Association of Music Producers Announce First-Ever AMP Awards

The Association of Music Producers (AMP) will hold its first-ever AMP Awards for Music and Sound at 82 Mercer in New York City during Creative Week on May 7. The event will also feature live performances from Caveman and Quadron, with DJ sets from French Horn Rebellion and Savoir Adore at the start and close of festivities as well as in-between presentations.
 
AMP is a trade group that represents anyone who produces or places music in commercials – from music production companies to supervisors at ad agencies to record labels to publishers. The AMP Awards were created in part because other ad agency ceremonies, from the Cannes Lions to the Clios, tend to focus on overall creative executives rather than specific achievements in music.
 
“We thought in order to not only raise the profile of what it is we do everyday but also send out a message to the entire ad community about what we think is great in music, we should have our own award show,” says Larry Pecorella, president of AMP and co-founder/creative director of music production company Comma. “We always go to the other shows and they have certain music awards within the show, but they’re not really being judged in the sense of what it is we do and how we perceive music to be used in commercials.”
 
To that end, the AMP Awards will include categories that best recognize specific achievements for different music use cases. Awards will be given for Best Original Song, Best Original Score, Outstanding Adaptation or Arrangement, Best Use of a Licensed Song, Best Sound Design, Most Effective Use of Music in a Campaign, Best Use of Music For a Film or Game Promo/Trailer, Best Use of Music in Interactive Branding or Web and Outstanding Mix.
 
Additionally, McDonald’s and Coca-Cola will be the inaugural inductees into the AMP Awards Hall of Fame for outstanding lifetime achievements from their use of music in commercials. “These are two brands that really understand the concept of music and how to use it effectively,” Pecorella says.
 
Preliminary judging for the awards was led by a group of 53 AMP members, who placed votes online to help identify three nominees in each category. A curatorial committee of 15 music producers, both in and outside of AMP, are currently selecting the final winners. Judges include Keith D’arcy of Songs Publishing, Sallie Moore of The Lodge, Julie Hurwitz of Kobalt, Jeannette Perez of Sony Music Entertainment, Kenny Ochoa of Warner Bros. Records, Eric Korte of Saatchi & Saatchi, Marc Huffman of Procter & Gamble, Ray Foote of Big Foote Music, Liz Myers of Trivers Myers Music, Rani Vaz of BBDO, Paul Greco of JWT and Josh Rabinowitz of Grey Advertising.
 
As for the performers, Comma’s Michael Paoletta booked bands that represent a cross-sections of different sounds as well as acts who were “primed and ready for the ad world.” Electronic soul duo Quadron is prepping its sophomore album, “Avalanche,” for release June 4 on Vested In Culture/Epic, while indie-rockers Caveman just released their sophomore, self-titled album Tuesday on Fat Possum. Additionally, Savoir Adore and French Horn Rebellion were chosen for their previous and continues success in synchs and licensing – Savoir Adore in particular have been heard for the past year in a national spot for Tide performing a new cover of “Pop Goes The World.” “We wanted great DJs who could really have fun and create a good party atmosphere that are also part of the ad world,” Paoletta says.