As SVP of creative at Prescription Songs — the publishing company home to pop singer-songwriters like Doja Cat, Kim Petras and Emily Warren — Sara Walker is used to getting a lot of licensing requests for ad campaigns with the same buzzwords: “upbeat,” “…with a build” and the old standby “swagger.”
So when the Covid-19 pandemic led to nationwide lockdowns in late March and a month of glum, piano-laden commercials, “the word ‘swagger’ certainly disappeared, which was a word you’d see in campaign briefs quite often,” she says. “Those first few weeks during the quarantine were maybe the only time in my almost 20 years of doing this where I didn’t see ‘swagger’ on a daily basis.”
With the live side of music on indefinite hold and international travel too complex to navigate, Walker and her counterparts at boutique sync agency Silo: Music huddled to see how they could pivot...
So when the Covid-19 pandemic led to nationwide lockdowns in late March and a month of glum, piano-laden commercials, “the word ‘swagger’ certainly disappeared, which was a word you’d see in campaign briefs quite often,” she says. “Those first few weeks during the quarantine were maybe the only time in my almost 20 years of doing this where I didn’t see ‘swagger’ on a daily basis.”
With the live side of music on indefinite hold and international travel too complex to navigate, Walker and her counterparts at boutique sync agency Silo: Music huddled to see how they could pivot...
- 9/24/2020
- by Andrew Hampp
- Variety Film + TV
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