MAS- Music and Strategy

MAS- Music and Strategy MAS connects brands with music. From original composition to music supervision, MAS develops music that matches the voice of your brand
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MAS is a music strategy firm established in Jan 2011. With offices in New York and Los Angeles, MAS provides a full range of solutions for brands and advertising agencies including original composition, music supervision, licensing, talent procurement, sponsorship packages, and original content creation.

Mission: Music is an agent of inspiration that can lift any content in any medium to its greatest potential. Music is the most consumed form of entertainment in the world, and the longevity of an idea with music at its core will outlive its silent counterparts. At MAS we use music to create a framework that leverages consumer insights, bringing invaluable authenticity to brand communication.

MAS is open for business as usual, of course.We're working remotely for the time being but offering all of the services ...
03/17/2020
MAS/WFH: Ben Pirani's Sweet Soul, a playlist by music_and_strategy on Spotify

MAS is open for business as usual, of course.

We're working remotely for the time being but offering all of the services we normally offer.

In the meantime, over the next couple days we're hiring some of our favorite indie artists to make the best set of work-from-home playlists you'll ever hear. Volume 1 is available below. It's a set of sweet soul from singer Ben Pirani and a perfect afternoon vibe...

Much love.

The MAS Team

https://open.spotify.com/playlist/4PFJdXbdWAfZaYajXx3LnL?si=uNsraXLhTj-42jRZgzJuGg

Sweetest soul from the sweetest soul. Head to @house_of_benjamin to cop some of Ben's physical wares. About the MAS WFH SERIES: We're hiring some of our favorite indie artists to make the most flame set of work-from-home playlists you'll ever hear. ENJOY

03/11/2020

The latest for the @ford Escape featuring the lovely @shakeygraves @esme_patterson !

MAS- Music and Strategy's very own Gabe McDonough chatted with NPR's Allyson McCabe alongside Morgan Rhodes and Amanda K...
03/11/2020
With Shows Breaking New Artists, Music Supervisors Are The New A&R

MAS- Music and Strategy's very own Gabe McDonough chatted with NPR's Allyson McCabe alongside Morgan Rhodes and Amanda Krieg Thomas about how ads can break bands.

https://lnkd.in/dPShSib # #music #musicindustry #musicpublishing #sync #musicsupervision #musicsupervisor

The positive exposure for artists from their songs appearing in film, television and advertisements has turned the job of music supervision into a power player in the music business.

Underplayed is premiering at TriBeCa this year! Score produced by MAS. // “From Delia Derbyshire to Alison Wonderland th...
03/04/2020

Underplayed is premiering at TriBeCa this year! Score produced by MAS. // “From Delia Derbyshire to Alison Wonderland this inspiring music documentary portrays radical female artists breaking the rhythm of inequality in the electronic music industry and opening doors for the next generation. With Alison Wonderland, Tygapaw, Tokimonsta & Suzanne Ciani.”

02/14/2020

@michaelbjordan for @coach’s newest shoe, citysole with music from @musicandstrategy

02/13/2020

The super bowl queen herself @jlo for @coach // music by @musicandstrategy

01/31/2020

“say hello” to the latest with @samsungus for the Galaxy Book S #musicsupervision

01/30/2020

Great to be working with @starbucks again for their latest campaign featuring “Classic” by the Knocks. Great music and a great team at Starbucks and @bigspaceship!

11/08/2019
Starbucks - A Very Joyful Journey

The holidays are here again and we're excited to be a part of the annual Starbucks cup reveal to kick off the season! We had a blast composing original pieces for Starbucks' 2019 holiday campaign!

We love brands that value music and it was a pleasure working with Starbucks and the talented folks at Big Spaceship, The Mill and Starbucks Creative Studio!

10/31/2019

In honor of Halloween and #tbt, we wanted to share one of our favorite projects in the spirit of the holiday. Directed by Rob Zombie and music and sound design by MAS! 👻🎃👻🎃

We had such a great time working on original music with the amazing team at Campbell Ewald and Bayer! Thanks to Campaign...
10/17/2019
Ad of the Week: Bayer helps humanize corporate brand

We had such a great time working on original music with the amazing team at Campbell Ewald and Bayer! Thanks to Campaign US for the "Ad of the Week" feature!

