Despite what you may think of him Sir Martin Sorrell is a very clever man, he wouldn’t be the global emperor of Adland if he wasn’t. It is for this reason that I am surprised at his choice of partner for WPP’s new music venture KidinaKorner. If you don’t know who Alex ‘Da Kid’ Grant is, he’s the pop mastermind behind providing the production to compliment the former provocateur and enfant terrible of pop-culture Eminem’s transformation into ex-junkie motivational speaker and MOR purveyor (i.e. ‘Love you the way you lie’ and ‘I need a Doctor’). He’s also produced some low impact chart-filler for high tier popstars such as Rihanna, Nicki Minaj, B.O.B. and Imagine Dragons (yeah those guys who Kendrick Lamar shat all over his current credibility in collaborating with).

Speaking about the venture Da Kid has stated “Music is extremely powerful and plays a very important role in people’s lives, connecting them to a moment that is uniquely personal. Unfortunately, it can often be the last thing to get attention when programs are being planned. KidinaKORNERCreate offers a new model, bringing music to the forefront of every level of the creative process; planning, strategy and execution. This approach will create more substantial and meaningful engagement with the audience.” This in itself is a fantastic, profound observation which some parts of the industry have started to pick up on.The question is whether Alex Da Kid is the right person to do this. SMS has called the producer ‘ a genuine innovator’ which, in the age of Kanyes, FKAs, James Murphys, Beyonces, Jamie XXs, James Blakes, Diplos, Tylers, ASAPs, Skeptas, Arcas, Bjorks is pretty laughable. Creative Directors, Planners and Account Handlers shouldn’t be rushing to soundtrack beautiful ads with crossover tunes which sound like they’ve been thrown together from existing loops at the last minute. I am not arguing that an established producer should be sidelined for some obscure soundcloud based minimal tech producer or ‘proper’ indie band. I am arguing that more thought should be given to selecting a partner with a real in-depth understanding  of popular music, culture and trends- and most importantly what constitutes ‘cool.’ Far be it from me to shit all over an idea without suggesting an alternative so here are my pics for a better partner in this venture:

A.G. Cook

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Kicking things off with the wild-card here, AG Cook- PC Music’s benevolent leader has a history of working with brands such as Illamasqua form whom he provided Art Direction for the company website and complied a tailored playlist and the Red Bull Music Academy who have been heavily involved in the label’s live shows. Despite making his name as a pop and dance producer, Cook’s tastes (past and present) have been wide-ranging citing Hudson Mohawke, David Guetta, Scritti Politti, Captain Beefheart, UK Garage, Girls Aloud, K-Pop, Frank Zappa and Cassie. Cook is also a good fit due to the nature of his music, unlike the broader consensus among artist, he seems open to working with brands and engaging more with the capitalist music machine. With a production style that apes commercial pop and a growing portfolio of high-level collaborations including Charlie XCX, Cook interrogates our commercial reality and is fascinated by the concept of artifice.

Pros: A history of working with brands, embraces commercial realities of music industry and has a seemingly wide understanding of popular music and culture.

Cons: Resides over sometimes controversial and divisive roster of artists and might lack music and advertising industry leverage being somewhat marginal at this stage.

Dev Hynes

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As the darling of the now R&B-friendly blogosphere and indie critic circle, the eclectic Dev Hynes has been through several musical incarnations. Starting as an indie and folk artist under the name Lightspeed Champion before moving on to post-hardcore and Dance Punk with the short-lived Test Icicles, Dev Hynes has since plateaued with his creative re-imagining of 80s New Wave and alternative R&B as Blood Orange. Despite these varied alt credentials Hynes remains a go-to songwriter and producer for everyone from Britney Spears, Diane Vickers and The Sugababes to more critically acclaimed artists such as Theophilus London, FKA Twigs, Solange and Heems. Hynes clearly has a broad knowledge of various types of music posting videos or everyone from Michael Jackson to Ice Cube to Oasis to Talking Heads to John Cage on his Facebook page. He is also something of a style icon with his interpretation of 80s normcore style making him something of an icon.

Pros: Connected to a wide range of artists across genres, proven and varied track record of creativity and deep knowledge of different types of music.

Cons: No significant experience of working with brands aside from appearing in a GAP Advert alongside Evian Christ and Kelela.

Emily Haynie

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New York’s Emile Haynie cut his teeth on the obscure Hip Hop releases of C-Rayz Walz, Cormega and Obie Trice before falling in with bigger names such as Raekwon, Ghsotface Killah, The Roots and Kid Cudi. Since then he has expanded his production credits across genres to work with Lana Del Rey, Fun, Linkin Park, Rufus Wainwright, and Lykke Li with many of the aforementioned appearing on his solo debut We Fall. This eclectic mix of collaborators from Brian Wilson to FKA Twigs to ASAP Rocky plus the fact that he has a history of brand ownership after launching the now defunct label DreamOn with Kid Cudi and Plain Pat makes Haynie and ideal candidate.

Pros: Well connected and with a proven track record of producing records across genres.

Cons: Probably working on various projects as we speak, likely to be unavailable for the foreseeable future.

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