Name: Gabe McDonough
Title: Senior Producer of Music and Integration, DDB
Panel: Sept. 15, 11:15 a.m.
Case Study: Bud Light Lime; 5:30 p.m. Speed Networking



For more information or to register for our Music & Advertising conference in Chicago on Sept. 15-16, please visit billboardevents.com.



What's the last album you bought?
Duffy and the Doubters "Scriptual Supplies" on LP. It hasn't arrived yet, but apparently it has some massive book of photos with it. The Fader posted an mp3 for the song "Spider Baby Jesus" and I've been playing it on repeat ever since. Duffy's a dude from Kelowna, BC, the lead singer in Ladyhawk, and truly one of the most talented/underappreciated songwriters of our generation. Heads know this.

Do you Twitter? If so, how often? What's your Twitter name? And if not, why not?
I do twitter: @gabemcdonough. I think 90% of mine are retweets of this dude @holy_mountain. I'm assuming it's the guy who runs Holy Mountain records but he's seriously tied with @thesulk as the funniest guy on Twitter, in my opinion.

What's the best use of music in advertising that you've recently seen?
The whole Green Label Sound thing has hit a bunch of home runs. I loved the Flosstradamus track they released and the Neon Indian "Sleep Paralyst" video that my boys Focus Creeps shot. That is a beautiful piece of underground culture that could never have existed without the backing of corporate marketing dollars.

At this moment in time, what most worries and encourages you about the music business?
I worry that music is losing the magical, otherwordly, priceless, "psychic value" it once had. That could just be a function of me getting older and stodgy..."Damn kids don't appreciate a thing!" But I do think as music becomes more ubiquitous, cheaper and easier to get, people appreciate the entire art form less. That said, if you would have told my 16-year-old self that in the future I could get any music I'd read about in the NME with the click of a button, (instead of having to drive 3 hours to Vancouver on the off chance Scratch might stock it), I'd literally have given you my little finger to jump ahead in time.

What is the most significant moment in the history of music and advertising?
For me personally it was when "Revolution" by the Beatles was used in a Nike ad. I think I was in grade 6 or 7. The only Beatles songs I'd ever heard up until that point were the corny "I Wanna Hold Your Hand" jams and I hated them. When I heard that "Revolution" guitar tone blasting out of that tiny TV speaker, it blew my mind. I shoveled driveways frantically the next day and earned the money to buy the tape. A couple weeks later I was in a pair of Nike Airs.

Who do you think should be the next "American Idol" judge?
Either Noel Fielding from the Mighty Boosh or Larry David.


-- Ann Donahue