Los Angeles, CA (February 10, 2009)--PrimalScream Music orchestrated a rare jam session that brought together the talents of Lucinda Williams' band Buick 6, alt/indie sensation Minibar, and blues/rock icon Michael Des Barres for a new TV campaign for 21st Century Insurance via MRM Worldwide/Princeton, airing now.
PrimalScream music creative director and executive music producer Nicole Dionne crafted the new version of "All Right Now," originally recorded in 1970 by the British band Free. Dionne was enlisted by MRM to remake the song with "a new flair that sounded as high end and fabulous as the original, but with its own unique approach."
Dionne invited her client to LA's Wiltern Theatre to see Lucinda Williams' backing band, Buick 6, perform. "The client got to hear their original music and experience the full range of their sound and abilities," Dionne said. "They flipped."
For lead vocals, Dionne's mind immediately went to Michael Des Barres, lead singer of Silverhead in the '70s and a member of Power Station. "Michael added that timeless element of classic rock and blues," said Dionne.
To complement the sound of Des Barres in front of Buick 6, Dionne thought it would be interesting to bring in backing vocals, and turned to Minibar, a favorite of KCRW and longtime "Morning Becomes Eclectic" host Nic Harcourt, who offer an alternative, indie sound. "They've been singing together so long and have developed wonderful ways of harmonizing," Dionne explained.
"To create something that could compete with the original, it made sense for us to work with bands and artists like these," Dionne concluded. "The collaboration resulted in a first-generation version of a very famous song."
"All Right Now" represents PrimalScream's second recent collaboration with Buick 6, coming on the heels of a complete rebrand of network TNT (home to debuting series "Trust Me," which centers around the ad business).