12 year old kid composer Yohann talks about scoring major commercials at such a young age

BROB ON HIS COMPOSER INTERNSHIP

Hi 30 30 Team:

Thanks for the honest and candid feedback. It was difficult to select 8
tracks from my entire library...
Nevertheless, I appreciate the critical analysis of each song in it's
entirety.

The internship was a great opportunity to gauge my development and get some
much needed feedback from professionals.

My day job has me fully engaged w/ support to Haiti relief/aid efforts. But
I look forward to getting back to studio work when the chance arrives.

Again, thanks for the experience!

Best,

B Rob

REGGAE winner MARK HILton Neo SOUL Winner Lance Groton

Congrats REGGAE winner MARK HILton Neo SOUL Winner Lance Groton!!!!!!!!!

Great submissions for both:

On reggae the close but no cigar finalists were

Hawkman
Psyclones
Bill Porter
Cal Blake


On the Neo Soul Vibe the close but no cigar finalists were
Karen Bernod
L Hill
Pla boy Chi

CONGRATS again to the winners

PSYCLONES CATALOGUE COMPOSER/AGENCY ANALYSIS

AD SELLABILITY-a tracks instant recognition as a sellable track across multiple mediums, products, genders, and markets.

1) timehascomenotags
AD Sellabilty: (Low to medium)

*Cool vibe;nice mix;drums are poppin" properly
*Low commercial sellability in the commercial world on this track because it would need a commercial that is very specific to this sound. Urban slow and laid back and mysterious.
*The closest commercial category this track comes to would be "sexy" and this track could be sold for a "sexy" ad provided the picture was looking for something loungy and sexy.
*Strings could be more realistic sounding; be careful not to mix all your instruments together to the point where they sound "mushy" and lose all definition.

2) madnessnotagsbnce
AD Sellabilty:(Low to Medium)

*Strings need to be out front more. Your main melody in the hook of this track is too tucked into the mix and you can barely hear it
*Good popping kicks and snares and good ear candy
*Elements of this track is good for a shows like Law and Order or CSI, etc... but for the commercial arena, the sound is more like an underscore of caution as opposed to something that generates excitement or energy.
*Again it IS a good track but here are the issues with its sellability: It sounds very introspective and dark and investigative.
*The chorus of this track takes 30 seconds to finish one loop. If the point of your track takes 30 seconds to complete, it's going to be hard to sell the idea.
*Not an easily placeable track in commercials. Easier to place in television drama shows.

3) dontsayawordnotagbnce
AD Sellabilty: (Low to Medium)

*Good intro; good bounce; good track presence; it says "Look at me....I'm worth looking at" in the first few seconds.
*Nice build with your track. Good energy throughout and nice energy shifts
*Mix is a bit mushy amongst the horns organs and strings
*Drums are poppin
*Drone that starts the track sounds mushy and hangs around too long; detracts from the piece because it lacks definition.

4) J Savy - My Music - Instrumental_07
AD Sellabilty: (Low)

*This track has very little personality in the commercial relm
*It's music that is just for the sake of music; with the exception of the drum that plays by itself, it feels like an easy listening track without a definitive message.
*Background music such as this is difficult to find placements for.
*Well programmed music but it needs more personality to be instantly sellable.

5) taintednotagsbnce
AD Sellabilty: (Low)

*A lot of your tracks are created in a way that are more suited for a rap and less suited for music on a commercial and not because it's longer than 30 seconds.
*It's because they are mostly moody songs that have a dark moody vibe to them
*Furthermore, the tracks really stays on one level mst of the time, leaving the burden on the rapper to bring the dynamics to the track
*Commercial music has to hold it's own.

5) taintednotagsbnce
AD Sellabilty: (Medium)

*I could see a slick car commercial using a piece of music like this
*Nice mix, I like all the different sections and sonic nuances i this track
*It's even got a cool neumonic sonar type sound in it that makes it memorable
*Nice pizzacato layering and eventual breakdown.
*You have enough breakdowns and buildups and textures to make the track sellable
*The only thing holding it back is that this track is a specialty track that would need a specific kind of spot for this to sell.
*It doesn't cut across product lines, gender lines, etc...

