Music Is !

June 18, 2008

NEW YORK–(BUSINESS WIRE)–Music is Rebellion, Music is Adrenaline, Music is Therapy, Music is Freedom. Fuse, the only cable television network dedicated to music, has launched a $15 million dollar advertising campaign, “Music Is,” tapping into consumers personal and emotional connections with music and unveiling its new tag line, reminding them to “Get Your Music On” Fuse. The campaign, developed by The Brooklyn Brothers, features work by six Blacklist (a Psyop company) directors each illustrating their own personal connection to music using various mediums, including photography, animation and CGI, among others.

“As the only home dedicated to music on television, we believe the ‘Music Is’ campaign will resonate with our viewers, reminding them of the role music plays in their lives and encouraging them to tune-in to Fuse to experience some of their favorite artists from the world of rock, pop and hip-hop,” said Kristin Dolan, SVP, Cablevision.

The campaign features nine different print executions and six different broadcast spots, each created by a different artist and director, including Shepard Fairey who created the famous Obama Progress political poster. Each artist and director was chosen based on their familiarity with Fuse’s 18-34 year old target audience and their love of music. They were each provided a series of words, a corresponding color palate and given the freedom to create a message highlighting what music means to them, emphasizing their own personal, individual connection with music. The result: a series of thoughtful, provocative and moving images, music and words underscoring the emotional connection of music. In addition to television and print, this campaign will be supported with targeted online outreach and out-of-home. It will also have a dedicated presence on www.fuse.tv that will emulate the campaign’s artistic approach and further engage the target audience with an interactive experience. The launch of this campaign compliments a new on-air look and feel which represents the diverse, unique and very personal world of music.

Music is Adrenaline

This film captures the intensity of music. How it makes us move, how it accelerates our heart-rates, how it makes us bounce up and down, twist, turn, gyrate, groove. In a world created by New York Director David Lobser where Barbarella goes to a Rave, we see a host of dancing girl aliens that dance, faster and faster, each one in perfect synchronicity to an individual instrument.

Music is Joy

Some music just lifts you no matter what your mood. It carries you up on its tempo and makes you tap your foot and smile. Like moments in life, music can capture the ecstasy of life. This film takes the exhilaration of crowd surfing and actual surfing and melds them into one. Crafted by Welsh directors Holbrooks, our surfer is literally carried on a wave of hands.

Music is Therapy

Sadness can color your world. It can make the whole world seem lifeless and underwater. In this beautiful film by Brazilian Director Cisma we see a girl literally drowning in her own tears. Her whole world is consumed by her sadness. Yet through the power of music we see the water begin to ebb. As the tears subside a gentle smile flickers on her face. Through music she is able to endure her suffering and rise above it.

Agency: Brooklyn Brothers
Art Directors: Stephen Rutterford, Clarrisa Vallaeys
Writers: Guy Barnett, Mike Pierantozzi
Agency Producer: Shana Bellot
Production Company: Blacklist
Blacklist Executive Producer: Adina Sales
Blacklist Producers: Rich Rama, Karen Lawler
Director: Cisma
Executive Producer in Brazil: Paulo Schmidt
Production Coordinator: Thais Freire
Storyboard artist: Renato Blaschi
Animatic: Alfredo Hisa
Assistant director: Carolina Campanelli
On set art director: Ana Paola ottoni
Dir. Photography: Ching C. Wang
Production director: Juliana Borges
Wardrobe: Silvinho Monteiro
Make-up: Gislaine
Casting: Flavia Cocozza
Special Effects: Martao
Pos-production producer in Brazil: Cristiano Meira
3D Artists: Gustavo Braga, Felipe Sabino, Mauricio Lobel, Edivaldo Souza, Thiago Rodrigues Batista, Elvio Cavalcante
Rotoscopy: Marcio Martins, Rogerio Merlino, Edson Costa
Flame Artists: Parana, Diogo Castro, Fabio Cristiano de Oliveira, Henrike Delgado, Ricardo Costa
Toolkit: Autodesk Maya, Flame, Smoke, After effects, Avid , Final Cut Pro
Music: “Don’t See the Sorrow” Au Revoir Simone
Music Supervisor: Matt Friedman (Amber Music)
Exec Producer/Head of Music Supervision: Patrick Oliver (Amber Music)
Sound Design: Audio Engine
Engineer: Carl Mandelbaum
Sound Design: Carl Mandelbaum, audioEngine
Sound Design: Gloria Pitagorsky, Executive Producer, audioEngine

Music is a Balloon

Sometimes music can be a barrier. We enclose ourselves in music. Equally, it can lift us away from the trials and tribulations of the daily grind. Listen to a song and instantly you can shake off the shackles of everyday existence. You forget about your job, the commute, the arguments and the crowds. In this metaphor created by Swedish director Pistachios, we see a young man rise above his day and watch him as he is transported through song.

Music is Time Travel

Every song takes us back to a specific moment. The place where we first heard it, who we were with, it even returns us to the mood we were in at the time: as powerful as the sense of smell, music has the ability to let us travel through time. In this film West Coast Directors Nanospore take us back to the moment when the birth of hip-hop first transformed a young man. His journey takes him past all the important milestones and back again.

Music is Soulmates

Nothing brings people together like music. Strangers become friends, friends become lovers. If you share a love of a band or a particular song you have a bond that will last forever. In this film by Miami-based director-team Friends With You, we follow the story of a puppet. He is alone in the world and feels that no-one is like him. Yet through music he is able to find his soulmate.
Agency: Brooklyn Brothers
Art Directors: Stephen Rutterford, Clarrisa Vallaeys
Writers: Guy Barnett, Mike Pierantozzi
Agency Producer: Shana Bellot
Production Company: Blacklist
Blacklist Executive Producer: Adina Sales
Blacklist Producers: Rich Rama, Karen Lawler
Directors: Friends with You
Friends With You Producer: Dan Ruth
Co-Director/Editor: Orilo Blandini
Online: Julian Manzelli
Toolkit: Final Cut Pro, After Effects
Music: “Question” by The Old 97’s
Music Supervisor: Matt Friedman (Amber Music)
Exec Producer/Head of Music Supervision: Patrick Oliver (Amber Music)
Sound Design: Carl Mandelbaum, audioEngine
Sound Design: Gloria Pitagorsky, Executive Producer, audioEngine