Music for Video Game Marketing
Some of the most creative and successful video game marketing campaigns have tapped into the power of original music production to raise awareness of the game, to expand its creative universe, and to feed fans' insatiable appetites.
By creating original content for a marketing campaign, video game publishers have complete control over the use of the music. As popularity of the song grows and takes on a life of its own, all attention shifts back to the game itself.
A panel of composers, producers, advertising creatives and video game publishers will discuss what makes a great musical strategy for video game marketing, share stories of creative music production, and give insight into how campaigns have adapted to take advantage of the music's success.
This SXSW Gaming Session at the Long Center is FREE and open to the public. However SXSW Interactive, Film, Gold and Platinum badges gain priority seating.
COPILOT Strategic Music + Sound
Jason Menkes is a respected creative music producer who brings an unusually thoughtful approach dedicated to the strategy, creation and implementation of music for branding and advertising campaigns.
In 2009 Menkes became East Coast Chapter President for the Association of Music Producers (AMP) and the year prior was named the youngest member to the AMP National Executive Board. Menkes was also an Assistant Professor of Music Business at New York University, where he taught about the commercial music industry and the changing dynamic between bands and brands.
During the five years prior to launching COPILOT, Menkes advanced to Executive Producer at Sacred Noise, overseeing creative production on prestigious national advertising campaigns such as Coca-Cola, GE, L’Oreal, BMW Mini, Disney, Cadillac, Bluefly, HomeGoods, Burger King, ESPN, and Johnson & Johnson. Previously, he rose over two years to Executive Producer over two years for both the New York and Los Angeles offices of tomandandy, working on Canon, Target, and Diet Coke, as well as fashion shows, original art installations and the film scores to The Rules of Attraction and The Mothman Prophecies.
In the music departments of blue-chip advertising agencies Grey Worldwide, Saatchi & Saatchi, and BBDO, he added breadth to his career managing original musical composition, production, and strategic music licensing agreements for clients as varied as Oil of Olay, General Mills, Bank of America, and Chrysler.
Menkes has a Master’s degree in Music Business from New York University and a Bachelor of Arts in Music from The University of Rochester.
A musician in his own right, he has studied voice, percussion, piano, musicology, theory and composition, and maintains a collection of unusual instruments from his travels abroad.
COPILOT Strategic Music + Sound
Ravi Krishnaswami has been creating innovative, youthful and organic music and sound design for television, film and interactive for over a decade. He has worked with the largest clients and ad agencies in the business. Whether it’s a big time Super Bowl spot, a heartbreaking HBO documentary, or a Cannes-recognized website for a hotly anticipated video game, he’s seen it all. A big believer in the value of collaboration, Krishnaswami has worked in the studio with a diverse list of artists including Sharon Jones, Yung Chen Lhamo and The Magnetic Fields. He has written and produced three albums by his indie-pop band Charming, and has produced and remixed tracks for Black Swan Green, Viva Girls, Alms for Shanti and The Party Faithful, among others. Before launching COPILOT with Jason Menkes, Ravi worked as composer and sound designer at Sacred Noise, where he amassed an epic reel of high profile broadcast spots and promos for clients including GE, Coca Cola, Cadillac, Bethesda, AT&T
Dir of Global Mktg
Steve Perkins is Director of Global Marketing for Bethesda Softworks. With more than 15 years of marketing experience in the videogame industry, Steve has worked on many top videogame properties, including SimCity, The Sims, James Bond, Battlefield, Warhammer, Dishonored, Fallout and The Elder Scrolls. Steve received an MBA from the Wharton School of Business with dreams of storming Wall Street before coming to his senses and, instead, deciding to “play games” for a living.