6) pulsenotagsbnce
AD Sellabilty: (Low to medium)

*Mix is good; we hear new sounds we haven't heard before
*However the track once again is too dark and moody
*The bulk of the personality on the trck is going to be generated by the vocalist who could really make this track come alive.
*Track starts off catchy but then turns heavy to synth riffs that get trancy
* will work well possibly with lyrics but alone it needs a lot of adjustments to make it sellable

7) torn notagbnce
AD Sellabilty: (Medium)

*Nice! Very intriguing; invokes our curiosity from the start
*You use very cool sounds and set a great mood
*However, it is all set up and NO PAYOFF
*Commercial music needs to have a mood establisher and then a payoff
*Add the right payoff to this track and you are in business

8) winorlosenotagsbnce
AD Sellabilty: (Low to Medium)

*This track sounds like some of the other tracks in this catalogue
*The vibe of this track is good and has a definite personality
*Be careful f the synthesizer trumpets in the spot
*Good drum programming and nice authentic sounding organs
*The theme of this track however sounds a little dated however and exclusive t the "down south pimps, playas club market"
*Again this doesn't make it bad, it just pigeonholes it and when we are basing our judgement on sellabilty, we are unable to find a high sellability factor

Overall, you should create tracks that make statements in shorter amounts of time. The songs that are the hits on the radio make statements in short amounts of time. party tracks make their statement in one to four measures.


Thanks

The 30 30 Team

GUSTAVO 102 census urban

Hello Gustavo

Your track needs more shape and a better arrangement
It never builds or inspires us. It is adequate music but not inspirational music
You need to concentrate on making music that is special and not just a groove loop as represented here.
This version is missing personality because it doesn't grow from where it begins.
If we think of the music like a song, it seems as though you have a verse but no chorus.
I don't feel fulfilled after listening to your track. I'm feeling like the track never got to where it was going. It did not tell a story.
No need to include a vocal in this track either unless you do something musically that warrants it.
The reggae style vibe is not a good match for this picture.
Come up with something more motivational and inspirational yet contemporary.

Thanks

The 30 30 Team

GUSTAVO Census urbanspot

Hi Gustavo

This spot needs music that is more a call to action but in an inspiring motivational family oriented way.
The vocals in the beginning of your track color your track in a sad depressing way. If the footage was of a funeral your intro musc would be fitting and that is not a good thing for this spot.
It's a spring day and the mood she feel positive and uplifting from the get go.
You should lose the vocals all together on this spot.
They put the wrong spin on your music.
Musically your drums are a bit obtrusive and the flute is too flamboyant.
Your music is too aggressive for this piece and needs to feel more inspirational
See what you can do to address the family oriented call to action request from the client
Your drums should come in when we first see the classroom and your piece should grow as it progresses

Warm up your music to be more friendly all together. Inspiration, sentiment, passion, and motivation should be represented in your music.


Thanks

The 30 30 Team

BROB OLYMPIC V.2

HELLO BROB

THIS PIECE IS BETTER now that it is based in piano however it still does not feel elegant. It feels dark and mysterious as opposed to elegant and motivational and sentimental.

Also your piece stays the same for too long without developing much.
I like your approach to the idea of being focused on the imagery (I can tell you got into it)
However your track is create din a minor key and to get your track to be sentimental or heartwarmingly elegant, you need it to be in a major key.

Fix your key and try not to be as predictable with where your drums come in.
We are missing the beauty and the x factor that says "I want to see that spot again."
The message of the spot is to support the Special Olympics and it needs to be more inspiring and less mysterious.

Please fix this for tomorrow.

