Creating the Music for One of the Largest Crowdfunding Campaigns in...

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Creating the Music for One of the Largest Crowdfunding Campaigns in History

Looking back, this was just any regular gig. The technology was really neat, it was a product video for a startup to me. I was working with them to help push forward their Kickstarter campaign. I had in mind their previous success still holding the highest funded Kickstarter campaign.

Kickstarter Campaign Video

Process and Breakdown

Essentially, the campaign is to introduce new products building on their first Kickstarter crowdfunding campaign. This was a complicated scenario because they wanted to show all of these different uses and lifestyles for the watch. There is indoor in an office, at home, going to coffee shop, jogging, biking, swimming, etc. Musically that's a complicated ordeal. We have to do a lot of problem solving as music composers and often figuring out the skeleton of the changes helps start.

In this case, there are several pieces within one continuous piece of music. This means instrumentation, orchestration, mixing, meter, tempo changes all over the place and it still has to sound a high level of commercialism. Imagine having a groove at 4/4 going for a minute and you have to now find a way to transition to something slightly faster and have a bar of 3/4 before you get to it. You have to find crafty ways to do this. Take note of the changes.

0:00 - Part One: Introducing Pebble
0:45 - Part Two: Swimming
1:24 - Part Three: Walking
1:51 - Part Four: Casual Biking
2:24 - Part Five: Coffee Shop
2:48 - Part Six: Jogging
3:44 - Part Seven: Office with Founder
4:12 - End: Hit and Tail on Products

This is what separates composers for film and media from the rest of music for music's sake.

If one has to create these practical, mathematical, or perceived changes to music to make it "work" around picture changes it's a weird hybrid media. Keeping it