- Product/Brand - Sonos
- Spot - Melt
- Song Title - You Took Your Time
- Composer - Campos, Maker, Marshall
- Publisher - Warp Music, BMG Chrysalis
- Artist - Mount Kimbie feat King Krule
- Record Co - Warp Records
- Music Supervisor - Jason Bentley
- Ad Agency - 72andSunny
- Creatives - Glenn Cole, John Boiler,Frank Hahn, Josh Fell, Rey Andradek
- Film Company - 1st Avenue Machine
- Film Director - Roman Ruetten
- Post Production - La Posta
- Air Date - 2/11/14
It’s not every day that a top LA DJ gets to sort the sounds for a major international TV campaign. Or that he puts young British bands centre screen.
But then Jason Bentley is no ordinary DJ – and Sonos’ current crop of smart home stereo spots are no ordinary ads.
When not appearing at festivals and clubs, Bentley is music director at KCRW, a public broadcaster based in Santa Monica.
However eagle-eyed film fans will also have seen him credited as music supervisor on Hollywood sci-fi blockbusters such as The Matrix triology and Tron Legacy.
Creative agency 72andSunny invited Bentley to work on a series of seriously surreal commercials designed to show how Sonos’ cutting edge wireless audio systems ‘can transform your home’.
Shot in Argentina during the summer and currently being shown across North America and Europe, these films focus on stark white rooms which suddenly develop lives of their own.
“My job was about finding the right mood and tempo to accompany each sequence,” says Bentley. ”There was a real interest from Sonos to support emerging artists. As Music Director of an NPR station, I tried to bring fresh ideas to the table.”
Which meant names like last year’s Mercury winners Alt-J, Southampton indie rockers Band Of Skulls and Warp Records’ highly acclaimed London-based duo Mount Kimble – whose 2013 post dubstep single You Took Your Time, featuring vocals by King Krule, underpins the Melt execution.
“I knew Mount Kimbie from earlier airplay we gave them at KCRW while King Krule did a session for us some months back. It was his lazy delivery which really scored here,” Bentley explains.
According to Warp’s Head Of Licensing Will Theakston, the full effect of this Sonos sync “is hard to gauge.”
“Sync potential isn’t a key factor when we sign new artists to Warp although we have a dedicated licensing team in the UK and go through Zync in the US,” he continues.
“But Mount Kimbie’s Made To Stray has also just been included in the expanded version of Rockstar Games’ GTA 5. So they’re certainly gaining fans in the sync world.”
