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The result is Pirate New York, which is about a lot more than opening another production company in the Big Apple, as far as Pirate founding partner Terry O'Reilly and partner Tom Eymundson are concerned, though a New York office has long been in their plans. In this era of globalization, the city's "creativity, strength and diversity make it the capital of globalized branding," says Eymundson. Along those lines, besides what Pirate calls its "soundtrack direction" for TV, in which "creative track directors" oversee music, voice direction, soundscaping and mixing, it's into new media with "sonic branding" work for clients like Toyota and Molson. McHale principal Chris McHale, meanwhile, a 14-year veteran of the audio shop formerly called McHale Barone, went to a single-name shingle in 2006 and cemented business ties with BBC-distributed Ludorum Animation, and Festival Network, an international concert producer that handles events like the Newport and JVC jazz festivals in addition to signing musical artists, the first of which is Zap Mama. The cross-branding synergy and his elaborate studio HQ made Piratizing McHale "a no-brainer," says Eymundson. www.piratenewyork.com