We’d been pounding the pavement and hitting the phones hard for the first 7 months of 1981. As a new jingle company, we rode elevators up to meet with potential advertising clients, along side competing music producers who were established and in many cases, offering cocaine as well as music. Totally sold on the idea of meritocracy, we were sure the creative directors would hear the difference between how OUR music fit the bill so much better than the other guys. I look back now and wonder how we kept going, with “nobody winkin’ back” for so long, as my dad used to say.
And then my partner Mark took a meeting with Tony O. Upon hearing our demo, Tony recognized some music that he himself had worked on and soon learned that the disco-esque charts for a soft drink had been written by Mark while in another company’s employ! Suddenly we had an actual real-live client who liked us!!
Tony wasted no time in asking for a new jingle for La Yogurt (click on underlined link to hear it!), a regional brand that had been using a lackluster version of Frére Jacques in radio and TV ads. Given an afternoon, a list of the available flavors and the direction to imagine all the various times and places La Yogurt could be consumed, we created and demoed 4 different jingles for presentation. When one was chosen, we hired “jingle queen” Linda November and hit-singer/songwriter Paul Evans, as well as “the usual suspects” of studio musicians (like the wonderful George Marge on ocarina!) and an East coast market jingle “hit” was born! The inspiration for the back-&-forwards trading of lines was somewhat inspired by the chemistry of the Polaroid ads featuring James Garner and Mariette Hartley that were running at the time. Our jingle proved versatile, running for a number of years, and we used the musical materials to compose YOGURT VARIATIONS (click on link to hear excerpts) for the New Britain Symphony the following spring. Tony invited us to the International Radio Festival of NY and La Yogurt took home the Gold Award for best radio spot in 1982!
Almost immediately thereafter Tony tapped us to create the new jingle for Lee’s Carpets (click link to hear!), which the agency and client both loved.There was a disruption in this love-fest when our production invoice hadn’t been paid within 90 days, so we re-sent it, waiting another month to follow up with the billing department at the agency. When we finally were connected, the accountant practically laughed in our faces over the phone, sneering, “You wanna get paid? Ha! You guys are a dime a dozen!” We called Tony and eventually we got a check, but it was creepy – and we did NOT “relax” right away!
A couple months later, the BIG prize account came up: Kinney Shoes (click link to hear). With no direction besides the tag line “Kinney Can”, we worked feverishly to create a winning concept. We wanted to build on the established reputation of the brand for being the family-friendly “Great American Shoe Store” while showing that Kinney had kept up with changing times. Encouraged by Tony, we were so excited about the anthem we created that we sank thousands of dollars of our own money into the production, including various versions (click to hear NBAs version) for different shoe lines. We got the best-of-the-best musicians and singers to bring it to life, including Florence Warner (click to hear) and her angel-voice! We were SURE this was the “big one” that would put us on the map as a jingle company!
Alas – we eventually learned that on the day of the big Kinney presentation, Tony had been ill and failed to play our tracks for the client. He hadn’t even shown up to the meeting. Or at least that’s what we were told. Another version of the story was that our tracks had been presented, but all the folks at Kinney were offended that they hadn’t been invited to the recording sessions, so our music was rejected out of hand. We felt strongly about our work, so much so that we entered it into the International Radio Festival competition (where it earned an Honorable Mention, even though it had never been bought or aired). 18 months later we sent a 5-page single-spaced letter to Tony, begging him to re-present it to Kinney, as we’d heard through the grapevine they were unhappy with the music they had chosen and were looking for something new. We got no response.
Tony was a vibrant man with fierce affection for his family and friends, as well as strong appetites for tobacco, liquor and food. His enthusiasms were infectious, so that when he told us he was going to audition for a local production of The Music Man (as Prof. Harold Hill, of course!) and he asked us for help preparing the song “Trouble”, we learned it along with him, and found it the perfect accompaniment for marching crosstown from our west side offices to Madison Avenue appointments. When his boss was having a “big” birthday, Tony asked us to produce a special birthday song; Jerry, You’re the Bess We Got! (click to hear excerpt) for the party, which we did happily – gratis. And when Tony’s daughter showed interest in learning to play the flute, I cheerfully lent mine so she could try it out for a semester. Tony wasn’t “just a client” – we considered him a friend. And we were pretty sure he felt the same way about us; we weren’t “just a supplier”. He invited us to dinner at his home in Bernardsville, NJ and we met his whole family; believe me, that wasn’t the case with most clients, no matter how well you got along and enjoyed working together!
