""""""""""""""""""""#

Residuals and Buyouts

Musicians and singers receive recording session fees for the initial

recording.Residual paymentsare additional fees paid to musicians

and singers (actors and announcers) based on the amount of airplay

a commercial receives and on the number of markets in which it is

shown. The residual payment scale is negotiated among the musi-

cians’ and singers’ unions and representatives from the advertising

industry.

Residuals are not required to be paid in all states of the United

States. For example, Texas and Florida are considered right-to-work

states and are nonunion states. The payments paid to musicians

and singers in nonunion states are called ‘‘buyouts.’’ A buyout is a

one-time payment for services, and the performers do not receive

residual payments or additional union benefits. Unions exist in

some right-to-work states, but musicians and singers (actors,

announcers, and so on) are permitted to work without joining a

union.

""""""""""""""""""""""""""""""$

Sometimes, the account supervisor, or account executive, will attend
the music recording session to ‘‘hand-hold’’ the clients, who usually do
not understand the recording process. A composer should be thoroughly
prepared before a session. To lower the risk of encountering problems
while in the recording studio, a music demonstration of the music, known
as a demo, is almost always requested by agencies and susequently
approved by clients prior to the final music session.