• Company Name – Adelphoi Music
• Address – 26 Litchfield Street, London, WC2H 9TZ
• Phone – +44 20 7240 7250
• Email – Dan Kreeger, Business Development - dan@adelphoimusic.com
• Email – Greg Moore, Head of Production - greg@adelphoimusic.com
• Web – www.adelphoimusic.com/

Founded in 1993, Adelphoi Music can boast over 20 years industry experience. They claim to be ‘One of London’s premier music production companies’ and have the critical acclaim and the industry awards to back that claim up with ease. Previous accolades include numerous Primetime Emmys, Promax Awards, Radio Academys, an Aerial Award, BTAA, LIA, D&AD and Mobius to name a few. Adelphoi’s well-stocked Litchfield Street HQ comprises three in-house studios as well as a recording booth and at the heart of operation are four energetic, diverse composers: Andrew Sherriff, Ashley Bates, Jamie Masters and Stephen Patman. Every composer is credited for an original composition, which means that teamwork has been central to establishing Adelphoi as a brand to be reckoned with in a highly competitive market. Adelphoi focuses on original composition, but library searches, re-records and supervision are also key components in the company's skillset.

adbreakanthems' Ollie Squier asks the questions as Adelphoi’s Dan Kreeger and Greg Moore go under the syncspotlight.

Does Adelphoi have a motto or a mission statement?

Fundamentally, we’re passionate about great music, delivered with honesty, and enthusiasm, beyond the expectations of our clients, by a lovely team of good people.

Do you feel Adelphoi has a USP? If so what makes Adelphoi different?

Adelphoi is built around the composers and creative spark that launched a record label 20 years ago. Our four in-house composers share all of their spoils in terms of fees and royalties. They decided this communal spirit gave them more flexibility. Not only does this means they can team up and bring together their specialisms on pitches, without the danger of in-fighting. And it breeds a real sense of responsibility too.

Who are Adelphoi’s key writers/composers?

We have our four in-house composers and they chose anonymity over celebrity at the same time as they decided to team-up. All four names go on the credits and they’d rather not be named and pigeon-holed, believing that ‘Adelphoi Music’ as a team is stronger than them individually. Three of the guys grew up together and were in a band together, then they separated and released their own projects, before coming back together at Adelphoi. The last of the four is our secret weapon and he taught our company directors, before running away from education and releasing his own album, only to be dragged into Adelphoi by his old friends. We do use a select, but wide-reaching network of fantastic freelancers, session players and vocalists. If we need something different or if we want to take a project to another next level, we have trusted people we can call in, who are just as enthusiastic as we are in-house.

Who are Adelphoi's key clients?

We work with people all over the place and in all types of media. Our key clients in 2013 have been McCann Erickson NY, Dare Vancouver and Leo Burnett London.

Do you feel that having your own studio is important?

Absolutely. We love being able to invite clients into the studios to discuss, review and play music.

Has the demand for specially commissioned production music changed in any way since the company was established?

The biggest change we’ve seen is in how record labels, publishers and artists are approaching advertising. Their willingness to sell their work to advertisers has lead to a trend towards synchronisation, which certainly has pulled advertisers away from creating original music. We are big advocates of the composition of original and exciting music, we would love to see less mismatched syncs and more creative use of composers experienced in making music to brief.

How important are re-records to Adelphoi’s business?

Re-records have surged alongside the sync trend. We do really enjoy making them, best of all when we have to do something very different. Re-recording a track just to save on master rights is pretty cynical.

Does Adelphoi also act in a music supervision role?

Our clients come to us because we offer a wide variety of experience in music, so we are asked to advise in many different ways. On top of finding the jobs to keep our composers busy, the producers here are tasked with solving all of our clients music needs, be it creative guidance, negotiations, clearances or legal.

What must a company do to stay competitive in today’s sync market?

Stay energetic, enthusiastic, inquisitive, honest and ethical. Rare traits in any industry, let alone ours.