22 May 2012 - 0 Comments
After several months of trials, music publisher Native Tongue is launching Live Library – a new service developed to meet growing requests for fresh and original locally composed production music.
For not much more than the cost of a generic production music track, New Zealand advertisers and content producers can now get something unique and original from NZ songwriters including Greg Johnson, Ben King (Goldenhorse), Wayne Bell, Ryan Beehre and Paul Dodge (Minuit), Richie Setford (Batucada Sound Machine, Bannerman), Steve Abel, Sonya Waters (White Swan Black Swan), David Kilgour, Conrad Weddes, William Ricketts and Richie Singleton (The Phoenix Foundation), Karl Steven and Claire Cowan.
Native Tongue General Manager Jan Hellriegel says that at the lower end of the market “you have the quite sterile, paint by numbers music coming out of what are essentially offshore music factories. It’s all same-same and a bit soulless really, and actually it’s not even particularly cheap. At the other end you have a handful of local music production houses composing one-offs for mainly big brand commercial clients. Live Library will slot happily in between.”
Native Tongue, as New Zealand’s largest publisher of original New Zealand music, and with dozens of the country’s best known songwriters in its stable, is ideally placed to provide such a service.
“These people are working musicians. They’re passionate about their art and they love nothing more than writing and making music. And of course, they like earning a living from music too. They do have downtime between personal projects and touring and so on, and you can’t turn the creativity off! With Live Library, we’re tapping into all that talent.”
With the Live Library model, agency and TV clients provide a brief to Native Tongue which is passed on to musicians most suitable for the project.
“They may have something already produced they think would be perfect for the brief, or else they’ll go into the studio and put something new down. They come back within a set time with a submission, and we take it from there.”
Live Library will only charge a fee when a track is licensed, and the client gets exclusive use of the track. “You won’t hear ‘your’ music suddenly popping up on someone else’s ad.”
Hellriegel says she’s excited by the prospects for Live Library in New Zealand.
“We’ve been field testing this for quite a few months now and it works brilliantly! We have some very happy clients and equally satisfied musicians.”
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