Chloe Raynes’ (G ’11) music supervision company/music website BuzzChips is making headlines with her recent work on an ad campaign for Harman Kardon audio and Buick. Raynes had never worked on an ad campaign before, but her instincts were spot on. Both clients, along with ad agency Digitas, chose one of the first bands that Raynes pitched, and on November 9 her work was featured on Billboard.biz. Read the article here. VELOCITY sat down with Chloe as she preps for the BuzzChips Presents show on December 10.
How and when did BuzzChips get started?
I came up with the concept for BuzzChips after interning in A&R and Music Supervision and coming to the conclusion that something was missing in the world of blogs and streaming services in terms of efficient ways to find music.
I decided I wanted to create a site that would feature artists that were popping up on the best music blogs, and also have a database of artists that would allow people to discover music using specific parameters. So, in addition to pages of the site that feature “buzzing” artists, the database allows users to search for artists by genre, location, whether or not a band is signed, and what other artists a band sounds like. So if you want to find a band that sounds like the Black Keys, is from New York, and is unsigned, you can do that on BuzzChips. The site is unique in that it’s a great tool for music professionals who need to find artists with certain attributes, as well as music fans who want to discover new bands.
In my last semester at NYU, I decided not to do an internship and instead use that time to build the website/database. I spent over 6 hours every day listening to music and categorizing it. I also worked extensively with my web developer on the design and flow of the site.
How did you get involved with Digitas for the Harman Kardon/Buick project?
I got involved with the Harman Kardon/Buick campaign because I knew a producer who worked at Digitas – they liked the website, and trusted that I had the experience and taste to help them find what they were looking for, so they gave me a chance, and it ended up working out really well. I pitched and worked with them for around two months.
Why did you think Hellogoodbye was a good choice for the ad?
Hellogoodbye was actually one of the first bands I pitched. I ended up pitching a number of different artists so that the agency and the clients could consider different genres, looks and sounds. Hellogoodbye was a clear choice for this in my mind, first and foremost, because they are talented, have a great sound, and strong identity – for these reasons, they also have a solid fan base, and I knew they would be up for the challenge of writing and recording a song in a short period of time.
This being your first music supervision job in advertising, how was it different from your normal work with film?
My first jobs in music supervision were with indie and student films. While I was at NYU, I worked with some very talented students in the Film & TV M.F.A. program at Tisch, and I continue to work with students there. I would say the main difference between music supervision for film and for advertising is that the purpose of an ad campaign is to sell something. However, in my Colloquy I actually discussed at length the increasing production value seen in television advertising campaigns, representing a trending migration toward visuals that look like mini-films. So in that way, it was similar to working with music for film; the main difference with this particular project was the fact that the band would actually be appearing in the video as a central component of the concept.
Did you face any challenges in this project?
The biggest challenge with this job was working with two clients. Because the two brands represent different things, part of my job was to pitch artists that met the needs of both. Ultimately, everyone was very happy with the end product.
What’s next for BuzzChips?
The next big step for BuzzChips will be the addition of a streaming component. I’ve been working with my web developer and a lawyer to develop a way that music can be streamed directly from the site and organized into a playlist. This will hopefully make it easier for people to listen to bands featured on the site.
Be sure to check out BuzzChips Presents at The Living Room on Saturday, December 10 at 8pm, featuring up-and-coming NYC indie bands Psychobuildings, Team Genius, Cultfever and Swear And Shake.