[Simon @ S2blueMember]

Hi,

Thought you’d all like to know that the new Spirit FM package is now on S2blueImaging.com: http://www.s2blue.com/Radio-Jingles-Imaging-Spirit-FM-p319.aspx

The custom package features S2blue’s ‘new sound’ – fresh and contemporary beat-driven beds with great solo vocals, from two great vocalists in Martina O’Brian and Chris Madin which blend brilliantly with the tracks, composed by Lee Turner.

Anyway enjoy…..

Simon

: Simon Prentice
: Managing Director
: S2Blue
:
: t. 01538 370 160
: f. 01538 372 595
: w. http://www.s2blueimaging.com & http://www.FreenotesMusic.com

[IainJohnstonMember]

A zillion years ago there was a demo that slagged “other jingle companies” for having vocals that “wimped out” – i.e. the ending of the cuts was too weak or too short.

One of the oldest ways to write a jingle is to have the very last note held for an extra beat – that way the end of the jingle slides more smoothly into the next piece of music…it “carries”.

Having the last note either short/stacatto (as here) as often seems to be the S2Blue style nowadays, or even the bare last note of the “band” hanging beyond the end of the vocal (as on 1 cut at least) causes a clash, e.g. in pace.

The lead vocal sounds very ” pretty”, but I can barely hear the other singer “under” it.

Otherwise, indeed very “fresh” sounding, but in a world of similar-sounding stations with similar-sounding rhythm-bed jingles with very little “melody” and with “thin”-layer vocals, it “doesn't set the heather on fire”.

(…from an ex-shareholder in the ex-owners of Spirit FM)

[brucie]

Sorry Simon but yuck.

Whoo woe yeah yeah whoh Spirit FMmmmmmmhhhhhhherrr…

Were your vocalists asked by Spirit's PC to deliberately strain at then end of each tag as if she was sitting on the loo? :p

Seriously thanks for sharing and I mean no offence personally and we know that you were probably only doing what the client wanted but still…

Hope this won't put you off coming back but this is one of the reasons radio is loosing out market share these days with such blandness…

sigh…

[SeanMartin]

I like it. Martina has a very pretty voice – but her's is the only one I could hear (?). A bit reminiscent of the Key 103 package with the decisive, striding beats, I thought.

To my ears, no straining – just good voice control.

-Sean

[brucie]

It's not straining within the vocals

It was an analogy as in “Spirit effmmmmmmm..huh” which sounds like either sitting on the loo or almost pub-stylie to me with the breathy bit on the end of each cut but there you go

Dallas singers never do this – much more precise and snappy!

[STEVEFMRADIO]

This is only an opinion and they all offer feedback…

In reply to these idents it seems there is a lilt toward the 'weaker' production element from some producers again… the sounds the station had from Maximum Productions 'West Sussex Radio' package – they were great jingles and ones I heard every day when I was living in the area whilst presenting in the south – these are too weak at the vocal – News in TOTH is punchy though and I like the slight pause from the build to the pad like the pause before the rollercoaster does the dip.

I agree with the comments above about the crashing element. Having used many packages over the years sung and non sung there has been a shift to ending the ident with more backing track evident to the fade …The fuller sound is the sound you remember with a defined start and end.

Keep those productions coming.

[Prometheus]

Arrrrrrghhhhh.

WIXY's comment, “One of the oldest ways to write a jingle is to have the very last note held for an extra beat – that way the end of the jingle slides more smoothly into the next piece of music…” shows his total understanding of how and why the jingle works.

Now, Spirit FM is my local radio station. I am surprised that they are happy with the final mix. I hear it on air after every bloody Cheryl Cole track. The jingle is consistently lost.

S2Blue's Dad did a pre-rec piece on 'The Future of Radio Imaging' at the Radio Academy in the North West recently. Steve's words were (similar to):

“A jingle works because it sits in a different part of the brain to just 'words'.

“You will remember thousands of songs and their melody… but how many speeches or poems can you remember..?”

“That's why a sung jingle works… you remember it… and it stays with you”.

Sadly, this understanding from the UK's longest serving jingle producer (for good reason) doesn't seem to have passed on to his son. (Even though he was at the event).

Gutted about the Spirit jingles.

And so should they be.

Dx

[IainJohnstonMember]

Interesting comment!

Its often been discussed “in other places” that today's “local”/station/cluster radio management people are young (early 20s), have nice shiny diplomas/degrees, are “bright” and “exciting” people, are full of “fresh new ideas” (all of which seem to be uncannily the same as their contemporaries) – but have absolutely bu&&er-all experience or knowledge of radio as an entity rather than purely as a finance-based business, and have no concept of “heritage” or of “what works and what doesn't”, or what has been tried before (successfully or otherwise).

As in many areas of British “industry”, these young “whizz kids” are constantly re-inventing the wheel but not knowing that the “old hands” that have been unceremoniously dumped on the scrapheap simply for being “old” have tried all these things before and know what is crap.

