New York, NY (March 12, 2008)–The Martin Agency turned to award-winning music/sound design/licensing house Expansion Team to create a signature track for an ongoing ESPN campaign spotlighting the network’s college basketball schedule, entitled “The Bracket Beyond The Bracket.”
Richmond, VA-based The Martin Agency needed a track that would capture the stadium energy of a typical college basketball game and also provide a recognizable audio signature for the long-term campaign. Expansion Team responded with an original track from producer/composer The G:neus (aka Mike Genato) that deftly meshes a hip-hop groove with the kind of foot-stomping rhythm heard from the stands at most college sports events. Adding to the audio ambience was Expansion Team sound designer Jesse Peterson, who created a unique palette of basketball inspired sound design to heighten the energy and realism of the campaign.
“The Martin Agency was looking for big stadium energy that didn’t go anywhere near obvious clichÈs like college band drumlines or epic sports themes,” said Alex Moulton, Expansion Team’s creative director. “We all agreed on a hip-hop direction. We offered several possible directions, but it all cycled back to a track by The G:neus called ‘Dust’ that we initially gave to production/design house EyeballNYC, New York, who created the visual look of the campaign, for their pitch.”
“Audio-wise, the track sounds massive, with layer upon layer building on this simple foot-stomp pattern,” notes Moulton. “Moreover, this campaign is a great example of what makes Expansion Team unique in the world of music and sound design for advertising. The G:neus isn’t a ‘jingle writer,’ he’s a recording artist with success on his own as a hip-hop/R&B producer and his drum n’ bass project Mathematics. Because of our unique structure, we provide agencies like The Martin Agency a means to tap into a whole other world of creative possibilities beyond what typical audio houses provide. It’s what makes Expansion Team unique and why this campaign sounds like no other ESPN campaign before it.”