Music Lesson with Richard Ford

Welcome, Rich. Thank you. Welcome to Targaryen.

First of all, who are you? What do you do?

My name is Richard Ford. I own Anger Music, which is a music company that we do a lot of bespoke music and we have a catalogue of library music, MCPS Registered Library Music.

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And what's the difference between library music and bespoke?

• Bespoke Music:
  A client approaches us wanting something unique, composed specifically for their film, advert, or project.

• Library Music:
  We have a catalogue of existing tracks. Clients can browse the site, look through the available tracks, and choose something that fits their needs.

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What sort of areas of music do you work in?

Well, we cover a lot of TV broadcasters:

• Sky
• BT
• Channel 4
• BBC
• ITV

We also cater to radio and have numerous clients involved in online and TV advertising, as well as film trailers.

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How do you promote yourself?

It's a matter of experience. I've been in the music industry for quite some time with a background in record labels, which helped me build contacts.

• Natural Progression:
  We began receiving requests to use our music in film and TV, which led us down the publishing path.

• Networking:
  Contacts are vital, along with a strong website that allows clients to audition tracks and search via keywords by genres.

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And also, do you have album artwork?

Yes, because of our background in the record company scene, we approach each album as if it were a commercial release. We ensure the artwork resembles what you'd see on iTunes or in record shops.

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You described yourself as a boutique company. How important is marketing and getting your name out there?

We target impactful music that makes a statement. It's essential to be known for this specific niche.

• Target Audience:
  Rather than attempting to reach every TV producer, we focus on those involved in action sports and promotions.

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Does this reflect on the composers you work with, and how many composers do you collaborate with?

We work with about 25 composers. For bespoke jobs, about 10 composers are our go-to choice.

• Gravitating Towards Styles:
  We gravitate toward music we enjoy because it motivates us to work harder.

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How do you manage the expectations of these composers while also receiving client briefs?

Each of our composers has unique strengths, and we align briefs with those strengths.

• Creative Collaboration:
  We have constant communication regarding client feedback and changes, ensuring the final product aligns with the initial vision.

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What projects have you enjoyed working on?

One project that stands out was for Guinness, involving a live laser map projection show in London.

• Challenges:
  The project had a tight deadline with many last-minute changes, including a 3 AM phone call about adding a voiceover that had to be recorded and mixed by 11 AM.

• Event Production Music:
  Live events are rising in importance, paralleling the effort put into lighting and overall production.

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What are the strangest requests you've received?

While there's no standout strange request, we often receive briefs that describe music in abstract terms, like colors or feelings.

• Clarification is Key:
  It's crucial to ask for clarification and ensure both parties understand each other.

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What are you currently working on?

We are currently working on projects for:

• McLaren
• Pirelli
• An undisclosed insurance company (subject to an NDA)
• The National War Museum

We are also putting the finishing touches on three albums this week.

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Can you explain why you might have to sign an NDA?

An NDA is often required for projects involving big launches or pre-release material to ensure confidentiality.

• Trust Factor:
  A lot of trust is placed in us, given that we often work with sensitive information that cannot be leaked.

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What are your feelings on the music industry?

There are always changes in the industry.

• Adaptation:
  It's essential to adapt as the landscape shifts. While there may be increased content and competition driving budgets down, there are also more opportunities available.

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In terms of bespoke music, do you retain ownership?

It depends on the deal:

• Exclusive Tracks:
  If a client wants something exclusive, it reflects in the price.
• Library Tracks:
  Library music is generally more affordable, but it can be reused multiple times by different clients.

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Thank you, Richard.

Thanks for coming and discussing this with me!