MUSIC+SOUND AWARDS TALK TO...
Sync Juror
Shai Caleb Hirschson
GINGER x MassiveMusic, Berlin
Creative Managing Director // Ads
February 2020
GINGER is the boutique think-tank to MassiveMusic’s international garrison. The Berlin-based extended arm of international creative music agency MassiveMusic focuses on a local approach for the German market. GINGER x MassiveMusic has that unique, crafty touch that goes beyond the advertising industry’s current status quo, by offering agencies and brands new ways to experience the musical side of their stories.
Here we have a quick chat…
Can you give us a little run down of your career path to date, and how you got into the industry?
It was the summer of ‘94 when I discovered my Grandad's drum kit in Las Vegas. It was at that exact moment that I got hooked on music. Many years, many bands, many shows and many tours later, I opened my studio in Cape Town, South Africa, focusing on bespoke compositions for commercials. After successfully being ranked among the top 3 studios in the country, I set my sights abroad in search for more. I joined a company in Germany and worked my way up to leading the music department after 6 years. This was the right time to do something I’ve always wanted which was opening my boutique international music agency called GINGER. Shortly after that, I teamed up with MassiveMusic, and became what is now known as GINGER x MassiveMusic, the boutique offering to MassiveMusic’s international garrison.
How do you help agencies and brands think about what music is right for them?
We like to get hands-on with the creative force whether it be the Creative Directors or the Directors themselves. We work closely with agencies and brands alike to discover their unique sound and how best we can translate that into something that will blow your socks off and stand the test of time. This is very much an open dialogue and a sort of tapping into each other's creative ebb and flow, which then really begins to build a strong vision for how we should create music that aptly suits the brand. A brand can have various ways by which it tells its tale, and we’re responsible for creating this journey through sound and music.
Have you worked on anything in the last few years that you’re really excited about?
The last year and a half has been a rollercoaster joyride of amazing work. I’m extremely proud of the work we did for RIMOWA, AUDI & VW in particular. Great above-the-line campaigns with either awesome urban street cred, full-on edgy bangers, or simply fine commercial appeal.
Have you noticed any particular trends currently in terms of what type of music is being sought?
There was recently a trend of a somewhat urban appeal which popped up and, just as fast, has faded. There is a tendency toward a large use of real instrumentation based on the idea that ‘story’ should drive pictures, in the same sense the music relating to said story should be of realness. I notice a lot of interesting close mic'd recordings being the ‘organic now’.
Roughly, what tends to be the split between commissioned, original music vs. existing tracks?
This totally depends on the actual brand and how they utilise music for their target audience. Some brands believe in originals, some in reinterpreted covers of existing pieces or simply the existing track. In our current day-to-day work we’re mainly focusing on bespoke compositions.
Are you seeing more clients wanting to focus on developing partnerships with bands / artists?
I think that is an ever recurring trend and will always play a role in the advertising game. That’s what we see with our MassiveArtists offering. It has great benefits for both parties involved, and can give an edge to a certain product for which the artist is advertising. On the other hand, there is something a specifically composed bespoke piece can do which does not for any reason need a well-known name behind it. It completely depends on the client, and there is no moving trend at this current time.
And lastly, what will you be looking for when judging The Music+Sound Awards this year? What will make a piece of work stand out for you?
Realness. Originality. Honesty. Heart.
Perfect. Thanks Shai.
Read more about Shai and GINGER x MassiveMusic here: gingerxmassivemusic.com
