Savanna Chakalaka Norris Music composition
Client: Savanna
Project: Chakalaka Norris TV Commercial music compsotion
Agency: Finetune Studios / Robroy Music
Introduction
Savanna, a popular cider brand, sought to enhance the appeal of their latest TV commercial, titled “Chakalaka Norris,” with a vibrant and catchy soundtrack. The objective was to compose an original track that complemented the energy and humor of the commercial while also incorporating a recognizable style that resonated with the target audience.
Problem Statement
The main challenge was to create an original music track that captured the essence of the Gypsy Kings’ Flamenco style, which is known for its lively and rhythmic qualities, while adding a unique local flavor that would make the track distinctive and culturally relevant. The music needed to blend seamlessly with the visual elements of the TVC, enhancing the overall storytelling and emotional impact.
Research and Analysis
Target Audience:
The commercial aimed to appeal to a broad audience, particularly those familiar with the lively and fun nature of Savanna’s brand identity.
Musical Style Requirements:
The brief specified a “sound alike” of Gypsy Kings’ Flamenco, which required careful attention to musical elements like guitar rhythms, vocal styles, and percussive accents.
Local Touch:
Adding a local touch meant infusing the track with elements that would resonate with South African listeners, making it both familiar and refreshing.
Finetune Studios' Action
Initial Composition:
The process began with creating the backbone of the track. This involved recording the foundational elements: guitar, percussion, and bass. Each instrument was carefully chosen and played to reflect the lively Flamenco style while ensuring that it had a distinctive local flair.
Vocal Recording:
Once the instrumental base was laid down, the next step was to find a vocalist who could deliver the high-energy, bold vocals needed to elevate the track. Finetune Studios and Robroy Music selected a vocalist known for his powerful voice, capable of capturing the essence of Flamenco singing.
Music Production:
The recording sessions were conducted in a way that allowed for creativity and spontaneity, ensuring that the track not only met the brief but also exceeded it by adding a unique energy that aligned with Savanna’s brand image.
Final Mix:
After recording, the track underwent a thorough mixing process to balance the instruments and vocals perfectly, ensuring that the final composition was polished and ready to enhance the TVC’s visual narrative.
Results
- The final music composition successfully captured the lively and rhythmic essence of Gypsy Kings’ Flamenco while incorporating a distinctive local touch, creating a track that was both familiar and fresh.
- The track complemented the TVC’s storyline, enhancing the overall viewing experience and effectively conveying Savanna’s fun and quirky brand personality.
- The music became a memorable aspect of the commercial, contributing to its popularity and appeal.
Final Music Composition:
Conclusion
This case study demonstrates Finetune Studios and Robroy Music’s ability to create original music that not only meets the client’s brief but also adds significant value to the overall project. By blending international musical styles with local influences, the team produced a track that resonated with the target audience and enhanced the Savanna Chakalaka Norris TVC.