Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Today we end our short series of pieces dedicated to music in advertising. Our interviewee is Duško Šegvić, composer of music at the Sarajevo based agency Fabrika.
Duško Šegvić (1978) is a composer who entered the music and film industry in 1997. He works as a composer, producer and orchestrator for film, television and commercials. Various influences from his early days have been fused into the music he composes for different genres and formats.
Duško made his feature film scoring debut in 2004 for the film Hell (L’enfer) directed by Academy award winner Danis Tanović. This was his second collaboration with the Academy award winning director, after previously working on his 11’09”01 – September 11 movie in 2002.
His music has been featured in well known tv shows , documentaries and events, such as Oprah Presents Master Class (by Oprah Winfrey), David Blaine’s Real or Magic, Keep a Child Alive by Alicia Keys, Honda – Dream the Impossible, Expect Amazing Qatar 2022 – Zinedine Zidane, USA Network Character Approved , etc.
In his work on movies, documentaries and commercials he has collaborated with eminent directors and artists including Alejandro Gonzalez Inarritu (Academy Award winner), Danis Tanović (Academy Award Winner) , Ivan Zacharias, Derek Cianfrance, Joe Berlinger (Academy Award nominee), Goran Bregović etc.
In the international advertising world, Duško has created original music for renowned clients such as Apple, Google, Mercedes, Coca Cola, Honda, BMW, Subaru, Nike, Mtv, Mtv Games, Ford, Volkswagen, ONE57, Pepsi, Smirnoff, Mitsubishi, Verizon, Dodge, Reebok, Gillette, DHL, Tribeca Film Festival, and many more.
MEDIA MARKETING: How much is music appreciated in advertising today?
DUŠKO ŠEGVIĆ: Depending on the area in which you work, music has a different meaning and importance. Our clients (generally in the Balkans) do not attach great importance to music while, for example, in America or elsewhere in Europe, music has a huge role and thus the work and competition are at quite a different level. Clients here generally accept the default option, while foreign clients – or rather music production houses that communicate with the agencies – ask for an average of ten compositions for a presentation. And these ten compositions are selected from several composers who have probably written five or six pieces for the project. Then, very often the direction changes, and you work again, until finally the “winning” composition emerges, which is when the real work on it starts. And it may happen that you make up to 12 revisions of the same composition until the client is satisfied. The selection of music for a project is usually approached meticulously and it’s given the same importance as the picture.
MEDIA MARKETING: From where do you draw your inspiration? From client briefs, the ideas of the creative director, or is it all a matter of talent and experience?
DUŠKO ŠEGVIĆ: Sometimes I draw inspiration from the video, if the project is at a later stage, and sometimes I exclusively use my experience or the basic idea of the brief. It’s vital to know the tastes of large brands that already have established musical tastes.
When I get a job, for example for Apple, Google or Mercedes, I know how they “sound” and I already have knowledge and experience that helps me, so I don’t have to start from scratch. Before a client listens to a presentation and the musical options offered, my work is “filtered” through the experience of the creative director and music producer who often have suggestions that I apply so that the music will have more impact and be more attractive for the client. .
MEDIA MARKETING: Is there a work you are most proud of?
DUŠKO ŠEGVIĆ: I generally believe that my success was in being able to work for all the major brands that rule the industry today, and to work with some great artists, famous filmmakers, celebrities, music producers, etc. One of the pieces that I always happily remember was on the soundtrack for the Oprah Winfrey show Oprah Presents Master Class.