Thanks

The 30 30 Team

PSYCLONES revise NAvy Bounce 2

*Trumpet synths upfront sound amateurish. Delete all together.
*We are still missing some of that underground in the basement dirtyy vibe in your track
*This is better than the first approach but it needs to get even dirtier and darker.
*Listen more to the scratch track; keep some of the similar bass pulses that are in the scratch track reference.
*Turn your drums up more and fix your bass.
*Where's the voice sample vocal?
*Find a licensable vocal or sound and play it into the track.
*The horn section nis going to be important because it is kind of like a call to arms.
*EQ your piano like the scratch track and add reverb to give it that dark mysterious almost detuned vibe.
The scratch track has a call to arms vibe and that is missing in the emotion in your track.

See what you can do

Thanks

The 30 30 TEam

BROB OLYMPICS critique

Hi B Rob,

*Nice first take on this.

*We need you to take another stab at this immediately. Your track needs a classical piano element to this in order to make it elegant.

*Right now your strings sound too synthy and sustain for much too long. We need you to have morte movement in your music.
The skeleton is evolving and so we need the music to evolve as well.

*Start off with a solo instrument like am elegant piano and gradually add new instruments as it moves along. Find a good place to bring the drums in but keep the elegance and the solo piano playing.

*End the track with the drums muted and a portion of the solo piano again.

*Try to use instrumentation that gradually builds and forms in the manner in which the muscles form on the skeleton.

*The client wants a combination of classical elegance and Hip Hop.


Thanks
The 30 30 Team

PORTLIFE COMPOSER AND AGENCY PRODUCER CATALOGUE CRITIQUES

SODA POP 30-30 RATING: 20

*Track sounds a bit thin and you give too much away at the onset of the track
*We hear the biggest part of your track in the intro
*When the drums come in we don't hear that much of a lift because we have heard the theme
*Your track seems very redundant; try changing or adding something new every four measures.
*Arrangement will make your music grow by leaps and bounds.
*Also be careful about using thin overly synthesized sounds in your tracks.
*Your mix needs to be a lot stronger as well. We don't hear the thickness and impact in your drums and since your track relies heavily on the drums, we need to hear unexpected sounding drums that really lift your track. The drums you use on this track are adequate but not special.
*In order for this track to be sellable, you have to come up with a stronger melody once the drums kick in and add much stronger drums

TWILIGHTS 30-30 RATING: 20

*I think think this track is missing a special quality that needs to be there.
*The synth progression gets tired and redundant very fast. A track like this needs breakdowns or change-ups early in the arrangement so listeners don't get tired of it fast.
*The music sounds a bit dated to us as well.
*The snare is tight and popping; the kick is where it needs to be, but the synth chord progression is very dated. This sound and progression needs to be revamped in order to rectify this track


ROC A WEAR 30-30 RATING: 25

*This track has a tight bounce to it and sounds like it has an infectious vibe to it
*Again arrangement will go a long way for you because this track also gets redundant fast
*Cutting this to 30 or 60 seconds is the key here
*Try adding a change or bridge to expand the potential of this track.
*Mix wise it sounds like it could be mixed a lot stronger
*I think if you put the right mix on this track it would be highly sellable!
*Nice job on this vibe Very strong idea, you just need to arrange it better
*Maybe start out without the drums
*But definitely mute the main sound in it for a while to give it a break, because without a rap on it, this track gets tired fast.


SOUL MAN 30-30 RATING: 15

*Try working on the mix of this track because it sounds distorted
*Also, the sounds in it are very synthesized and therefore the track feels fake to us
*When you use synth horns and play them in registers that they are not supposed to be played in, it sounds forced and loses authenticity
*Synth trumpets and horns are probably the least realistic sounds on keyboards. We like to stay away from them.
*You should also try to stay away from them in order to preserve your credibility and authenticity
*This track does not have much soul in it to be called Soul Man
*Trust your instincts and let your passion guide you; this will result in stronger musical ideas.