Woolworth/Woolco was set to roll out a new line of Christie Brinkley sportswear, and this time our jingle was chosen! Juxta-positioning Christie in her casual attire and then crossfading to YOU (aka “normal young American woman!) wearing the identical outfit? Well, it was a winning idea; there you’d be, Lookin’ Christie! (click link to hear). Unfortunately, right before the ads could air, Woolworth pulled the plug on Woolco, all their stores shuttered and that was that – another big break bites the dust!
Our finances faltered, a few of our key clients retired and we decided to try our luck in a different market. But even after we’d moved to Chicago, Tony kept calling us from NYC with work. And he wasn’t shy about letting his colleagues know about how much he enjoyed working with us!
The Woolworth company had other retail chains, and we produced jingles for *J.Brannam (click to listen) (JUst BRANd NAMes clothes and accessories), Frugal Frank’s (shoe outlet) (click to listen) as well as demos for the flagship Woolworth’s stores (click link to listen). One of my favorites was Susie’s Casuals (women’s clothing) (click link to listen), the spirit of which was inspired by the Mary Tyler Moore TV show theme song; “hey, girl, you’re makin’ it! your chance is here and you’re takin’ it! The world will soon be awakenin’, and when they do, all they’re gonna see is YOU!”
There were some semi-risqué demos for Palmolive soap (international) – one of which sold and was played worldwide (click link to listen). And we took a shot at a jingle demo for special Snorks kids sneakers for Kinney Shoes (click link to listen), after we moved to L.A. We even hired Tony at one point, to perform a voiceover for an industrial film we were scoring for a different client – recorded in the friendly confines of his San Francisco hotel room while he was on the west coast for business. Those 3-packs/day gave him an authoritative vocal growl and he knew how to work a mic. Eventually the lack of proximity became somewhat of an issue and his music work went to other suppliers, but our relationship remained warm.
The last time we got together, Tony was working from his home in Bernardsville, NJ and we met at the diner where the final shot of THE SOPRANOS was filmed a decade later. Tony looked happy and talked about his newest campaigns with zest. We always made it a point to look him up to meet when we were back east. And though he and his family never reciprocated, we sent Christmas cards every year.
Until a few years ago. His wife finally sent a note to let us know that Tony had passed on in 1999. We were stunned; we’d been sending holiday greetings to a ghost for 15 years! Once we looked back, a sense of betrayal overwhelmed us, as we realized how compromised our relationship had actually been. Being treated with contempt by a snarly accountant was the tip of the iceberg; the Lee’s Carpet jingle was actually supposed to be a lucrative account, with over 250 dealer “lifts” being edited with our music – each of which was to have been paid separately. This should have put us on Easy Street financially, as we were in the vocal group as well as among the musicians on the date. We found out later that the money that had been earmarked for all those residuals had been sidelined to the ad agency’s retirement plan. So even though these spots ran for several years, with many more customized versions, we never saw any of those payments, and neither did the singers and musicians we hired.
We realized that this was the case with almost ALL of the work we’d done for Tony, we hadn’t received residuals for virtually any of the music we’d produced! Though this practice is widespread in the arts, (see previous blog Things We Do For Love). we’d been in denial of how entrenched the corruption had been at the agency and never dreamed Tony would have let this happen. But he had.
It’s a mixed bag and difficult to reconcile such a relationship; while we were cheated out of the money we’d honestly earned that would have enabled us to stay in NYC, through our work with Tony, we had the opportunity to create some music that we’re still proud of to this day. We got to work in the recording studio (our favorite place!), with the best musicians, singers and engineers (our favorite people!). And, for better or worse, we got to hang out with Tony O. Click thru on the links peppered thru this blog post to hear the Tony O. Hit Parade.
Tony’s Dartmouth fraternity brothers miss him. And so do we. Sometimes.