Diederik van Middelkoop is the Executive Creative Director and partner at Amp.Amsterdam, a music agency specialising in sonic branding, music production and music supervision. His clients have included Samsung, Google, Nike, Adidas, Coca-Cola, Heineken, Audi, Qatar Airways, etc. At the 5th Play Media Day he will share with the audience what it is like to work with the world’s most powerful companies and the importance of music in advertising. The music supervisor for advertising campaigns and brand identity around the world is responsible for some of the most well-known global commercials. Finally, the regional creative industry will have the opportunity to meet this advertising genius.
Can you tell us more about yourself?
Van Middelkoop: I am the Creative Director and partner at Amp.Amsterdam, the sonic branding company. The love for music started when I was a little boy. I wrote my first song when I sat down behind my parents’ piano for the first time. My brother was already an accomplished musician, and it was only after he had left the house that I had the guts to put my fingers on the keys myself. He had been relentless in his studying the flute and piano at the Amsterdam Conservatory, all day every day. He was miles ahead of me as a musician. But: I touched the piano, and it touched me back. I feel blessed that I can now work with talented musicians every day, to make the world a better place with music.
How did you start out in advertising?
Van Middelkoop: A friend of mine had sent me a newspaper ad about a music studio in Hilversum (The Netherlands) looking for a music fanatic, as a researcher. I applied for the job, and after some really hard rounds of research – I believe there were some 150 candidates in the mix – I got the job. I very quickly became a producer, and ended up running the studio and the team.
You are currently Creative Director at Amp. Amsterdam. Can you tell us more about the agency?
Van Middelkoop: Amp.Amsterdam, The Sonic Branding Company, is a great collective of multi-talented people. We help brands to move at the speed of culture. We truly believe in bridging the gap between the world of ‘brands’ on the one hand, and the world of ‘music’ on the other. These worlds need each other, more and more, and we are there to make that synergy happen. Our partnership with Universal Music Group gives us unparalleled insights into global music consumer behaviour, as well as unsurpassed inroads into the world’s biggest music catalogue and artist roster.
How does music make advertising more memorable?
Van Middelkoop: Music makes everything more memorable, including advertising :) Only two things anchor in the emotional part of the human brain immediately, and incredibly effectively: Music (sound) and smell. As humans, we relate to music so strongly, in such a visceral way. Music lifts us up, knocks us down, makes us feel exultation, makes us feel sad, romantic, and so many other things. Pretty much any emotion can be fueled by the right type of music. Any form of inter-human communication – including advertising – making great use of its power, can be highly effective. This makes music one of the most powerful communication tools available to brands and advertising.
What has been the biggest creative challenge in your career to date?
Van Middelkoop: I think the biggest creative challenge has been the most recent job we’ve been working on for Audi‘s Super Bowl commercial. Advertising agency 72andSunny Amsterdam approached us at the end of last year with the request to re-record the iconic song “Let It Go” of Disney’s hit film Frozen, for a commercial of Audi’s e-tron® Sportback. Because of the unique partner relationship between Amp.Amsterdam and Universal Music Group / Disney, we were the perfect partner to take on the music supervision of the entire project. We are very proud of the result:
https://www.youtube.com/watch?v=WvEAklsAAts
What can people expect from you on Play Media Day 05 conference?
Van Middelkoop: I hope to give the audience an insight into the power of music for brands, in the broadest sense of the word. I will share international examples, successes and failures, some history, and thoughts looking forward. Our industry is changing rapidly, I have my views to share, and I hope they will be of some value. Sonic Branding is a huge trend, and worthy of acknowledgement. I will happily share some of Amp.Amsterdam’s experiences as a sonic branding company, our insights, and our predictions. What’s the number one piece of advice you have for young people in advertising? Aspire to be an honest voice in a realm that can easily be all false.
More details about fifth regional communications event Play Media Day available on www.playmediaday.com. Get your tickets on time, among more than 1000 participants from creative industry, with 30% off until 1st of April. See you on Play Media Day 05! Communication is endless!
