Inside Out—How Did This Song Get In That Commercial? - SXSW Music 2016 by SXSW published on 2016-03-19T19:07:03Z When it comes to music in advertising, it’s not always as easy or simple as it appears. This frank discussion will get to the heart of music in advertising—with case studies into the hows and whys. Participants will include a music producer, a producer, and creative directors from the same ad agency. They will examine the rebranding of mayonnaise-alternative Miracle Whip, openly discussing the edgy campaign that featured the song “The Devil Takes Care of His Own” by the British band Band of Skulls. It was an irreverent approach, with a badass track, for an everyday brand; an F-U to other condiments. The band’s crunchy guitars were the perfect match for the brand’s new swagger. The speakers will also discuss the offbeat Kraft Lunchables campaign that spotlighted a platypus on banjo and a jackalope on synth keytar with their rendition of “Dueling Banjos." Grammy-nominated banjoist Noam Pikelny of the Punch Brothers and electronic composer/producer Dudadius were brought on board to play the banjo and synths, respectively. Throughout this discussion, attendees will learn, in detail, how a project goes from an idea to a national ad campaign.