A few years ago I was tasked by a tire company's ad agency to write and produce a bunch of rap/hip-hop ads for their ads and promotions that were aimed at young men who were their principal customers for a particular product. I rolled my eyes, thinking this was going to be a really boring and sucky experience. I was wrong. It was fun. And I mean, big fun!
Background: For many years, I've been present when voice-over talent was in a postproduction studio, reading the script over one of my tracks. Contrary to most folks' imagination, it's really voice acting, not just some person with a nice voice reading. Some VO people are amazing at what they can get out of a simple script, especially in terms of different emotions, different vibes, etc.
But I didn't equate that to rap music. I wrote some stuff, and the creative team wrote some lyrics, and we had some of the usual commercial music talent in to rap, and it absolutely sucked. I mean, it was horrible. It wasn't cool, it wasn't vibey, it was disappointing in every way.
But...I'm in Detroit, which is a hotbed of hip-hop and rap production.
So I called a friend who produced rap artists, and convinced him to lend me one of his artists to do this lyric. The guy came in, and looked at the lyric, that was perfectly rhymed and you'd think it'd be fine, and immediately rewrote it. All of a sudden, it was good. I mean, really good. Much more fun, much more in the vibe.
Then he went into the recording booth (I had one at my old studio) and started interpreting the lyric several different ways. A lightbulb went off in my head -- this was truly voice acting, exactly the way a very talented VO talent does that, only this was rhythmic and very, very musical. We finished within an hour of his arrival.
I was so blown away. When he came out of the booth I was beaming, the clients were thrilled, the session became a year-long campaign with the rapper getting a contract to appear live at auto races and perform!!
Sometimes what seems simple, isn't. It was a very good lesson for me.
Thanks, I appreciate the response. I'd stick with age old mantra of "if it's too loud, you're too old," but I seem to be the crotchety old man telling the neighborhood kids to turn their bass heavy car stereos down. Man, I hate that!
I'm too old regardless of how loud it is.