REGAL RMX 30-30 RATING: 20

*Nice set up musically and instrumentation wise, but just when this track builds up it fades out
*It never really gets started.
*There is a distortion present in your mix
*At 21 seconds you should be kicking in to your track with the beats or some drive or motivation; instead your track goes back down in intensity and fades out
*This track feels elegant and regal in the beginning and makes us feel like something big is coming.
*The cymbal crashes are distorted
*Take this track to the next level and don't think about creating the full track in 30 seconds yet. Just run with it and make a great track at any length.



COLDER 30-30 RATING 20

*Nice ideas overall; but a couple of things must be addressed in order to make this a sellable track.
*Need more realistic sounding drums to make this convincing.
*These drums sound a bit hollow even though the programming is pretty good.
*Guitars need to be mixed thicker in order to resonate; they sound synthetic, but maybe they aren't.
*Nice change ups from section to section; in order to make this track more sellable you need to make the drums much stronger; add more realistic drum fills and thicken up the guitars.
*The actual guitar progressions are good but the overall track doesn't sound authentic enough to compete.


JAMBA 30-30 RATING 25

*This track is a good rendition of Bob Marley, but it is distorted in areas which makes it NOT SELLABLE in its current form
*NIce creative drum fills
*Very good instrumentation; modern and carribean and authentic
*SELLABLE if mixed correctly


GOT GAME 30-30 RATING 27

*This track is tight from the beginning.
*Very good vibe begging for a rap
*To make this track sellable you have to take it to the next level and make it go somewhere
*Maybe add a steady dance kick underneath it to make it more versatile genre wise.
*Add a change-up to the track so it doesn't feel redundant
*This track sounds like it is dancing in one place and needs to move forward.
*Extend this track beyond the 1 bar loop and you will have a highly sellable track
*Great vibe!


RADIO AD 30-30 RATING 20

*This track sounds okay but it doesn't sound competitive with the radio and I don't see the commercial viability
*I think if you are going to have a library of party tracks you have to make tracks that are HOT 97 ready and competitive because advertisers buy what is on the radio
*If your songs sound like the radio, then you have a high sell-abilty factor
*Your mix could be much stronger overall and your sound choice should be better--too much synthesizer laser type sounds
*Think about what a popular rapper would rhyme on and that is what you should create for hip hop party tracks
*Do not dummy down your tracks for commercials


MJ TRIBUTE 30-30 RATING 22

*Good impression of ABC by the Jackson 5 but again your music sounds like it is on the border of being distorted
*The track sounds like it never full kicks into gear even when the drums come in
*You need a bassline somewhere in this track to get the groove going
*I like the way you made us feel like the JAckson 5 without infringing on the copyright
*Not a hard thing to do at all and you did a good job of it
*Pretty effective
*Sell-ability is low unless someone asks specifically of a Jackson 5 type song in which case the sell-ability would be much higher provided there was no distortion
*Mixes are very important!!!!

MADE IT 30-30 RATING 24

*The boldness of this track is good but the mix is unsteady and the instruments are tinny and synthy
*Watch out for the distortion in section
*The bounce is right but I'm not feeling like it is radio ready due to the thinness of the synth
*But it gets repetitive and it needs more sections to it
*Add more sections and stack the drums bigger and get an overall bigger bolder sound
*Make every hip hop track as if Jay-Z, TI, Snoop or Kanye is going to rhyme on it
*That's the kind of care you need to take and that's the kind of competition you are going to run up against in this industry


LUXURY 30-30 RATING 28

*We like this track a lot
*Very convincing; very well done
*Track is not wanting for anything
*The mix is on point and we think it is radio ready
*Sounds like different people composing different tracks in your catalogue because sometimes they are mixed well and produced well and other times they are lacking
*This track is highly sell-able and ready to go


MACY'S FOR LIFE 30-30 RATING 25

*Good energy and texture and vibe
*Very good; nice breakdowns
*Highly sell-able
*Nice mix; very punchy; whoever mixed this should continue mixing your tracks
*Consider a change-up in this track in order to give it some more versatility
*Be careful of getting redundant