This is the pharma giant's first major corporate brand campaign.. From Campaign US

09/12/2019

This one was a true pleasure to work on. 🖤 @verawanggang #NYFW

09/10/2019
Vera Wang

Check out MAS' latest work on the runway at Vera Wang for the Spring/Summer 2020 collection. Skip ahead to 33:15 for the action!

Vera Wang invites you to view her Spring/Summer 2020 RTW Collection LIVE

Nothing like that new studio smell! 😉
08/21/2019

Nothing like that new studio smell! 😉

08/07/2019
Coach

New work alert! Check out the latest for Coach. ✨

Our Tabby Bag and Yara Shahidi make a pretty perfect power couple. Shop now: on.coach.com/ShopTabby

07/30/2019
Google Nest

Google Nest has partnered with the Christopher & Dana Reeve Foundation Foundation to make a more helpful home for everyone. MAS had the privilege of helping tell these amazing stories.

Google Nest will be providing up to 100,000 free Google Home Minis through the Reeve Foundation for individuals and families impacted by paralysis, to enhance the quality of life at home. #PowerofVoice

We’re partnering with @ReeveFoundation to make a more helpful home for everyone by donating 100,000 Google Home Mini devices to those living with paralysis. Join us in making a difference by saying “Hey Google, make a donation to the Reeve Foundation.” Learn more at http://goo.gle/2yeyir2

06/18/2019
Mastercard

No matter how big the community grows, there’s room for everyone, because #AcceptanceMatters. We're honored to work with McCann and Mastercard in collaboration with the NYC Commission On Human Rights.

No matter how big the community grows, there’s room for everyone, because #AcceptanceMatters. In partnership with NYC Commission On Human Rights, we made some additions to the corner of Christopher & Gay St. in NYC. #StartSomethingPriceless

06/17/2019

Re-posted • @mastercard No matter who you are or how you identify, #AcceptanceMatters. For many in the LGBTQIA+ community, the name on their card does not reflect their true identity. This WorldPride, we’re happy to announce an initiative that allows for your chosen name to appear on the front of your card. #StartSomethingPriceless

06/12/2019

New original composition work for @pilotpenusa featuring @priyankachopra

06/06/2019

Nothing but pride in #MYCALVINS. One of our faves to work on because #loveislove and representation and inclusion are so important.
@indyamoore, @adriansotiris, @rozanneverduin, @liam.daniels 🎵@brett_dc

06/06/2019

More Ford Motor Company work ft SAINT MOTEL ! #DriveIt #BuiltFordProud

06/05/2019

Feeling the hump day slump? Here’s Demi Lovato's power anthem “Confident” to get you through. Ford Motor Company #DriveIt #BuiltFordProud

06/04/2019

It’s beast mode time with Ford Motor Company featuring Queen 💪🏼💪🏽💪🏾💪🏿

06/03/2019

New multi-spot national campaign with Ford Motor Company now running! First one on deck features the incomparable Pharrell Williams. #DriveIt #BuiltFordProud

The documentary "Museum Town" about MASS MoCA, directed by Jennifer Trainer, will be closing Berkshire International Fil...
05/31/2019

The documentary "Museum Town" about MASS MoCA, directed by Jennifer Trainer, will be closing Berkshire International Film Festival this Sunday at the Mahawie in Great Barrington! So great to work with John Stirratt on this one!

05/24/2019
Ralph Lauren

We're so excited we got to work with Ralph Lauren on their #RLPride 2019 campaign! This year they're partnering with the Stonewall Community Foundation donating 100% of the purchase price of their Pride graphic tees and 50% of their other Pride items.
Learn more about the campaign here -> https://rlauren.co/RL-PrideF

#LoveIsLove

Introducing the #RLPride campaign, directed and photographed by Cass Bird and featuring stories from Patti Harrison, Harper Watters, Josie Totah, Jacob Bixenman, Gus Kenworthy, and Hetrick Martin Institute

The rainbow flag represents more than four decades of pride—and every color tells a story.

