Frank Garcia, Guila Magaldi and German Rivera Hudders, students from New York's branch of Miami Ad School, recently produced this piece for Pandora (a free online music/radio service that has annoyingly been unavailable in the UK ever since just after I got addicted to it... sigh).
We caught up with the students behind this piece to find out more about what inspired this idea.
How did you think of the idea?
As creative people we are always thinking of stuff. It could be advertising, it could be a gadget, a show, or just what if the world stopped spinning. One of the topics we kept coming back to was the wasted talent in the subways. And we started concepting on our own around that. Then, as if serendipity was all too real, we got a brief that was as simple as it was ambitious – we were asked to help a brand save one aspect of the arts. And what we chose to save was subway musicians.
We were all pretty new to New York and one thing we all had been impressed with was the subway musicians. It baffled us how so many of them had so much talent, usually a lot more than the ones on the radio. As music fans we get really frustrated with the music that’s available out there on the radio, and the monopoly of the big record labels. So we decided to do what we wish we could do if we had the power to do it.
It just felt right, when people think about starting a station to listen to both music they love and discover new music, they think Pandora. Their Music Genome Project is really the best at discovering new music that you might like.
What was it like winning awards for it? Did you think it would win?
We always had high hopes for it, but by high hopes we thought we’d get a finalist in one award show and maybe some praise from professors and advertising professionals that really like music. We never thought we’d get a Gold Clio, an Applied Arts and a One Show merit. We’re really happy with how people responded and we’re now trying to reach out to Pandora to see if we can make it for real. Anyone that wants to help can jump aboard.
In hindsight, is there anything you would change?
Everything can be better. We all know that in competition briefs they set really strict parameters. Of course we had so many executions for the idea, radio spots, guerilla marketing, and digital activations. But in the case study we had to focus on getting the idea through and filling any holes the judges might find in the concept. It’s not easy. When you are a student you are a more vulnerable target for people to discard your ideas. If they find a tiny loophole, they can tear the concept apart.
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