VOLITION LUCKY STAR 30-30 RATING 22

*Good energy in the open even with the fake synth sounding guitars
*Once the verse kicks in and all the instruments have been dropped out , the track sounds weak
*You must get a real guitarist to compete in this business
Drums are cool but the pizzacato's sound thin and synthy
*Be careful with your sound selection overall
*Seems like your tracks can be a lot stronger with the right instrumentation
*Track is not sellable in the current state
*The techno synthesizers are reminiscent of Timbaland and therefore effective and commercially viable but the snare sounds fake and the guitars sound like they are triggered from a keyboard
*You have to step up your instrumentation to step up your sell-ability in this industry
*These are the facts: even if you have good ideas, the sonic quality of your tracks needs to be more authentic

PORTLIFE COMPOSER and AGENCY PRODUCER CATALOGUE CRITIQUES

MACY'S FOR LIFE 30-30 RATING:


RADIO AD 30-30 RATING:


SODAPOP 30-30 RATING:


JAMBA 30-30 RATING:


MJ TRIBUTE 30-30 RATING:


LUXURY 30-30 RATING:


COLDER 30-30 RATING:


GOT GAME 30-30 RATING:


REGAL RMX 30-30 RATING:


SOUL MAN 30-30 RATING:


TWILIGHTS 30-30 RATING:


ROC A WEAR 30-30 RATING


MADE IT 30-30 RATING:


SHOE COMMERCIAL 30-30 RATING:

AFROKEYS COMPOSER and AGENCY PRODUCER CATALOGUE CRITIQUES

ALL TRACKS are analyzed on SELL-ABILITY, WINNABILITY, MIX quality and given a 30-30 rating on whether it is a track that has high money earning potential and commercial VERSATILITY. (In other words, can this track be used for a lot of different types of commercials and formats. CRITIQUES BY: Composer Wendell H and agency producer Bob S




JUMP OFF MASTER 30-30 RATING 20

*Nice musical changes and textures
*However in the commercial world, a track like this would have a tough time getting licensed
if we are thinking about track versatility.
*The fact that the instrumentation is slightly smooth and jazzy makes people lump it into
a style of music more suited for the over forty smooth jazz crowd.
To make this track more sellable in commercials, you can do the following:
-strip down some of the instrumentation in section so that it is not full from beginning to end
-Add a jungle or big beat techno drum track to it
-Change the arrangement of the track so that it is not so repititious and predictable
-Get rid of the solo synth sound because that makes it a smooth jazz track in the eyes of the ad business where you have
people who feel a need to categorize everything


KANGOL 30-30 RATING 20

*Cool neo soul/Maxwell vibe
*Nice musicianship and live instrumentation
*Try to spread out your mix on this; it feels like it needs more space
*Very nice overall however again in terms of the commercial sellability this track would be hard to sell because of the jazz and solo style arrangement and repetition
*This track needs a breakdown to drums and bass or a new change-up in the vibe in order to help it in the 30 second world
*Jazz is not a popular form of music in commercials and when it is used, it is used in a very traditional almosgt overtly obvious way. This track is part jazz, part neo soul and sits in the middle. I like the vibe though but sell-ability is low especially for the fact that it is so crowded musically with instrumentation throughout
*Why does the amount of instrumentation matter? It makes it difficult to place voiceover on top of the track without the music fighting the dialogue
*Believe it or not, this make a difference...that is why I say to create a section where it is just drums and bass for a while or just guitar and no drums.
*Everything at once makes it difficult to arrange in 30 seconds effectively.


ORGANIC REFLECTIONS 3-30 RATING 25

*Very nice groove! Very well mixed music with very cool changes
*I like this a lot in terms of the mood and how it makes you feel. Very nice strings come in over top to give new life to the track
*You should create a 30 second or 60 second piece out of this track and cut together the best parts.
*Very nice drumming and stereo mix
*If arranged properly, this track could be sellable and viable for the right spot. I see a cool car spot.
*Try putting a sample voice on the track to give it some personality...not a vocalist! a sample vocal that you trigger here and there.
*Needs a very specific style commercial to be sold for commercials, but not impossible. People with good ears will gravitate to it!
*Very nice climax and resolve towards the end. Love it!


