Studio City, CA (PRWEB) January 20, 2010
Crucial Music, an established online service that connects independent artists and labels with music supervisors who place music in film, television and video games, hired New York City-based ARMM Corp., owned by music industry veteran Al Risi, to work its independent music catalog to advertising agencies nationally. Through ARMM, Crucial has gained exposure with numerous high profile advertisers, and six months into their foray, Crucial has cracked this extremely competitive yet lucrative market, with licenses in campaigns for Royal Caribbean, Toyota Camry, DKNY Pure (fragrance) and Daffy’s.
For Royal Caribbean, one funk song by Redtenbacher's Funkestra has been used in 13 international spots as part of the groundbreaking Postcards From The Nation of Why Not campaign. Royal Caribbean has also licensed an alt rock tune by the band Saturn Missiles, an energetic song by Canadian singer-songwriter Helen Austin, and has another half dozen spots in process utilizing Crucial tracks.
Toyota Camry has licensed two songs by LA based-band Girls Love Shoes for a domestic regional broadcast campaign to begin airing mid-January thru January 2011. Both songs are written by Jay Condiotti and Nadia Fay. Thrilled with the placements, Jay Condiotti says “Tanvi and Crucial Music have been consistent in placing my music. They are a great company to work with!”
Risi says “The Crucial Music catalog offers a deep and wide selection of great, quality music and has been extremely well received in the advertising world. The ability to efficiently deliver high quality music across all genres at very affordable prices is a game changer. Crucial Music’s established infrastructure enables a quick turnaround time and even provides instrumental versions on the spot for a large majority of their catalog. It is a great service for the independent artist community and the ad industry alike. ARMM is proud to be the liaison to this world.” ARMM specializes in the creative utilization of music in the branding and communications process. Risi cultivated his Madison Avenue relationships during his tenure with Elias Arts and Primary Wave Music Publishing.
Crucial Music encourages artists and labels representing all genres to submit music, which can be done very easily through the website. Once a song(s), is accepted, a non-exclusive representation agreement is executed and the music is added to the online database and made available on portable hard drives. When a particular track is selected for placement, Crucial Music negotiates a rate for the license, including the master use and synch fees, of which 50 percent goes to the label or artist. Access to the Crucial Music service to both artists submitting music and those seeking music for placement is entirely free of charge.
Crucial Music is the brainchild of industry veterans Jim Long and Tanvi Patel. Long is a recognized leader in the music business with successful ventures that include investment, ownership, and operations of award-winning broadcast and entertainment companies including TM Productions, FirstCom, and OneMusic Corporation. He continues to own and operate Point Classics, one of the world's largest classical music catalogs. Patel provides insight into the needs of both artist and producer and brings vast experience from the fields of radio broadcasting, record label operations, and the production music library business.
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