Case Studies

Case Studies

NIKE

CLIENTNIKE

CLIENT: NIKE NYC

BRAND: NIKE

PRODUCTION TIME: 3 DAYS
Listen to the Demos

OBJECTIVE:

  • To create an NYC Boom Bap soundtrack to score this film highlighting New York Giants running back Saquan Barkley.

PROCESS:

Boom Bap is a part of the life blood of FSMG. Artists like Madlib, JDilla, and DJ Premier are heroes a lot of us have in common, so when the team at Nike NYC tapped us to collaborate on this film and referenced the godfathers of Boom Bap, needless to say we were HYPED.

We began by sending album tracks from our own B.Keyz, The Lesson GK, Xucrut, Deraj, Jerk, and Isak Gaines as potential options. While a lot of these album cuts worked well, the creative team was curious to hear what some custom music scored to the picture might sound like. In true Fulton Street fashion, we hired the artists who were authentically making records in this genre to create something custom.

NIKE - “SAQUON BARKLEY AIR TRAINER 3”

CLIENT: NIKE NYC

BRAND: NIKE

PRODUCTION TIME: 3 DAYS
Listen to the Demos

OBJECTIVE:

  • Create an authentic NYC Boom Bap soundtrack to underscore this film highlighting New York Giants running back Saquan Barkley.

PROCESS:

Boom Bap is a part of the life blood of FSMG. Artists like Madlib, JDilla, and DJ Premier are heroes a lot of us have in common, so when the team at Nike NYC tapped us to collaborate on this film and referenced the godfathers of Boom Bap, needless to say we were HYPED.

We began by sending album tracks from our own B.Keyz, The Lesson GK, Xucrut, Deraj, Jerk, and Isak Gaines as potential options. While a lot of these album cuts worked well, the creative team was curious to hear what some custom music scored to the picture might sound like. In true Fulton St. fashion, we hired the artists who were authentically making records in this genre to create something custom.

Case Studies

CINNAMON TOAST CRUNCH

CLIENTCINNAMON TOAST CRUNCH

CLIENT: GENERAL MILLS

BRAND: CINNAMON TOAST CRUNCH

AGENCY: EP+CO

PRODUCTION: CHRLX

PRODUCTION TIME: 3 DAYS
Listen to the Demos

OBJECTIVE:

  • Create an authentic reggaeton track to support the animated cinnamoji story.

  • Build Cinnamon Toast Crunch brand equity into the track with recognizable melody and ear candy.

PROCESS:

We tapped the artists on our roster with the strongest connection to reggaeton and its production. While elements of it have become a staple of modern pop globally, the genre has its origins in Puerto Rico and the Dominican Republic, with a strong Caribbean influence, most notable in the genre-defining dembow riddim. With the creative teams at EP+Co and CHRLX we put together a reference playlist and parsed out a spectrum of musical direction, ranging from a more 90’s traditional take on Reggaeton to the more modern heavily electronic tracks of today. We assigned these directions to our artists, and produced 15 tracks over the course of a few days.

Result:

The creative team gravitated toward a few tracks initially, then settled on this one written by FSMG artist MAUMAUMAU. Here’s the final product!

CINNAMON TOAST CRUNCH - “CHURROS”

CLIENT: GENERAL MILLS

BRAND: CINNAMON TOAST CRUNCH

AGENCY: EP+CO

PRODUCTION: CHRLX

PRODUCTION TIME: 3 DAYS
Listen to the Demos

OBJECTIVE:

  • Create an authentic reggaeton track to support the animated cinnamoji story.

  • Build Cinnamon Toast Crunch brand equity into the track with recognizable melody and ear candy.

PROCESS:

We tapped the artists on our roster with the strongest connection to reggaeton and its production. While elements of it have become a staple of modern pop globally, the genre has its origins in Puerto Rico and the Dominican Republic, with a strong Caribbean influence, most notable in the genre-defining dembow riddim.

