Barking Owl's tracks backed statement-making ads for the Grammys and P&G
Can commercial music address the topical issues of the day? Barking Owl proved so with its tracks backing some of the year’s statement-making ads. The company oversaw the vocal arrangement and mix for a Grammy’s spot that physically representing how only 2% of popular music was produced by women in 2019. It began with a 50-woman choir singing Alicia Keys’ “Underdog.” Slowly, the women sit down, leaving only one standing and singing alone. From concept to shooting in a “noisy old warehouse,” Barking Owl pulled it together in just 48 hours, including arranging and teaching the song to a choir who had never before sung together.
Another highlight was the original music for P&G’s “Love Who They Are” spot, adding to the emotional story of a parent’s love and support for his LGBTQ+ child. The company also debuted Barking Owl Sessions, a new series that broadcasts intimate performances from Black artists on Instagram Live.