• Name – Benjamin Price
• Production Co – Tonic Music
• Email – hello@tonic.fm
• Web – www.tonic.fm /
• Web – www.benpricemusic.com/

Born in 1989 Benjamin Price is adbreakanthems’ youngest featured composer to date. He knew music was ‘his thing’ upon first setting foot in the music room at secondary school in Malmesbury, Wiltshire. After gaining a higher diploma from the Institute of Contemporary Music Performance, Price furthered his education by studying for a BA in Music at the University of Southampton. Upon graduating, he ‘hunkered down’ creating original pieces for agencies Boko Creative and Amadeus Entertainment. No stranger to the live music scene, Price has a wealth of freelance experience under is belt, gracing the stage of the Royal Festival Hall as well as WOMAD and Greenbelt festival main stages with acts like The Soulshakers and Luke Leighfield. Additionally, Price has enjoyed working in studios up and down the country and lists recording guitar at Abbey Road as a particular highlight. Now collaborating with creative agency Tonic Music, Price’s short but so far fruitful career looks set to gain further momentum in the coming year.

• What is your musical background and how did you get into the Sync business?

My parents adored the thought of having a mini Mozart in the family so, like many primary school children, hours of cornet and piano lessons were bestowed upon me. They didn’t last long and my abilities on those instruments are almost extinct. I did, however, discover the electric guitar in my adolescence, and dreams of becoming a rock-God led me to study music at Southampton University. My first proper break in the sync business was through Tonic. I asked if I could have a ‘practice’ pitch and they graciously granted me the opportunity. I ended up winning the pitch (it was a very pleasant surprise!) and we’ve been happily working together since.

What sort of personal characteristics/skills do you need to be successful within it?

I think being a good interpreter is key. It’s important to understand exactly what the client is after – when they say change the dynamics, you have to know that they sometimes mean change the tempo. It’s having the ability to translate a brief into music, but you must also be ready to completely flip genres and start again at the last second. I also think dealing quickly with failure is so important. The ad world is competitive and there is some serious talent out there. There’s no time to get hung up if someone doesn’t pick your miniature masterpiece! I use it to make my next brief even better.

Which TV ad composer past or present do you most admire and why?

A great thing about being associated with a music agency is that you get to work alongside musicians and composers that you’d never be able to as freelance. Tonic recently worked with one of my all-time favourite composers, John Murphy, for a Louis Vuitton advert. He has a great way of fusing the old and new and his music is packed with gritty emotion. Who can’t love that beautifully simple electric guitar melody from In The House In A Heartbeat, it’s iconic.

What difference does a well-chosen piece of music make to an ad – and do agencies and brands always understand what?

I think first impressions are crucial in the ad world. You don’t have to understand a lot about music to know if the slipper fits, and the public love to share their opinions. This can be great advertising either way! However, that doesn’t make it any easier to find the right track and that’s where the knowledge and experience of an agency comes in. A well-chosen piece of music is something that can get everyone talking.

• Who are your key clients?Tonic most recently have been working on various projects for Christian Dior, Spotify and Rimmel London, helping to introduce artists through global campaigns. They also produced and re-recorded A Little Less Conversation, with The Heavy, for the latest Jaguar brand film.
• Name your most successful Syncs?Most recently it would be the Eurostar campaign. I really felt like I’d made it when I heard my music playing in the Downton Abbey ad break!I’m also proud of this beautiful Dell spot from earlier on in the year.

  And I loved working on the two contrasting sounds needed for this Scrabble film. It’s been really exciting to work on so many great campaigns this year.

  Interview by Ollie Squire