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“Music Is the Backbone of Culture”: How MAS Unlocked the Secret Weapon to Amplify Brand Relevance

09/11/2022
Music & Sound
New York, USA
415
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Music and Strategy partners Gabe McDonough and James Alvich tell LBB’s Adam Bennett how connecting through rhythm and melody drives utterly unique results for brands

Between them, if there’s something that Gabe McDonough and James Alvich don’t know about the world of music and communications, it’s likely not worth knowing. 

Since MAS (Music and Strategy) was launched in 2011, the company has expanded to touch virtually every aspect of the sonic universe. Whether it be original musical compositions, sound design, final mix, licensing and negotiation, or even throwing concerts across multiple cities, MAS has a depth of experience that covers it all. Underpinning the company’s work, however, is a simple and unwavering dedication to music. Not just its power to move the needle for brands and shape culture, but something more profoundly human than that. Something that, as its core, is just plain fun

Increasingly, there’s a sense that MAS is a company which is building up some serious creative momentum. In order to find out more, and learn what makes this musical ideas factory sing, LBB’s Adam Bennett sat down with Gabe and James… 


Music’s Cultural Magic

“I really do believe that music is magic”, says Gabe. “If incredible sounds are going into our ears, it doesn’t matter who’s broadcasting them. Great music will always move people”. 

Likewise, James maintains a deep admiration for all things musical. “We always say that music is the backbone of culture”, he says. “If a brand wants to really connect on a ‘vibe level’ with culture, doing music right is one of the best ways to deliver”. 

There’s little doubt that James and Gabe are serious about that philosophy. It’s partly why MAS has become a custom sound partner for TikTok, perhaps the home for culture-shifting music in 2022. Over the past eleven years, the pair have been working alongside the growing team at MAS to prove the value of their approach with some of the biggest clients imaginable - and on the biggest stages, too. 

“Working on three Super Bowl spots last year was a real moment where we felt like we were exactly where we should be”, recalls Gabe. “Executing complex creative asks and high profile deals, with no room for error, and smack dab in the middle of the biggest pop culture moment of the year”. 

Above: Nissan’s explosive ‘Thrill Driver’ spot from this year’s Super Bowl, created in collaboration with TBWA\Chiat\Day New York, is a recent highlight of Gabe and James’ work. 


To get a full perspective on how MAS has evolved into a company capable of putting out multiple Super Bowl spots in one year, it’s worth charting the company’s story from its origins. 

“When I first started MAS, I would make frequent trips to Chicago to showcase our capabilities”, recalls James. “One of my favourite stops at the time was at Leo Burnett to sit with Gabe and his team. We had a great rapport, so when it came time to find a new partner, it was a given that it would be Gabe”.

After the pair joined forces to head up MAS as partners in 2015, the company has gone from strength to strength. As Gabe - in classically understated fashion - puts it, “it’s the longest job I’ve ever had!”. 


Working in Harmony

Apart from the slew of stellar work, perhaps the greatest symbol of the company’s strength is its team. Across MAS’ musical supervision team there are five grammy nominations - but it’s the talent just as much as the pedigree which makes the partners most proud. “Clients and their needs come in all shapes and sizes, so it’s all about having access to the broadest spectrum of talent that we can to serve them”, notes James. “Gabe Hilfer with his Grammy noms is going to bring a certain level of thinking to the table, but it’s equally valuable to have access to the point of view of someone who’s fresh out of college like our producer and composer Maddy Kong. Everyone on our team has something to offer, and the combination of all of us working together is what gives us our edge”. 

Above: The music supervision team helped to source Natania’s ‘Confidence’ as the perfect track for this ad promoting Instagram Reels. 


As if to underline their commitment to culturally impactful music, the studio also recently partnered with Nicholas Britell, the world-renowned composer behind Succession and, more recently, Disney+’s critically acclaimed Andor. Excitingly, this collaboration with MAS represents Nicholas’ first step into the commercial world. 

“Nicholas has proven he can move culture with his music in a big way”, says Gabe, “not only with his work in TV but also having composed the soundtracks for feature films like Moonlight and Don’t Look Up. Certain folks have the secret sauce and Nicholas is one of them. Brands recognise this and value it”. 

Above: Disney+’s Andor, based in the Star Wars universe, has won critical praise for the way it depicts and reflects modern societal ills through the lens of its sci-fi setting. 


For MAS, the road to success hasn’t been without its bumps and detours. But it’s refreshing to hear from the partners how the trials and tribulations that come with starting up a fresh company have directly contributed to the powerhouse that MAS is becoming. “Over the course of the last 11 years, there have been plenty of lessons learned - though I do my best to make sure I learn them at the first attempt”, laughs James. “I like to think that the combination of all those lessons is what has led MAS to where it is today”. 

Looking forward, one thing that seems certain is that the pair’s appetite for music will remain undimmed. Despite being surrounded by melodies on a daily - even an hourly - basis, Gabe shares a secret weapon in ensuring he’s always approaching his craft with an enthusiastic mind. “I strive to listen passionately rather than ‘productively’”, he says, “I allow myself time each day to listen to whatever moves me, rather than sounds related to a project or that are ‘great for ads’”. 

As far as James is concerned, that open-mindedness for new music is baked into who he is. “I read a study that found that people stop listening to new music at or around 33 - that is categorically false for me personally”, he says. “New music is what drives me, and I love hearing or reading about new artists and the music they create. Happily, there’s never a shortage of inspiration”. 

Ultimately, that’s what makes MAS’ work stand out and move that all-important cultural needle. James and Gabe’s approach, driven by passion and curiosity, ensures that their music isn’t simply good for ads - it’s good full stop. For the rest of us, all that’s left to do is sit back and listen.

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