The same applies to jingles – I'm no advocate of returning to early 1960s-style PAMS “big band hoopla” – but there are things that work and things that simply DON'T – even PAMS (and others) in experimenting with different ideas created a lot of absolute duds, and I'm sure a few other well-known companies know which customs they've rather quietly left un-syndicated over the years.

If ba'heid young jingle-orderers/commissioners ask ba'heid young jingle-makers to make the same dud stuff that everyone else has, simply because they've heard nothing else and don't understand how the “tools of their trade” are themselves crafted in turn by wise experienced “toolmakers”, then the cycle will continue.

As for the Spirit cuts – made me think of those S2Blue videos, where track front runs for yonks while singers lurk about in front of mikes, then they (or single singer) leans up closer, mechanically sings 3 note/4-note station name unenthusiastically to weak logo, then retreats.

Maybe thats why these bleak vocals just seem to be slugged-in over the end of the bland rhythym beds – a working jingle is an INTEGRAL construct of vocals and instrumentation i.e. more than the sum of the parts, not just a vocal over a bed – I don't think S2Blue (or the Spirit orderer) understand that.

(…from someone who's family radio connections go back over 100 years)
:^)

[Simon @ S2blueMemberAuthor]

Hi,

Thanks for the comments – though not exactly what I was expecting.

Everyone has their opinion on what they like and although some of you aren’t keen on the Spirit package at least your comments show the passion for jingles that we all share.

Personally I like the Spirit package and am proud of what we’ve produced – the client was also very happy with the package. We’re expanding the pool of vocalist and are using different singers on these new packages, I think that Martina and Chris blend well with Lee’s tracks.

Obviously what is on our website only represents a few of the mixes (there were over 125 in the overall package) so there are mixes with each singer higher in the mix as well as together. Where one vocal is more prominent the other is there lower in the mix for support.

As you can probably imagine I’ve been exposed to more jingles than most people my age (I’m 31) as Alfasound started when I was only 2 so jingles have been part of my whole life. We started S2blue 9 years ago (yes I do have a Business & Marketing degree but we do run a business so it is fairly useful!) and I took over as MD 18 months ago – obviously Steve has such a vast experience and I am trying to learn as much as I can from him.

There are so many types of jingles in terms of styles of cuts and vocals, luckily we offer a wide range of packages from PAMS and JAM (for people and stations that like the thicker 7 voice vocals) through to our own more contemporary packages with thinner more solo vocals. If we just offered the thicker vocals we would be (and have been on here I’m sure) accused of being old fashioned and ‘cheesy’ so that’s why we offer such a wide range – if everyone wanted that lovely rich sound all the stations would have JAM packages as they truly are the best at that style – imho ;o)

Anyway if you’re not keen on the Spirit you can check out all our packages at http://www.s2blueimaging.com

Enjoy your day,

Simon

: Simon Prentice
: Managing Director
: S2Blue
:
: t. 01538 370 160
: f. 01538 372 595
: w. http://www.s2blueimaging.com & http://www.FreenotesMusic.com

[IainJohnstonMember]

Thanks for coming back on Simon – as mentioned above, nothing is intended personally,
its really “constructive feedback“!
(…and sometimes even the world's biggest (and smallest) ID companies have had some of their efforts soundly blootered on JM – and we won't mention the “Meccano” stuff for BBC Locals – at least S2Blue have kept their end up there with some stations strongly choosing to stick with you rather than succoming to the “generic” non-sung stuff.

As you say, its the diversity of styles that keeps things interesting!
:^)

[theniceguy]

Wixy1360 wrote:
Otherwise, indeed very “fresh” sounding, but in a world of similar-sounding stations with similar-sounding rhythm-bed jingles with very little “melody” and with “thin”-layer vocals, it “doesn't set the heather on fire”.

(…from an ex-shareholder in the ex-owners of Spirit FM)

And do you remember the famous demo that told us about 'more drums and call letters'?
Today it's evolved in 'more beats and call letters'. To me this package sounds not unique, nor fresh and lacks of energy and flow. It doesn't lead us to the vocals (as the exclamation they are of the station and what it stands for). It's sounddesign with a vocal pasted at the end. There is no synergy between vocal and 'music'. Too bad the musical logo is hidden beneat the ooh and ahhs in the long versions. The short versions don't even bother to incorporate it.

As for the vocals. I find them thin and a bit shy. Why not sing with pride and energy in your voice? WHERE IS THE SPIRIT? Tell your audience it's a fun station to listen to. Several cuts sound like the singers are excusing themselves for singing the stations name.

And if you think contemporary' take a listen to the competition like Brandy, Wise Buddah or the latest Sky packages from Top Format or learn from singers like Kate Perry, Lady GaGa or Fergie. Go and explore and find your unique sound! And best of luck!

Just my humble opinion.

[GlennaMember]

Its too bad they didn't use the TM Spirit package.

[theniceguy]

just to state my point of interchangeable beat n call letters. Here's some fun, i just made, playing around with Apple Garageband..

http://jinglemad.com/e107_files/public/1279834236_3989_FT81198_more-beats-n-callletters.mp3 filename:more-beats-n-callletters.mp3

[Author]

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