CANNES LIONS - MUSICA COM JOSH RABINOWITZ

TALKING MUSIC WITH JOSH RABINOWITZ

Josh Rabinowitz serves as the EVP, Director of Music at Grey Group. Personally responsible for over 8,500 tracks for brands, cinema, recording labels and television, he was the natural choice to lead the new Entertainment Lions for Music jury. As people prepare their entries, Josh explained what sort of work he’s hoping will be entered, what makes a compelling submission and why Chipotle's version of 'Back to the Start' was better than the original.

What are you hoping to see in the Entertainment Lion for Music this year?

"I want to see great music-inflected work that has been crafted and curated for branded content. I also want to see interesting executions that employ musical properties as their inspiration; ideas where something musical is the principal medium of the concept."

"I also expect that the media and the platforms through which we consume and discover music will be integral aspects of the debate."

"In short, we will be considering great advertising and branded work, music platforms, social media engagement and fan interaction, alongside the traditional consideration of the craft and use of music in general. Music in/of the Media as well as Media in/of the Music."

In 2014, Josh was credited as the Director of Music on ‘Unload Your 401K’ for States United To Prevent Gun Violence, which won a Titanium Lion. Learn more in the Cannes Lions Archive

What new and emerging trends are you hoping to observe at Lions Entertainment 2016?

"The emerging trend of music creation and/or use that translates into a social media 'hit' via branded executions drives me, and I hope to observe this the music category."

"More generally at the Festival, my expectation is for a larger, broader spectrum of attendees, especially folks from the space where entertainment, music and branding intersect – in a phrase, more culture. This will make for an even more exciting networking scene. I really hope to see great standout and innovative work, originally conceived, not copycat executions. I expect the Entertainment Lions to be an exciting business breeding ground for many of the attendees."

Your jury is going to be packed with very senior people with strong opinions. What’s your leadership strategy going to be with them?

"My vision is to celebrate the most creative, innovative and well-crafted work. A good leader has a strong vision and knows how to execute that vision on behalf of and in tandem with his or her team, company, unit or group. A successful leader engages in the aforementioned but does so correspondingly via a network of trusted collaborators generally from outside the unit. That’s my strategy: to engage in a steadfast collaboration with the jury by tapping into each of their fields of expertise. My expectation is that we bond and develop an innate trust of each other by the time we begin to award the work from the shortlist."

"I'll be telling my Jury that even when you feel as if you’re quite certain in your opinion and or vote, be open to the point of view of your jury members – we all know a great deal about music and our areas of expertise, but can learn a great deal from a varied perspective.

"My experience as a jury participant at Cannes Lions has been that if someone else is truly passionate about an entry, it’s worth another look, and they may actually change your mind."

When it comes to the entries, what will you be looking for?

"Elements of surprise and originality as opposed to ideas that are expected and derivative are a must-have. And don't use crappy music to tell the story."

'Dumb Ways to Die' won multiple Lions in 2013, thanks in part to its infectious song. Learn more in the Cannes Lions Archive

If you just had one piece of advice for prospective entrants, what would you tell them?

"Music is probably the most significant aspect of culture globally. It stays with us longer than any other sensory input – more than images, concepts, graphics and even emotional responses. As music and branding become interdependent, that synergy will become exceptionally significant in culture and thus a Lion in Music or Entertainment will have as much value as an Oscar, Grammy, or any other type of high-end award."

And finally, if you had to pick one piece of Lion-winning work that you think is a game-changer in the category, what would you select?

"'Back to the Start' is an excellent example of great music curation, and excellent rearrangement with a distinctive voice and a memorable reverberation with a meaningful concept. In my view, it yielded a version of the song that was superior to the original and gave the brand an elite presence in both social and traditional media."

Creative Artists Agency won the first Branded Content & Entertainment Grand Prix in 2012 with the 'Cultivate' campaign for Chipotle. Learn more in the Cannes Lions Archive