On 23, Sep 2008 | In News |
September 23, 2008
A new season begins today – on New York’s Park Avenue South. Jason Menkes and Ravi Krishnaswami are partnering to launch COPILOT Strategic Music + Sound (www.copilotmusic.com), after making the decision to leave Sacred Noise to pursue a fresh and inspiring creative venture. This new company will provide all facets of music innovation, production, consultation, composition and sound design for branding and advertising through multi-platform media.
COPILOT presents an unconventional new approach merging client collaboration and strategic methodology; factoring in not only traditional music direction, but also brand identity, messaging objectives and target audience before creating the final product. Menkes and Krishnaswami both have the talent, versatility and rare understanding of the art of music as it relates to products, services, and diverse cultural markets. This insight stems from their combined advanced educational backgrounds encompassing music theory, music business and ethnomusicology (the study of music as an expression of culture and identity), and is clearly evident in their results.
“Rather than just talking about music,” says Menkes, “or even worse, making music in a bubble without even talking about it; Ravi and I like to get into our client’s head by discussing in detail what story they’re trying to tell, who they’re trying to target, and what emotional response they’re trying achieve with their story or brand.”
Krishnaswami and Menkes have recent work including the sound design behind AMC’s Original Series brand identity and composition on Johnson & Johnson’s recent Olympic Athlete campaign. Dedicated watchers of Bravo’s Emmy-Award-Nominated Project Runway will be familiar with Krishnaswami’s scores for Bluefly.
“I knew when I met Jason as my client eight years ago at Saatchi that one day he would be a player in the industry,” Krishnaswami recalled, “We both think critically about the old ways of working, and have always together enjoyed bringing fresh ideas to the table.”
In an industry that has been known for some oversized egos, these two modest gentlemen have quietly made a name for themselves by developing high-profile projects, building a vast network of relationships, taking leadership roles, and simply appreciating their clients.
“When we work with Jason and Ravi, we know it will be a team effort,” states Bill Lane, Partner/Creative Director at McCaffery Gottlieb Lane (MGL), “From the concept stage to the development of alternate themes to the ultimate production of the tracks, Jason became my ‘partner’ – someone I could push and yell at and do all those dastardly things agency creative directors regularly do to music producers. Through it all, Jason listens with great ears, guides composers with keen understanding and comes through with award-winning work.” Lane continues, “Ravi has always brought our ideas — and those of the Bluefly client — vividly to life. If he could cook, I’d marry him.”
*Menkes and Krishnaswami celebrated at the Nokia Theatre in New York during Advertising Week V’s opening night event Monday, September 22, 2008, premiering the short film The Third Millennium: 2000 – Present, presented by The Association of Music Producers (AMP). Menkes co-executive produced the original musical score and the live performance by a 17-piece orchestra.