Case Studies

WORLD WOMAN HOUR #SHESMYHERO

CLIENTWORLD WOMAN HOUR

Client: World Woman Foundation

Agency: Hogarth Worldwide, Geometry

Post Production: Gramercy Post

Tracks: #ShesMyHero (Listen)

Production Time: 1 Week
Listen to the Demos

In the summer of 2020 Fulton Street Music Group teamed up with Hogarth Worldwide, Gramercy Park Studios, Geometry, and the World Woman Foundation to produce World Woman Hour, a global digital event featuring the inspiring stories of 60 women, told in 60 seconds, collectively visualized in a powerful 60 minute film.

The combined stories of the women featured are a testament to the ability and willpower of women everywhere to succeed in every discipline, no matter the odds.

Objective: Create a batch of original music that covered a range of emotions to fit the vignette stories, but in a way that allowed the same tracks to be used many times without feeling stagnant or repetitive.

Solution: We provided six original tracks across an emotional palette that felt appropriate for the stories. Our all-star female production team wrote a number of pieces of original music and made them modular by providing instrumental splits that the editors could splice & dice any which way to support the narratives.

WORLD WOMAN HOUR #SHESMYHERO

Client: World Woman Foundation

Agency: Hogarth Worldwide, Geometry

Post Production: Gramercy Post

Tracks: #ShesMyHero (Listen)

Production Time: 1 Week
Listen to the Demos

In the summer of 2020 Fulton Street Music Group teamed up with Hogarth Worldwide, Gramercy Park Studios, Geometry, and the World Woman Foundation to produce World Woman Hour, a global digital event featuring the inspiring stories of 60 women, told in 60 seconds, collectively visualized in a powerful 60 minute film.

The combined stories of the women featured are a testament to the ability and willpower of women everywhere to succeed in every discipline, no matter the odds.

Objective: Create a batch of original music that covered a range of emotions to fit the vignette stories, but in a way that allowed the same tracks to be used many times without feeling stagnant or repetitive.

Solution: We provided six original tracks across an emotional palette that felt appropriate for the stories. Our all-star female production team wrote a number of pieces of original music and made them modular by providing instrumental splits that the editors could splice & dice any which way to support the narratives.

Case Studies

OUI Yogurt

CLIENTOUI Yogurt

CLIENT: OUI YOGURT BY YOPLAÍT

AGENCY: EP + CO, NEW YORK

TRACKS: C’EST DU GATEAU (LISTEN)

PRODUCTION TIME: 1 WEEK
Listen to the Demos

Objective: This campaign called for a custom score that would transport the viewer to a romantic and fantastical Parisian setting. The production took place at the height of quarantine in New York in the spring of 2020, which added the difficulty of producing authentic gypsy jazz without having musicians performing together in a room.

Solution: We tapped our artist roster who were all working remotely from around the country & utilized our vast network of jazz session players that were able to record from home. They worked together seamlessly & deliver a dozen original Parisian Gypsy Jazz tracks that held true to the genre.

OUI - FILLED WITH FRANCE

CLIENT: OUI YOGURT BY YOPLAÍT

AGENCY: EP + CO, NEW YORK

TRACKS: C’EST DU GATEAU (LISTEN)

PRODUCTION TIME: 1 WEEK
Listen to the Demos

Objective: This campaign called for a custom score that would transport the viewer to a romantic and fantastical Parisian setting. The production took place at the height of quarantine in New York in the spring of 2020, which added the difficulty of producing authentic gypsy jazz without having musicians performing together in a room.

Solution: We tapped our artist roster who were all working remotely from around the country & utilized our vast network of jazz session players that were able to record from home. They worked together seamlessly & deliver a dozen original Parisian Gypsy Jazz tracks that held true to the genre.

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CONTACT US

HELLO@FSMG.NYC
(646) 328.1444

https://fultonstreetmediagroup.com/wp-content/uploads/2022/11/image.png

CONTACT US

HELLO@FSMG.NYC
(646) 328.1444