Word: barnette
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...Jack Barnett is a conductor; he is not a performer. The second album from These New Puritans (TNP), “Hidden,” is an audacious break from the somewhat-restrained alternative rock of their debut, 2008’s “Beat Pyramid,” as Barnett, the group’s songwriter and vocalist, becomes the conductor of a full-blown operatic rock album. The term “operatic” conjures images of perfected, grandiose voices, melodramatic gestures and conventional melodies. But “Hidden?...
Returning to their British roots, TNP have referenced the Benjamin Britten opera “Peter Grimes” as an influence for their latest forray into musical experimentation. Fusing these operatic overtones with London electronica movements—dubstep and dancehall—Barnett has conceived an album which ricochets from ostentatious and oppressive climaxes to moments of melodic escapism. The result is a somewhat tiring journey, but it is a ride worth taking...
...darkly resonant, almost tribal, beats which raid songs such as “We Want War” convey an immense darkness while Barnett plots an exploration of his own personal psyche (“Three thousand thoughts in our mind / That’s when we’re slicing through time”). The orchestral movements of “We Want War” constitute a deluge of dark intensity, particularly when the drums break into an episode of gothic-inspired choric voices, pushing the song to a climax of musical splendor...
...agencies argue their efforts give them insights that can benefit their conventional customers. "We do a lot of learning this way," says Barnett of Brooklyn Brothers. "It gives us a greater understanding of clients' businesses." Another potential payoff, says Ruth Mortimer, associate editor at Marketing Week, is that collaboration can inspire greater creativity and risk-taking. For the launch of Relentless, Erasmus created a 30-minute surfing documentary to position the brand for the extreme-sports set. "It's a more sophisticated type of advertising than we're used to seeing with Coke," Mortimer says...
...more risk than they are used to by launching their own branded products. Results so far have been reasonably positive, according to the agencies. Dignan of Erasmus says Relentless is Coke's most successful new brand in a decade. The potential reward is worth the risk, says Barnett. If the agency's Fat Pig organic-candy line flops, he says, "the worst thing that could happen is there would be a lot of chocolate for us to eat." That's sugarcoating the prospect of a brand going bust, though. If a lot of agency-created products tank, the old model...