Helping Music Play Its Role as a Mirror to Society
Photo by Iulia Matei
Musical artists have always been collaborators with talents across the creative spectrum. So while people like Sony Music France’s head of creative content Emilie Urbansky never used to have to think about their artists posting across five different social media platforms every day, much of what a role like her consists of is fundamental: music is a central part of popular culture and it’s not just the songs maintaining that. Music videos’, album artwork, graphic design, TikTok performances and appearances on podcasts and YouTube channels all require someone like Emilie to be aware of the people creating culture in every sphere.
As part of LA/PACs partnership with LBBOnline to celebrate French talent and creativity, LBB’s Alex Reeves spoke to Emilie about her role in ‘feeding the beast’ with content for all the artists she works with.
LBB> What does a normal day look like in your role as head of creative content at Sony Music France?
Emilie> During the award season It’s fun as it all starts with coffee and Instagram, TikTok, or Twitter check. What happened last night? Who won artist of the year at BRIT Awards (Harry Styles for sure)? Video of the year at the Grammys? Did our artist post about the last Celine show he attended? Who did the best performance at Les Victoires de la Musique?
Otherwise it starts with the business review of the French market and check with my team on our creative missions:
Brief for Jain’s new music video, logo for Johnny Jane, shoot for Lous and the Yakuza’s new album cover, outfit for the Colors session etc., keeping in mind that we are both consultants and producers of the creative content.
We also have meetings with all the labels of Sony Music France, and new talent they wish to sign.
And last but not least we scout new creatives daily that we may work with, and feed mood boards to show where we’re heading to.
LBB> And what is the best kind of day in your job?
Emilie> When you wake up and see that one of Sony Music Entertainment France's talents broke the internet with a piece of content they have created with you. It happened a few times with Jain and Lous and the Yakuza. Reading comments from people all around the world who are being touched is magic.
Above all, being on set with the artists I’m working with is my ultimate pleasure. With well-known artists as well as the newest ones, all of them being so creative. Always a blast when you manage to give life to the their vision with all the teams involved.
LBB> Your role now combines music, film, fashion and many other kinds of culture. Growing up, what sort of culture captivated you?
Emilie> Any culture. Beginning with the classics as I was an avid reader fond of French literature and going to all kinds of exhibitions with my parents; this brought me to L’ecole du Louvre as a student.
And pop culture as I grew up in the ‘90s when entertainment exploded, video games, TV shows, MTV, super models, fashion magazines, advertisements etc. With a special credit to fashion as my taste was influenced by The Face, i-D magazine and big campaigns such as CK with Kate Moss by Mario Sorrenti, Marc Jacobs by Juergen Teller etc.
LBB> Although it is broader these days, music video is still a part of what you do. How has the role of the music video commissioner changed the most over your career?
Emilie> Music video is still a totemic kind of content that every artist wants to create at some point. Yes, sure, it’s been a while since we learned to do it with less money and adjusted the briefs. The music video we all knew back in the day is not the same, it has mutated. There has been a generational shift, particularly with gen z, which tends to favour social networks and short formats for information or music. So music video is now living through a multitude of formats.
The music business is a trend setter in the digital world. We scout many talents such as motion designers, 3D experts, animators etc. and we commission live sessions, lyrics videos or visualisers and any other filmed content to feed the beast.
LBB> What are the most exciting things about the creativity around musical artists today?
Emilie> Music provides all the avant-garde.
Technology, style trends, emotion, language: the music world is the best mirror of a society, the most democratic and the most viral. The artists and their communities are a whole world. All eyes are on them. Look at BTS and the appeal they created for Korea. Look at Rihanna's performance at the Super Bowl which got more audience than the game itself. It’s powerful, musical artists are powerful.
LBB> And how about France more specifically? What place do you think French musical culture holds on the global stage?
Emilie> Not only do we, in France, have some of the most talented filmmakers in the world like Quentin Deronzier, WAFLA, Valentin Petit, Megaforce, Thibaut Grevet, Aube Perrie, Fleur Fortuné, Arnaud Bresson – not enough women here – but also the best production companies, crazy glam teams, amazing stylists, everybody you need to make a great film. We are also home to the fashion houses that shine all over the world. Because of this I would say French artists bear a signature that makes them glow in a sophisticated way.
LBB> What artists do you find most inspiring and why?
Emilie> Tough question, there is a bunch… If I had to choose only one, it would be Rosalía! She is very inspiring for all the artists I am working with. Everything on the last campaign was sick. The music, the images, the tour, it was all modern and exciting.
LBB> When you think of your favourite filmmaking partners and directors, what is it that you find most exciting about the way they work?
Emilie> Good people only. It’s a human journey. You don’t buy content, you craft it, and it can take so much time, energy and sweat that you’d better do it with people with the same values, taste and enthusiasm.
LBB> Is there a music video or other piece of content that you wish you had had the chance to work on?
Emilie> Spike Jonze’s videos for Daft Punk, everybody remembers the dog in ‘Da Funk’. I also really liked ‘This Is America’ by Childish Gambino and Hiro Murai. More recently I loved Aube Perri for Harry Styles’ ‘Music for a Sushi Restaurant’ and Rosalía’s TikTok live for MOTOMAMI by Canada that upgraded the standards. Again, here the list could be long.
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