GRAVY 30-30 RATING 28

*Love the beginning edgy groove.
*Sounds very authentic; the mix is great
*Nice build! Great chord progressions! I can't wait as I listen to this track!
*High sell-ability on the right style spot.
*I am so disappointed that this track never took me to that mountain top!
*So much potential..you must finish this track immediately!!!!!!!!!!!
*You have to take it to another place and then come back. It's too great not to finish


31 POP 30-30 RATING 30

*Great changes in this music; love the unpredictability factor
*Great sonic textures throughout; keep doing what you do!
*Your change-up shows your musicianship and command of your sound; you're not confined to a loop and that is great!
*Love the chord changes and build up in this piece! Your theme and progression is terrific!!!!
*You need to cut this track to 30 and 60 seconds as well utilizing the best parts


BUMPNMIXED 30-30 RATING 20

*Interesting sound mixture here, but a little random in terms of purpose
*I don't see this track finding a quick home in the commercial world
*The theme of the track isn't compelling enough;don't get me wrong the track works as its own piece but I don't see a sell-ability value in it due to the dense instrumentation and high synth factor and hip hop drums.
*Maybe for a video game, but this would be a tough piece to sell
*To fix that, I would suggest coming up with a better main theme or musical hook to the track that is more special and less predictable or with less "DONE BEFORE" characteristics
*The mix also could use an adjustment; turn the drums up more and give some space. Your tracks can get cluttered a bit without the right spacing.


MEL 30-30 RATING 20

*Why does this track remind us of a Keisha Cole track?
*This track is arranged more to be a song or instrumental do to its repetitive nature and lack of changes
*Very cool nature but needs a vocal to add character; doesn't quite hold up well on its own for a commercial
*More of an underscore for a sexy spot.
*Don't see this for a commercial, but more for a long narrative; but very effective in that regard.
* Very well mixed and spaced out. I like it for what it is
*Sell-ability factor is low because it just stays in that groove and mood.

MINT-REDO 30-30 RATING 28

*Music is a great recording and a slow burn; very effective
*If cut into a 30 or 60 second piece this is sellable and very effective
*Great sounds! Great mix! Great vibe!
*Sounds authentic; love the ending
*Love this ERICK

Wendell Hanes QUOTE: There is a genuine commitment I hear in your music; that doesn't always come through in others. I can tell when people are faking it. You commit then you create! A beautiful thing.

JOURNEY PART THREE 30-30 RATING 30

*I love this track! You take your time and tease us and lure us in at just the right time.
*This piece is far too short for its magnitude and impact.
*It's innocence allowed to run free!!!!!!!! Great exposition of musicianship and focus. Your mastery comes through on this track!
*I don't know how you could take the paint brush off this track Erick. Why stop at the point that you stop?
*Keep it going; add new instruments; perhaps a change-up that leads back to an all out push towards the world opening up to you.
*This track has great potential! It's already great. It just needs more because it is THAT GOOD!
*High sell-ability!

Wendell Hanes QUOTE: "Patience is key, you do not rush us and draw us in gradually with grandeur and a humbleness that makes us want more every time


BREATHE 30-30 RATING 20

*Stars off Purple Rainish then finds its identity quickly.
*Very nice upright bass vibe
*Love the authentic sounds; great finger snaps
*Sell-ability with this track however is low because it stays locked in the same groove and the groove itself is abstract
*Vibes work well when they have a directive or motive.
*Vibes that are just vibes and force you to become part of its world or else don't work well in the ad industry
*If you are trying to sell on commercials, this is they type of track that needs more dynamics rather than a locked in vibe because it takes a long while to settle in to this track in order to feel the energy of its sound.