When Worlds Collide - EliasArts Rocks Commercials
June Caldwell
October 16, 2006
The fact that the EliasArts building on Main Street in Santa Monica was once Bob Dylan’s studio is just the tip of the iceberg of the many ties to rock ‘n’ roll that the legendary company can boast. Jon Elias, the founder of EliasArts, has produced albums for such rock luminaries as David Bowie, Grace Jones, BB King, Alanis Morissette, James Taylor, and Yes. In 1989, Elias recruited the entire Duran Duran lineup for his first solo album, called ‘Requiem for the Americas’. Very nice, but what exactly about the place gets these rock heroes, who hardly need the work or money, to join the unlikely ranks of the corporate world of advertising?
For starters, it’s the clients” Ann Haugen, Executive VP and General Manager of EliasArts tells us, “We have clients representing 700 of the Fortune 1,000. That’s the kind of relationship that attracts a Nic Harcourt.”
Bottom line, is this an ‘angel of opportunity’ offering talented new bands fresh hope for exposure and money - in a culture where even their biggest fans think nothing of downloading their music for free? Or is it a ‘pact with the devil’, using engaging music to lure the unsuspecting public into buying products for corporate profit?
Nic contends during a chat in his sound room at KCRW, “The kind of money that a band can make from a network TV commercial is serious. It provides great exposure, which is hard to come by with commercial radio restrictions. MTV doesn’t even play music any more! The old rock ‘n’ roll myths no longer always apply. When a band like Groove Armada or Apples in Stereo is put into a TV commercial, it’s a significant unique opportunity for the bands. And it’s an opportunity for me to do something creative in new territory.”
When asked the same question, Martin Pazzani, CEO of EliasArts answers, “It’s not a pact with the devil. That’s taking it too far. I don’t find anything negative about it at all. Someone might have said that years ago, but look at it now. Music has been an important part of the communication process for a long time. What’s so interesting now is music has a lot more applications than ever. In addition to TV, we have radio, websites and environments that can be sonified. We customized environmental sound for a train station in Paris, and all the sounds on the first ThinkPad.”
Not only attracting celebrities, Ann explains, “EliasArts has been used as a springboard for some. Our music supervisor found a fascinating artist off the streets, named ‘Dito’, and he became one of our top composers. Dito Montiel grew up in Queens and wrote a book about his life called ‘A Guide to Recognizing Your Saints.’ The book led to a screenplay. It got picked up and won Sundance Film awards. We did the music for the film. Jonathan Elias attracts all these people that want to be mentored by him. These guys came here because of his reputation.”
Nic Harcourt, in addition to not quitting his ‘day job’ at KCRW, also does film scores independently. “I love film. If I collaborate with the right person it can be fun.” Nic adds, “I’m working on a movie with Ben Affleck, his directorial debut. It’s called ‘Gone Baby Gone’. He’s a creative writer who’s made a living as an actor. Independent film is more collaborative than major studio movies, which makes it so exciting.” Is there any TV commercial project Nic Harcourt would refuse to work on? “Well, there are some I wouldn’t do,” he answers, “for example, because I’m a vegetarian. Everyone has their own opinion on that question. Times have changed, but you have to be careful what you represent.”
Rock and roll in the mainstream commercial world will continue to raise eyebrows - and some hard questions - but once worlds collide, clearly there’s no turning back.
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