All That Cash, Shoot
Austin, TX and LOS ANGELES
PrimalScream Music was recently recognized by the state of Texas for their Historically Underutilized Business Program (HUB). This state-wide program encourages state agencies to utilize HUB-certified businesses, which are at least 51% owned by minorities or women, for construction, services, commodities and purchases. The Texas Lottery opted to hire PrimalScream Music to produce an authentic Broadway cover of “All That Jazz.”
PrimalScream Music, which is owned by Creative Director Nicole Dionne, is known for creating custom-tailored music for commercial spots. In order to recreate this classic John Kander composition, they secured A+ talent to record in their world-class studios.
The three celebrated singers who provided the vocal tracks were Jonathan Groff, who received a Tony® Award nomination for his role in Spring Awakening, Vicky Lewis, an Ovation Award winner, and Windy Wagner, who is the vocal coordinator for the hit show Glee. These brilliant voices leant their talents to this project, providing stellar performances fit for the Broadway stage.
Additionally, PrimalScream Music brought in top jazz musicians to record the musical score. “It was important that this song sound authentically Broadway” said Creative Director Nicole Dionne, “so we hired amazing musicians straight from the orchestra pits of current Broadway shows.”
Dionne and her team were faced with two options when creating the music for this spot: re-envision a classic track with a new spin, or create an authentic version that pays tribute to the original. “The vision was to shoot a true Broadway number, complete with dancers, costumes and spectacular choreography so it seemed appropriate to produce an authentic version” said Dionne on her decision. This approach paid off for it pleased both the Texas Lottery and the millions of viewers who couldn’t help but sing along.
The Texas Lottery also created a spot for the Spanish-speaking market, and once again trusted PrimalScream to find the best talent. In this case, Dionne hired Grammy®-nominated singer Edgar Cortazar. “We wanted someone who was able to breathe new life into the re-recording and Edgar was able to do just this with his fantastic performance” said Nicole, adding “his performance really helped differentiate the Spanish spot from the original.”
PrimalScream Music approaches each project with enthusiasm and drive, “we always want the spot we’re working on to be the one we’re most proud of and this spot for the Texas Lottery was no exception” said Dionne on the driving force of her company. “We constantly strive to try our hand at new genres of music and the “All That Cash” spots were our first and very successful foray into the fantastic world of show-tunes.”
Credits
Agency: Tracy Locke in Dallas for the General Market; Latin Works for the Hispanic Version
Creatives (Tracy Locke): Diana Payer (Producer), Ryan Blum (CW), Kyle Jones (CD)
Creatives (Latin Works): Sharon Chortek (producer), Alex Campo (Creative Director)
Director: Alfonso Gomez Rejon/Milagro Films
Wardrobe Design: Andrew Bayer
Assistants: Doug Voisin, Tara Tonini, Crisman Liverman
About PrimalScream Music
PrimalScream Music (www.primalscream.audio) is an award-winning and WBENC recognized music production company based out of Los Angeles & Austin, TX. For more than a decade, Creative Director Nicole Dionne has used her expertise and passion to place sound to picture for some of the most high profile projects, to help create music for network branding, and to work with top recording artists and musical talent to produce acclaimed scores for films, television shows and ad campaigns. PrimalScream Music has been celebrated for their amazing ability to create exceptional work in all genres of music in short periods of time that perfectly combine the art of scoring and sound design. Dionne and her team aim to not only deliver the perfect score to their clients, but also to provide an exceptional experience. www.primalscream.audio