An age ago (some 20 years) I ran a company called Rediffusion Music, the last man standing of a once-proud media empire. We had survived and thrived due to our speciality of supplying background music to businesses – and whereas Musak then ruled the USA, we led the way worldwide.
Now of course the playing of music in public places was, and is, controversial – and it polarises opinion. I remember relishing the fact that I was having a business lunch on the next table to Michael Parkinson, in the full knowledge that he was one of our loudest critics.
Because of our high profile within the business, we were the prime target: the first port of call for any TV, press or radio researcher looking to put together a thought piece or a whole programme, usually attacking what we did. What was my reaction? ‘Sure, bring it on’. Thus it was that we had visits from Spike Milligan (for BBC1), Tony Parsons (Daily Telegraph) and John Walters (John Peel’s late producer, doing a Channel 4 documentary), as well as phone interviews with Nicky Campbell (Radio 1) and others.
Why put ourselves in the firing line? Because if any firm was going to be identified and demonised as the home of background (or foreground) music, I wanted it to be ours. Those businesses that knew the power of music would know where to come.
In the 90s we also started building the basis of instore audio advertising, firstly through tape systems and then via satellite. Now, many retail chains have their own ‘FM’ stations with personalised messages, ads and music programming.
The Birth of Bojingles
Although we were acquired by an American competitor, AEI, and I departed, I always hankered after getting back in to audio and advertising, and when my musician friend Rob Benham suggested we set up a company to make jingles, Bojingles was born (in 2006).
This is not a Rediffusion-style operation with over 100 people, this is a small, agile group made up of dedicated professionals, now specialising in –
- Scriptwriting and storyboarding
- Musical composition and production
- Radio commercials and sung jingles
- Themes for film, TV, games, hold music, etc.
- Design for logos, brochures, websites and more
So we will probably never achieve the level of fame/notoriety (delete as desired) as the purveyors of ‘musak’, we still aspire – don’t we all – to at least be legends in our own lunchtime.
We most enjoy writing and creating music that people will want to actively hear and pay money for – see how we are doing on our Soundcloud and judge for yourself. And if you happen to be a music supervisor looking for theme music or a massive pop song, we’re always up for the challenge…