Parachute Music scores new brand campaign for the Herald

AUCKLAND, Tuesday: Parachute Music has created the signature soundtrack for The New Zealand Herald’s new brand campaign, which will roll out over the next 12 months.

The Kingsland-based music hub was tasked with producing music for the rebrand, which will now be used across the Herald’s website, mobile app, emails and social content, along with future marketing and product initiatives.

Parachute ceo Mark de Jong said, “The Herald team provided us with a detailed brief – to provide music that would anchor their campaign’s central theme of ‘News Worth Knowing’.

“We took the time to work through their key objectives, to reflect the Herald as a trustworthy and reputable brand for modern New Zealanders.”

The first part to be unveiled is the campaign’s hero piece; a 30-second television commercial, which is being placed across television, digital video and cinemas nationwide.

“I based the composition around a Tui’s birdsong, using similar melodic movement that gives the piece a uniquely Aotearoa feel.”

Parachute enlisted songwriter and music producer Joe Faris to compose, produce and record for the project.

Faris said: “I based the composition around a Tui’s birdsong, using similar melodic movement that gives the piece a uniquely Aotearoa feel.

“The job was then to distill the music to its simplest forms, to create a sting and shorter segments that can be easily recognised going forward.”

In addition to the hero piece, Parachute created a range of different soundtrack edits; including breakdown options to go under news headlines, ambient breakdown options for thought-provoking news, and a recognisable two-second sting.

2022 has been a busy year for Parachute’s commercial music team. They created 90-second covers of popular songs for local television shows Dancing With The Stars in May and The Masked Singer in July, recording a total of 130 songs combined. They’ve also completed a range of bespoke jingles for key NZME clients.

• View the tvc below

About Parachute
Parachute Music is a multi-studio community based in Kingsland, Auckland. With 11 project studios and one full-sized recording studio, it is a music industry hub frequented by highly-experienced artist, songwriter and producer tenants. Parachute’s team coordinates commercial projects large and small, by enlisting some of the best talent in the music industry.

• parachutemusic.com/music-production

CREDITS

Parachute Music Executive Producer: Mark de Jong
Parachute Music Songwriter/ Music Producer: Joe Faris
NZME Chief Marketing Officer: Katie Mills
GM Marketing – Publishing: Mandie Strachan
Creative Director: Graham Dolan
Group Creative Strategy Manager: Graham Stride
Senior Designer: Sarah Swanton
Senior Designer: Joseph Senior

Sound & Vision

Head of Creative Production: Carolina Simpson
Executive Producer: Christian Goeffic

External

Creative: Pati Design (CD Pati Fuiava)
Digital Scissors Film Editor: Francis Glenday