BREAKING ARTISTS ON SCREEN

‘If it’s good, it’s good, and that’s all that matters’

The TV and music industries have been in partnership for decades, with a host of acts getting their first big break on the small screen. And as Gary Smith reports, in recent years drama series and documentaries have played a key role in giving a boost to emerging talents

Netflix’s Alexandra Patsavas Red Five Creative/Atlantic Screen Music’s Rupert Hollier A&R Worldwide and MUSEXPO’s Sat Bisla

MIDEM Digital Edition keynote speaker Sat Bisla, president and founder, A&R Worldwide and MUSEXPO, has a strong track record in connecting the TV and music industries, where artists can enjoy success through documentaries, drama series and commercials. “Some TV commercials have succeeded in breaking emerging artists, but it depends on the product. But TV shows break acts much more consistently, especially shows that attract a younger audience such as The O.C., Stranger Things, C.S.I. and Dexter. And then it depends massively on who the music supervisor is. For example, my fellow Midem keynoter Alex Patsavas has incredible taste; she understands the context, the impact of the music on a scene, and the 360° dynamic of music in the context of a series.” According to Bisla, the trick is to stick to the basics: “The core of A&R has not changed and no amount of technological innovation will affect those fundamentals,” he says. “But the unexpected does occasionally happen. The pandemic broke the stranglehold that Bollywood had on breaking new acts in India and that has opened opportunities for companies like ours. We’ve placed around 50 songs in films and TV there recently.” Netflix’s head of music for original series, Alexandra Patsavas, says there is also plenty of opportunity for emerging artists. “We are so keen to work with emerging talent at Netflix, and composer talent is a particular focus. Current and upcoming projects include scores by Stephenie Economou, Kovas, Perrine Vergile, Tangerine Bolton, Daniel Lopatin, Matt Morton and Anna Dubrich. Emerging acts included in titles across the series slate include: Oliver Malcolm, Claud, Desta French, Tima Dee and Chance Peña.” For Patsavas, first it’s all about the music: “I have always focused on instrumentation and the feel of the song first and then, if that is working, I focus on the lyrics. So, if the track is working the lyric is important. And perfecting how a track is coupled with picture is, more often, down to a talented picture editor and an instrumental version, or stems, to accomplish this.” Rupert Hollier, music supervisor and creative director, Red Five Creative/Atlantic Screen Music, has been working on Long Way Up, a travel series for Apple TV+ starring Ewan McGregor and Charlie Boorman: “Long Way Up features hip-hop acts from Argentina and some remote regions of Peru, Chilean electronica and even acts that don’t have a label. It’s partly down to the fact that they’re travelling through several South American countries and partly down to the fact that reality shows naturally lend themselves to featuring new acts. Those shows can really work for emerging talent.” Hollier sees films generally as the preserve of heritage acts, but classic modern series such as the reality show Made In Chelsea, can prove to be a powerful meeting point for the millennial audience and the stars of the future. “Made In Chelsea was a huge vehicle for new music,” he says. “My advice to any young composer would be to just write your songs, don’t worry about where it might or might not fit a TV show — if it’s good, it’s good, and that’s all that matters.”n