A Quote by Mike D
We do not let our music get used in commercials for commercial products.
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I was aware of the possible biases you could get as a commercial director, like being too concerned about the technical aspects of the form rather than anything of substance. If you keep working in commercials, you can get trapped in a very superficial way of thinking. I always used commercials as an exercise for filmmaking, like going to the gym.
A lot of the good cameraman who we used are doing television work; they're doing commercials for a lot of money. And the commercials look incredible. But what's it about? I made three major commercial campaigns. I enjoyed it, I experimented with it, and at the end of the day I felt no satisfaction. It was like having a fast food lunch.
Television screens saturated with commercials promote the utopian and childish idea that all problems have fast, simple, and technological solutions. You must banish from your mind the naive but commonplace notion that commercials are about products. They are about products in the same sense that the story of Jonah is about the anatomy of whales.
The Bush campaign for re-election has officially begun. They're actually running television commercials. Have you seen any of the television commercials? In one of the commercials, you see George Bush for thirty seconds. In another commercial, you get to see George Bush for sixty seconds - kind of like his stint in the National Guard.
I didn't get played on radio or TV for 3 years. They all told me the same thing: it was too urban. They don't see grime music as commercial music, but all music is commercial; it's how you make it. That's what I'm trying to say.
I loved cutting together simple commercials about margarine or soft drinks - all kinds of silly products - but I tried to make the commercials different.
I don't audition for "on-air" commercials - the ones where your face can be seen. I've auditioned for voiceover campaigns that I haven't gotten, but I don't really want to be seen in a commercial unless it's a product that I really love. Like, if Adidas asked me, I would do it in a heartbeat. But I did a Reebok commercial, one for Pep Boys, one for Dunkin' Donuts. I auditioned for commercials, but I really couldn't stomach it. It just didn't feel right.
I was making commercials. That's how I learned the craft. That was the marketing part of it: directing commercial for TV. It wasn't the most common thing to become a filmmaker in Greece. I started by saying I was interested in marketing and have a proper job in advertising and commercials. Basically, I studied film to learn how to do marketing, and commercials. As I studied film I learned I'd be interested in making films instead of commercials.
I think commercials are something that everyone does to get out there and get a little bit of exposure, get their feet wet, and also pay the bills. So anytime you can be a part of a wonderful, fun commercial, that's just a bonus.
I was in a commercial when I was three. My godfather was a director and a producer of commercials. He took me in along with his kids and I couldn't remember my lines. I giggled my way through the commercial and they kept it.
Of course the concept is to give people samples to get them hooked, I get that. But to continuously give away our music, that's the reason why you don't see [many] rap award shows anymore, the reason that you don't see rappers in commercials anymore; because we have allowed our music to be devalued.
It used to just be a SAG card, and then you got an AFTRA card. I got my AFTRA card doing a commercial in Atlanta. I got my SAG card doing a beer commercial from 100 years ago; it was one of the first national commercials with a family in it that was black and normal, and I played the daughter.
What we used to have in Britain was professions, and then we had industry. Then at some point, maybe with Margaret Thatcher, we suddenly industrialised our professions. And now we have lawyers with products and banks with products, and lecturers and teachers with products.
At castings for commercials, you end up being told to do ridiculous things, such as animal impersonations. You probably get one commercial for 20 utter humiliations.
I have always made commercial music. The people who vote for the Grammy nominees are mostly in their 40s and have other jobs or are musicians themselves. They like music that they can relate to - they like commercial music.
I enjoy music that is commercial. I think that in order for music to be heard in a lot of different situations, you have to always consider that. Commercial music, for the most part, is popular music, and you always have to keep that in mind. It's not so much financial as making sure it gets the shot and is heard on the radio.
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