To express the heartbreak of clients choosing ‘generic’ demo tracks over original pieces, Toronto’s Grayson Music and creative agency Sid Lee curated a song titled ‘Demo Love’. The audio house’s new self-promo blends melodic R&B, moments of distorted trap, and playful lyrics to express how they feel when demo music is selected over a carefully crafted piece.
The idea came from Sid Lee who was instrumental in creating the lyric video and cover art for the track. “Every creative has had this experience,” says Ryan Speziale, senior art director at Sid Lee in Toronto. “A demo track gets played over and over during pre-production or in the edit, and people start to fall for it. Then we thought, if this happens to us, it must happen to audio houses all the time. We called Mark, and things took off from there.”
“As soon as we heard this idea, we knew we had to make it,” says Mark Domitric, director and partner at Grayson Music. “Everyone here is really passionate about making original music. We wrote over 50 versions of this song and ended up with this fantastic piece from composer Jason Juliano.”