Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ekrem Dupanović
This week’s theme is dedicated to music in advertising. We asked four composers and sound designers to give us their answers to three questions related to their work in advertising.
Our first guest is Nemanja Mosurović, a composer and sound designer. His professional commitment is composing music and finding solutions for various forms of video content. Film projects, documentaries and advertising with all their variations intertwine here. In 2006, together with Nevena Glušica (composer) and Aleksandar Protić (sound designer), he founded a studio, which for the first time brought together all the elements and creative processes related to working on music and the complete sound image of an audio-visual work. This was particularly important in the field of advertising where there was a great need at the time for a more serious system in this area.
Nemanja composes music for films and documentaries, TV series and theater plays. Annually, on average, he makes music for 60 to 70 TV spots. In the last two years he has done the music for the Schwepes global campaign, the European campaigns for Fanta, Staropramen and Nescafe, as well as for Ikea, Telekom Slovenia, Telenor, Mts, Vip, and others.
MEDIA MARKETING: How much is music in advertising appreciated today?
NEMANJA MOSUROVIĆ: Music in advertising is an inseparable part of the overall impression. No one uses music in advertising because they love music, but because music definitely works! In this sense, music is highly appreciated. Anyone who has had the opportunity to see the same ad with different sound themes knows what I’m talking about. Music, as a form of time, comes in touch with the most important elements of each spot, which are the rhythm, metrics, emotional layering, stylistic definition, etc. I can freely say that music in today’s advertising is more appreciated than in the period before the intensive use of the internet. Today’s creative directors, the entire creative sector and producers, are all usually very well informed and have their own idea of what a good musical choice is. At one point, it bothered me that everyone gets so attached to some musical references of their own. This made it difficult to compose and to try something completely new and free, but over time I realized that this is normal and that it is the way music is listened to. People get attached to music and that’s how things are!
MEDIA MARKETING: From where do you draw your inspiration? From clients’ briefs, the ideas of the creative director, or is it all a matter of talent and experience?
NEMANJA MOSUROVIĆ: Inspiration is the most respected amateur excuse. In life you can wait for something to happen or you can take matters into your own hands, and it’s the same with inspiration. The most useful part of the preparations is simple open talks through which the idea is communicated without having to make a good impression, without hiding ignorance or encumbering the whole project with unnecessary fears or ambitions. The truth is that anyone who works frequently asks themselves “will I be able to do this”, but in time you get to know yourself and learn to move on this “map” quite well. We should work every day. Anything we do every day, we do well!
MEDIA MARKETING: Is there a work you are most proud of?
NEMANJA MOSUROVIĆ: When you work a lot you get less attached to things you make. It doesn’t mean very much to me when I make something that I’m satisfied with impulsively or almost by accident. It means a lot more to me when I know that I can do something whenever. If you tame the vanity so that it doesn’t threaten you, but even helps a little, and when you open yourself up to everything that you don’t know, you can be proud, and the works will come on their own.
At this link you can hear some of the sound works by Nemanja Mosurović.