Tunewelders school Adweek on how organic, well-crafted music gives weight to ads and speaks truth about a brand

Tunewelders goat adweek doritos

Getting the right scream for an angry goat in a Doritos crowdsourced Super Bowl spot was just part of the job for the musicians at Tunewelders, a 5-year-old music production company in Atlanta. The shop specializes in customized music and sounds for brands and programming, ranging from goofy to solemn, such as a patriotic melody underlining NFL players reading the Declaration of Independence—another promo Tunewelders did for this year’s Super Bowl audience. Guitarist Ben Holst is co-founder, producer and creative director of Tunewelders. He and co-founder Jeremy Gilbertson work with Jason Shannon and Vic Stafford to tap into what he calls the backlash against “overcomputed, overprocessed” music and the movement toward “organic and authentic” sounds coming from real instruments. READ MORE…

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