Yessian Makes Tracks, Amp For Lincoln

Yessian Makes Tracks, Amp For Lincoln

Yessian Music recently completed work on a spot that went beyond the standard TV commercial.

Collaborating with automaker Lincoln and their agency Hudson Rouge for a spot that aired during the Grammy Awards for the Continental, they helped build a custom Lincoln-branded amp while working with Blues player Gary Clark Jr. on the music that underpinned it all.

"This was a unique opportunity to be involved as a creative partner and lend our expertise very early on in the project of this scope that included creating a custom amp and recording and producing full length songs and music videos," said Marlene Bartos, Yessian EP/Managing Director. "We’re thrilled and grateful that the stars aligned on this one and we were able to work for an iconic American brand like Lincoln, along with a gifted artist like Gary Clark Jr. and an extremely talented team at Hudson Rouge."

Clark mixed and produced the spot with Yessian's in-house EP Gerard Smerek (himself a Grammy Award winner), recorded full songs, music videos and documentaries. The project took a total of five months and is the biggest music initiative in Lincoln’s history.

"We worked hard to capture the spontaneous genius of Gary in these different environments," Smerek said. "Capturing those moments while satisfying the needs of our client meant being as flexible as possible and technically prepared for anything."

Smerek said that working with Clark made the project that much more memorable for him.

"We had the chance to put a fresh edge on a iconic genre of music," he said. "It was a chance for me to channel all my sonic wild guitar fantasies. I felt like I was recording Band Of Gypsies or Are you Experienced."

Watch the feature on the making of the spot here. Yessian also created the audio for the Behind the Scenes doc. Listen to the two full songs recorded with Clark here.

CREDITS:

CLIENT: THE LINCOLN MOTOR COMPANY

CLIENT: HARMAN

AGENCY:

HUDSON ROUGE

Jon Pearce - EVP Global CCO

Jeff Payne - SVP Group Creative Director

Luke Partridge - CD Art

Brett Minieri - CD Copy

Mary Ellen Verrusio - Executive Producer

Doug Malloy - EVP, Group Managing Director

Eileen Lyons-Leagon - SVP, Group Account Director Lincoln

Dianna Zheng - Sr Account Executive

Ashley Davidson - CD, Brand Publishing

Ron Kirkman - VP, Integrated Production Business Manager

Charlotte Curiston - VP, Advertising Compliance Manager

Sabrina DelPiore - VP, Director of Rights & Licensing

PRODUCTION COMPANY:

@radical.media LLC

Josh + Xander - Directors

Jim Bouvet - EP

Cathy Dunn - Head of Production

Diane Castrup - Diane Castrup

Thaddeus Herrick - Production Supervisor

Mark Robinson - Assistant Director

TALENT:

W Talent Management

Gary Clark Jr. - Musician

Scooter Weintraub - Manager

Pam Adams - Manager

Kris Krishna - Management

Dave Holman - Production/Guitar & Amp Tech

Jacob Sciba - Arlyn Studios Head Engineer

EDITORIAL:

COSMO STREET

Maura Woodward - EP

Anne Lai - Producer

Thomas Grove Carter - Editor

Mark Potter - Editor BTS

MUSIC/SOUND:

YESSIAN MUSIC & SOUND

“The Healing” - Song

Marlene Bartos - Executive Producer

Gerarad Smerek - Mixer/Recordist/Producer

Andy Grush - Creative Director

Laura Woolley - Business Manager

Michael Yessian - Head of Production

Brian Yessian - CCO

TV POST:

THE MILL

Jeremy Moore - Head of Production

BTS Post:

sFX

Diana Dayrit - Producer