By Lynden Campbell
We are delighted to welcome the Head of Synchronisation for the Domino Recording and Publishing Companies Limited – licensing music to fashion film - as a guest contributor to the BFFF blog. Through her posts, she will take us through the relationship between music and fashion and the importance of sound in fashion film.
Over the past decade I have been licensing commercial recorded music to film.
In 2009 I left a major record label to join the independent Domino Recording and Publishing Companies Limited.
The economic and technological changes at that time signalled a sudden shift toward online content.
It became clear that brands were seeking out online eyes and using those eyes to spread the word about their products.
"Over the next couple of years, one specific area of online film rocketed - ‘the fashion film’"
Over the next couple of years, one specific area of online film rocketed - ‘the fashion film’. By the end of 2011 we identified 30% of our regular licensing business to be in this area.
Fashion film has the potential to fulfil the brief of a lifestyle product whilst bridging the creative gap between narrative-artistic short film and music video.
It can be more experimental, less emotionally restrained and often seeks to evoke a mood rather than a pure narrative.
A simple mechanic to set the mood or tone of a film is via music.
I am therefore delighted to join the Berlin Fashion Film Festival in recognising out inspiring uses of music and sound in fashion film.