Groove Guild crafts a catchy tune with 40+ remote voices
Creative music agency Groove Guild was tapped by DiMassimo Goldstein to orchestrate the music and sound for Wondrium.
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With virtual learning and content consumption at an all-time high, the launch of Wondrium--a platform for streaming online courses, documentary series and more--could not have come at a better time.
With over 40 different voices needed to bring to life the song that drives a pair of :60 ads, they got to work quickly to translate the cacophony of moving parts into an engaging and informative video introducing viewers to the new digital educational platform. Working amid the pandemic, Groove Guild remotely cast and recorded 20 different artists to voice the fun song that rapidly moves through quips from various characters with a catchy chorus in the background. To ensure a tight sync with the final animation, the Groove Guild team worked closely with the animation team to allow space for visual storytelling.
Credits
powered by
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- Production Company Groove Guild
- Director Paul Riggio
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Credits
powered by
- Production Company Groove Guild
- Director Paul Riggio
Credits
powered by
- Production Company Groove Guild
- Director Paul Riggio
Wondrium is a newly rebranded global subscription-video-on-demand (SVOD) service offering over 7K hours of intellectually stimulating, nonfiction learning content. Wondrium takes the learning experience to the next level, offering a library of entertaining, engaging, and educational content. The service provides a resource that complements people’s daily media habits, allowing them to pursue their passions, dig deeper into subjects, hone their habits, and find something they will love to learn about.
In the ad, Wondrium sets out to answer everyone’s burning 5 W’s: “why does the Mona Lisa smile”, “when is a violin a fiddle” and “what is stock data” are just some of the mishmash of questions posed amidst the fast-paced mixed media animation. Set to a perpetual singing chorus, actors voice famous figures from Benjamin Franklin to Abraham Lincoln all the way to the Great Sphinx of Giza and a DNA strand, boiling over with questions until the company tagline invites the audience with a solemn: “I wonder?”
While bringing a composition with so many moving parts to musical life would be a feat at any time, working remotely required detailed organization and expert communication to execute seamlessly. The Groove Guild team handled the auditions, castings and production of the vocals for the 40 characters remotely, directing talent via video sessions to achieve the performances needed to carry the bright tune. With a high density of lyrics, the team worked carefully to ensure that the vocals would land between spoken word and singing, resulting in an easy-to-understand style rooted in the musical keys.
To heighten the cinematic quality of the track, Groove Guild tapped a seasoned songwriting team from Ireland to compose. They worked in tandem with the duo of artists to bring their depth of experience in writing for fluid movement to the track, while still maximizing efficiency and meeting deadlines. Groove Guild has recently expanded this approach of collaborating closely with recording artists and producers with the launch of its artist in residency program, which currently includes Empire composer Fil Eisler and multi-platinum recording artist/producer Frans Mernick.
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