Howard Music creates subtly patriotic score for SA Tourism ad

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Howard Music creates subtly patriotic score for SA Tourism ad --

Fri, 04 Jul 2014 14:55

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South African Tourism s new Reconsider South Africa TV commercial asks the question, What is Beauty?

Is it a sound, a look, or a feeling; a characteristic or a quality; a virtue or a vice? Is true beauty something visible that we can see, touch, taste and appreciate with our senses, or something so precious, eternal, and profound that it defies classification?

Some claim that if you ve seen one tourism brand video you ve seen them all, especially since every major destination wants us to think that their country is the most beautiful place in the world.

Ireland-Davenport commissioned Adam Howard of Howard Music to compose an emotional score for the global TVC that would help set it apart from other tourism marketing drives.

Director Dean Blumberg of Velocity Afrika shot the film, and worked closely with Howard. Along with breathtaking cinematography to score to, he gave Howard full creative licence to fuse it all together into one fresh, powerful and moving score. Howard explains: Although the piece was briefed to be cinematic/orchestral in style we had to be very careful how we added the South African musical ideas not forcing them into the piece to let them happen naturally in sympathy with the visuals.

To express the emotional journey, Howard started with a catchy piano motif and layered the track with subtle sonic treats reminiscent of SA, like the distant strum of a Maskandi guitar, an African drum, and the amazing voice of Margaret Motasage on vocals at the very end.

Howard recorded the Johannesburg Festival Orchestra string section, and as with all previous SA Tourism spots, the piece required him to work in echoes of the National Anthem at the very end without it sounding forced.

It was an honour to compose the music for a TVC that still makes me feel proud to be a South African every time I watch it (with or without my music and British Passport!). Working with such a distinguished array of local talent on something I m personally passionate about was a real treat, Howard says.

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