For more than 25 years, Ralph Lauren has supported the LGBTQIA+ community. This year, we’re partnering with Stonewall Foundation. When you shop the Pride graphic tee, 100% of the purchase price is donated to Stonewall Community Foundation. When you shop the Pride hoodie, hat, tote, and Polo shirt 50% of the purchase price is donated.

#Pride #LoveisLove

Learn more about our new campaign and ongoing commitment to supporting the LGBTQIA+ community at https://rlauren.co/RL-PrideF

We really loved working on the music for Saint Archer Brewing Company's new campaign and launch of Saint Archer Gold wit...
03/18/2019
After Watching This Ad for a New Low-Carb Beer, You May Feel Surprisingly Chill

We really loved working on the music for Saint Archer Brewing Company's new campaign and launch of Saint Archer Gold with the amazing team over at Preacher!

Directed by Will Mayer (Stink Films). Cinematography by Ian Rigby.

Thanks Adweek for the Ad of the Day write up!

"Bottom line, though, is that these ads are incredibly watchable and may make the low-carb beer set that doesn’t aspire to participate in 40 Ironman triathlons a year think about going the craft route next time."

MillerCoors’ Saint Archer enters the beer wars in style.

Congratulations to all the winners and nominees at the 2019 Guild of Music Supervisors Awards!! Particularly Gabe Hilfer...
02/14/2019

Congratulations to all the winners and nominees at the 2019 Guild of Music Supervisors Awards!! Particularly Gabe Hilfer's win on black-ish for "Juneteenth" (Best Song/Recording Created for Television) and Angela Asistio's work on "A Star is Born" (Best Music Supervision for Films Budgeted Over $25 Million, Best Song/Recording Created for a Film)!

"Take a minute to think about your brand, the places music naturally intersects with it and what role you might want mus...
10/25/2018
Marketers Often Overlook Music in Campaigns, but Here's How They Can Start Weaving It Into Strategies

"Take a minute to think about your brand, the places music naturally intersects with it and what role you might want music and/or artists to play in the future... Giving some bandwidth to think about music before you actually need it will turn a last minute scramble into a well-prepared execution" - Gabe McDonough for Adweek

Check out the article for some great insights from Gabe on music and brands!

It’s easier to connect with a brand that has a positive association for consumers.

08/03/2018
Aerie

We loved working with the Aerie team on this amazing campaign! Seeing their push for inclusivity, representation, and body positivity for women is so inspiring and exciting!

This is what #AerieREAL is all about. YOU! In our all-new bras. Feeling real good. Don’t change you. Change your bra!

Learn more: http://on.ae.com/6187rfJzf

Summer ISN'T over yet (we swear) but take a look at this great Old Navy Back to School spot we had the pleasure of worki...
07/31/2018
Old Navy - Back To School - MAS

Summer ISN'T over yet (we swear) but take a look at this great Old Navy Back to School spot we had the pleasure of working on with fabulous team at Chandelier Creative!

You may be back in the office but let's bring a little summer sun in with this fun spot we just finished for Lincoln fea...
07/16/2018
Lincoln Summer Invitation Event - MAS

You may be back in the office but let's bring a little summer sun in with this fun spot we just finished for Lincoln featuring Camila Cabello and Sam & Dave. Great working with RSA Films, Rock Paper Scissors, Hudson Rouge, and The Lincoln Motor Company!

Ocean's 8 is coming to a theater near you this weekend!! Music supervised by the fantastic ~Gabe Hilfer~.
06/06/2018
Ocean's 8 Will Flawlessly Con Its Way Into Your Heart

Ocean's 8 is coming to a theater near you this weekend!! Music supervised by the fantastic ~Gabe Hilfer~.

With fabulous fashion and standout performances, Ocean's 8 is more than "the female Ocean's 11." It's a movie about women that should appeal to everyone.

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https://open.spotify.com/album/2pXvAEvCbKlbKK9Vjlz5g0 Thank yopu very much welcome friends hugs