Tolhuistuin - Tuinzaal

Adformatie Presents: Dissecting Music for Car Adverts - By the People Who Wrote Them

Dutch spoken

#audi #ford #adformatie #adverts #campaigns

Moderator Pieter Perquin (Perquisite) will interview composers Niels den Otter from Audentity, Geert van Gaalen from Studio de Keuken and Sebastiaan Roestenburg from Ambassadors about the music they made for campaigns for Ford, Fiat and Audi. This is a panel session without forced questions; just nerds dissecting the process of making music for car adverts come alive. Questions will be answered such as 'Which melody or which instruments/sounds that you added felt like you were heading in the right direction?', 'Did you already have a certain chord scheme or melody in mind?', 'Do you use software plug-ins or do you play everything live?', 'How much difference is there between the first version and the final one?', 'Were there a lot of changes between versions?', 'How do you deal with criticism and feedback?' and 'How do you deal with budget limitations?'


Geert van Gaalen (Composer, Owner Studio de Keuken, NL)


Geert van Gaalen, born in The Netherlands, started his musical career at the age of 12, playing guitar in various bands, performing live in all major music-venues, meanwhile composing and producing original music. He studied Music Technology at the Academy of the Arts in Utrecht, where he developed a wide range of composition- and production-skills in many styles of music and decided to try master all, instead of specializing in one to be able to adapt and always bring a surprising approach to any kind of project.
Working since 1989 as a composer, sounddesigner, engineer, music-producer/ supervisor and songwriter in various soundstudios, Geert founded his own "Studio De Keuken" in Amsterdam in 2000, which soon became one of the first-call studios for music in advertising, film, TV, web and games, sounddesign, voicecasting and audio-postproduction.
In 2004 he founded "Dangerous Kitchen Music", an in-house Record Label and Music Production Company, servicing many requests for original music from a quickly developing international clientbase.
To further strengthen the range of international services Geert acquired ownership of “Soundscape Music” in 2015, adding a well-respected music house to the roster with strong focus on music research, Sonic Branding and original music-composition. In 2015 Geert was signed by “Max Steiner Agency” in Hollywood to develop musical projects in film, TV and advertising in the US.
Geert's soundtracks have been awarded several Gold World Medals at New York Festivals, a Silver Clio, 2x Gold at ProMax/BDA World and works with his team on many other award-winning projects, like the Terre des Hommes - Sweetie project (Cannes Lions Grand Prix for Good / 13x Gold Lion / White, Black & Yellow Pencil at D&AD).

Niels den Otter (Founder and owner, Audentity, NL)


Niels founded Audentity in 2009 after a few years learning and growing under the wings of FC Walvisch and Sizzer. At Audentity he and a team of dedicated composers, sound designers and business professionals, create soundtracks for the creative industry worldwide. They work with big brands like Nike and Heineken, but also like to dive into VR projects, fashion and art projects and create scores for short and feature films. At Audentity they offer a unique combination of music and sound on a deliberately small scale with a very personal approach. Niels believes music and sound should be harmonized and you can make the best soundtracks by combining these two forces in the same process. The’ve won awards and received recognition from leading national and international agencies, production companies and filmmakers and their work is usually featured on renowned blogs and magazines.

Sebastiaan Roestenburg
(Composer and Founding Partner, Ambassadors, NL)


Armed with a Fender Rhodes Piano and MPC2000 drum sampler, Sebastiaan started producing music when he was still at high school. He soon found out his real passion was writing music to picture. After Graduating cum laude in Composition For The Media And Music Production at Utrecht School of Arts (2002), he then worked as a sound designer and composer at one of the leading sound studio’s in Amsterdam for almost seven years. Today, as one of the founding partners of Ambassadors, he oversees music production and composes music for international brands and agencies. He most recently worked on a film by Erwin Olaf and campaigns for ASN Bank, Audi, Postcode Loterij and de Bijenkorf.


Pieter Perquin / Perquisite (Composer/producer and owner Unexpected Records / Unexpected Management, NL)


Pieter Perquin started composing and producing under the name of Perquisite at the age of fourteen and never quit. He became known for his extensive collaboration with Pete Philly in Hip Hop duo Pete Philly & Perquisite. They toured all over the world, made two studio albums together and won several awards. After their split up in 2009, Perquisite moved into the field of film composing and was awarded with a Golden Calf for his first movie score. Since then, he has composed the music for seven feature films and several short films and documentaries. In 2015 he started working together with singer/songwriter Jeangu Macrooy as his producer/co-writer and manager. Both debut EP 'Brave Enough' and debut album 'High On You' were nominated for an Edison Pop Award; a sophomore album is in the making. Besides this, Perquisite runs his label Unexpected Records and is chairman of BAM!, the Dutch Songwriters Society.