Going for Music Gold

By Tk Published on .

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Now that the Olympics are over, the melody may linger on. It certainly will in the mind of Scott Elias, president/CEO at Elias Arts, New York, which has spent months orchestrating and compiling all the pieces that were played during the Games on NBC. "It's a massive music supervision job," says a still-overwhelmed Elias. Though this is the second Olympics the company has handled, the job just keeps getting bigger, even as the ratings shrink. There are more than 7,000 spots where music is used in the broadcasts - everything from Australian Aboriginal sounds to hip-hop - and all of it is categorized in a database, sometimes arranged by thematic concept, like Victory, Defeat, Inspiration and Determination. There are also a number of name acts involved in the show, including Santana, the Goo Goo Dolls, the Backstreet Boys and Colin Hay of Men at Work, who offered a remix of "Down Under," the most Aussie-awesome song after "Waltzing Matilda." Moreover, Elias Arts was not only responsible for on-site supervision; the company will be handling the tracking of music usage and registration long after the Games are history. Says Elias, "Ultimately, the power of the Olympics resides in allowing viewers to become emotionally invested in the athletes and their stories." Hence the 9,000 mini-docs that explored the lives of everyone, including the little girl who flew on wires during the opening ceremonies. "By setting these stories to music and sound, we inspire the emotions that help audiences around the world internalize the entire experience." No doubt about it. Now where the hell's that digiradoo-in-the-desert track?
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