34 !!Chapter 3
one composition. Since it is possible that the creatives might not have been
aware of the potential musical problem, they were pleased with Mur-
ciano’s creative solution.
Composers have to present their ideas with a clear and thoughtful
explanation of why they choose to explore a precise musical path. A mis-
take in solving this musical problem could have caused a decline in sales.
If the commercial did not appeal to the target audience in each country,
the sales would most likely have declined, and the account might have
been put up for review.
The importance of research is once again demonstrated. There are
many styles of Spanish music, encompassing the Caribbean, Mexico,
South America, Central Amercia, as well as Spain, and within each coun-
try or territory the musical styles and pronunciation differ. Therefore, it
was important to grasp the target audience. The client did not want the
Caribbean sound (e.g., Cuban and Puerto Rican styles). Dr Pepper has a
relatively small market share in the northeastern United States, where
there is a sizable population of Puerto Rican and Cuban immigrants. They
wanted the commercials to appeal to Mexican Americans and the general
Hispanic population since Dr Pepper has a considerable market share in
the western United States, which has a large Mexican American popula-
tion. None of the music was arranged in a traditional Mexican musical
style because Dr Pepper wanted to appeal to a young audience that does
not listen to or identify with traditional forms of Latin music; instead,
Latin house music—dance (disco) music with Latin percussion—and hip-
hop were chosen.
Hire Musicians and Singers Who Are Specialists
Studio musicians and singers are usually skilled in many styles, but some
specialize. Learn their strengths. For example, if the assignment is to write
a sonata for violin and piano in the style of the classical period, a violinist
familiar with that style knows that certain musical ornamentation was not
written down but was expected to be added by the performer. Most coun-
try singers and musicians use generic vocal and instrumental ornamenta-
tions that clearly characterize a style of music. [Listen to track$8 on the
enclosed CD.]
The following is my interview with Alfred Brown, an accomplished
studio viola player in New York City. He is a graduate of the Curtis Insti-
tute and is a musicians’ contractor for commercials, films, television, and
records.
MZ: What is the best background for a studio musician?
Alfred: The best studio musicians have eclectic backgrounds. Their
ability to read music is well above average... not only reading
the notes but reading dynamics and knowing styles. You might
get someone from the Philharmonic who can read the notes, but