The Joy of Deep Cuts

It's been almost three months since I came aboard the good ship Sentric and and now that we have cemented our joint venture with the inimitable IQ Music, giving us access to their catalogue of legendary songs, I've been diving for treasure in their deepest coves and caverns, and am only just coming up for air. And what a treasure trove it is. [Digging myself out of a Mariana trench of maritime metaphors]. 

Based on the sheer number of times I've stated "If we don't sync that I'll eat my [insert non-food item]" we are either going to have a hugely successful year re-introducing said buried treasure to the sync world (perhaps arguably, introducing it for the very first time), or I am going to be on a heavily non-food based diet for the rest of 2017. For my sake, please support us in trying to achieve the former.

On first delving into a new catalogue, it's easy to be dazzled by the big hitters and of course, it's critical that we have those show-stopping, universally-known, no-brainer tracks at our fingertips. But, for every 'Ghostbusters', 'Blue Velvet', 'You Make Me Feel (Mighty Real')' and 'Move Closer' there is an unsung hero, a shadowing counterpart, waiting to have its moment in the sun. 

As a case in point, who out there truly knew that Ray Parker Jr. is much, much more than a town crier for the most famous paranormal investigators in the world? He co-wrote with Chaka Khan and Diana Ross; his talents as a guitarist attracted the attention of none other than Lamont Dozier, The Detroit Spinners and Stevie Wonder - that's Ray you can hear on 'Maybe Your Baby'  - and on Candi Staton's 'Young Hearts Run Free' , another one of our treasured classics we have ready to license. But more than his high standing amongst the great and the good of Motown, what I'm now learning to appreciate are the absolutely blinding tracks he created, before he was chanting ‘who you gonna call?' - which he will be doing perhaps for the rest of his life (and maybe afterlife, but you know, we could always call someone and sort that out). Check out 'It's Time to Party Now' for a disco treat that could stand its platform-footed ground in a dance-off with 'Freak Out', and the gloriously wistful '80s ballad 'I Can't Get Over Loving You' - a brat-pack movie montage soundtrack if I ever heard one. 

A trip into the IQ archives searching for works by the writer of 'Blue Velvet', Lee Morris, led me to unearth some of the weirdest and most wonderful songs I've come across in a long while. Who would have thought, that the same hand which penned the immortal refrain 'Bluer than velvet was the Night, Softer than satin was the Light from the Stars' also came up with this corker from The McGuire Sister's 'Space Ship' : "But if he takes her through the Sound Barrier, tell me doesn't the fella have to marry her?" You heard it here first. If you didn't, and this is already on your playlist: I need to come and see your record collection. I'll bring the Babycham.

Morris has also given us a delightfully kitschy, rockabilly gift in the shape of 'Frankenstein Rock' which means dear RP Jr. will be in good company on our Halloween playlist this year  - and we of course will have to throw in Toto Coelo's 'I Eat Cannibals' and 'Dracula's Tango' for good 'plastic fangs and Haribo horror mix' measure. 

I'm going to wear my heart on my sleeve and say in all honesty the song from the IQ treasure chest which got me most in a lather, was Sylvester's  'You Make Me Feel (Mighty Real)". Find me someone on this planet that doesn't feel invincible and fabulous when that comes on the radio and I'll eat my... can I just eat something normal? And although the beautiful legend that was Sylvester wasn't shy of anything or anyone, there are some of his tracks which have fallen coyly into the shadows and therefore it is our duty to get them sequinned-up and podium dancing their way to stardom again. Listen to 'Body Strong'  - what an anthem, what a mantra, what a tune. Raise your hands in the air, shimmy across the floor like a disco crab and all hail Sylvester, who wanted everyone to love themselves and be 'Body Strong'.

I am having the time of my life (not one on the IQ roster- but 'Where Are You Tonight' from the same soundtrack is!) getting my hands dirty digging through the crates. It's so refreshing and satisfying to bring these gems out into the big wide world - almost like discovering a hidden chapter when you think you've reached the end of your favourite ever book.

We work with some exceptionally talented, mind-blowingly creative individuals out there in the advertising, film, TV and game industries and that's the truly exciting part: to know that somewhere out there, in someone's mind, an incredible idea is brewing and one of these songs is going to be the chosen one, is going to be be brought to life again, is going to be the piece of music that gets to soundtrack some of the most awesome visually creative work out there. 

Let's get spinning these tracks and take time to enjoy the passion and talent and time that was invested in them. The big burly No.1s will always be there ingrained in our musical memory bank, so go on, give the underdog a chance.